In an era where traditional marketing methods face increasing scrutiny and diminishing returns, brands are swiftly redirecting their focus to the burgeoning world of branded social content. The TellyCast Digital Content Forum, held in November 2024, hosted a compelling discussion on this shift. The panel brought together industry heavyweights Chloe McCulloch from JD Sports, Joe Churchill from Channel 4, and influencer-turned-actor Luke Verdon. Together, they explored how brands are leveraging social platforms to engage audiences more authentically. You can also watch the panel session here.
The resounding message from the session was clear: content is no longer a side project for brands. It has become a core business strategy, with YouTube, TikTok, and Instagram leading the charge. The panel highlighted the divergent paths brands take—some build their own platforms, while others partner with established media houses or influential creators.
The JD Sports Case Study: Building a Brand Destination
Chloe McCulloch has overseen JD Sports’ transformation from a retailer into a digital content powerhouse. The company’s YouTube channel, once an underperforming afterthought, is now a vibrant hub for youth culture. Key to this success has been JD’s partnership with influencers like Chunkz and the Beta Squad, who lend authenticity to the brand’s messaging.
“Community is at the core of everything we do,” McCulloch explained. JD Sports’ strategy revolves around talent-first content creation, where creators are given the freedom to shape narratives that resonate with their audiences. This approach, she said, has helped the brand foster genuine engagement and loyalty.
But while JD Sports has built its own digital destination, many brands prefer to tap into existing audiences on platforms like Channel 4’s social channels. Joe Churchill, Channel 4’s digital commissioning editor, emphasised the value of the broadcaster’s pre-existing relationships with brands and media agencies.
“Channel 4 offers a trusted environment for brands that are nervous about stepping into social content,” he explained. Brands that may hesitate to build their own channels can partner with Channel 4 to reach engaged audiences in a safe, curated space.
The Rise of Influencer-Led Campaigns
Luke Verdon, who boasts millions of followers across his social platforms, shared insights from the creator’s perspective. His collaborations span from presenting gigs with Channel 4 to branded partnerships with JD Sports. For Verdon, the most successful campaigns are those that allow creators to maintain their unique style and voice.
“When brands give me the freedom to be myself, that’s when the magic happens,” Verdon said, recounting a JD Sports shoot where his impromptu ideas transformed a simple brief into dynamic, viral content.
However, Verdon warned against rigid brand guidelines that stifle creativity. He recounted a humorous tale of a campaign where he accidentally submitted his original concept after a brand requested multiple revisions—only to have it praised as the best version.
The Pitfalls of Overproduction and Overspending
One of the session’s most surprising revelations came from McCulloch, who lamented the unrealistic budgets proposed by some production agencies. “People see a big logo and slap zeros on the end of their budgets,” she said. , with a wry nod to her Northern roots. Her advice to production companies? Understand the brand’s objectives, be realistic, and avoid corporate jargon.
Joe Churchill echoed this sentiment, pointing to a growing divide between traditional television production companies pivoting to digital and newer, social-first content creators. The key to success, he argued, lies in understanding the nuances of social media platforms—thumbnails, hooks, and pacing are as critical as the content itself.
What’s Next for Branded Social Content?
Looking ahead, the panel agreed that brands will increasingly take content creation into their own hands. McCulloch sees a future where brands collaborate more deeply with influencers, moving away from transactional relationships to long-term partnerships.
Churchill predicts more brands building their own social channels, while Verdon expects to see larger-scale campaigns involving multiple creators. This shift reflects a broader trend towards more integrated, community-driven content.
Ultimately, the panel underscored the importance of authenticity. Whether working with creators or established media brands, the key to success in branded social content is letting the story shine through in a way that feels genuine to audiences.
As brands continue to navigate the ever-changing digital landscape, the lessons from the TellyCast panel provide a valuable roadmap. Authenticity, community, and creativity will be the cornerstones of branded social content in the years to come.
