Speaking of beauty marketing, everyone is going for entertainment. This isn’t a brand-new trend by any means; YPulse has reported on brands making advertainment and then growing into microseries for years now. But as episodic content is more rewarded than any product-centered video—by both algorithms and young viewers—brands are focusing on making entertainment that’s not so overtly ad-looking. Of course, the products are still a part of the content, whether e.l.f.’s beauty true crime or Innisfree’s street interviews promoting sunscreen. Brands also know product placement needs to be seamless, fitting in with a creator’s regular feed (as we’ve said for years to let them control creative!) or becoming part of the infrastructure on shows like Love Island’s get-ready room. (Glossy)
👀 Read more from YPulse: 3 Brands Leaning into Microdrama Marketing
