Why brands like Anthropologie are commissioning creator-created shows instead of posts

Brands like Anthropologie are shifting their influencer marketing strategy by commissioning creator-created shows instead of individual posts. This trend is led by the success of shows like Brooklyn Coffee Shop, a comedy web series created by Pooja Tripathi that won a Webby award. The show's success has prompted brands to consider hiring social show runners to produce content that resonates with their target audience.

This shift in strategy matters for social commerce as it indicates a growing demand for high-quality, engaging content that can help brands build a stronger connection with their customers. By investing in creator-created shows, brands can increase their reach and influence on social media platforms, ultimately driving sales and revenue. As social commerce continues to evolve, we can expect to see more brands adopting this approach to stay ahead of the competition.