You’re not just running a content calendar. You’re running a show.
Welcome to the new era of social. If you’re still treating your brand’s feed like a bulletin board or a product catalogue, here’s your plot twist: you’re in show business now, whether you like it or not.
Today, the brands that win on social aren’t just posting—they’re performing. They don’t hide behind static logos and sterile messaging; they’re out on the stage, telling stories, building anticipation, and riffing with their audience like a cast of recurring sitcom characters. The best feeds aren’t sales funnels—they’re seasons of TV you can’t stop bingeing.
Sound like a stretch? Stick with me. Because if your brand doesn’t have a personality, a point of view, or even a little main character energy, you’re not just missing the moment. You’re being written out of your own story.
What is brand theatre?
Brand theatre is what happens when you stop treating content as boxes to be ticked and start thinking in terms of performance.
- Storytelling meets showmanship: It’s not just what you post, but how you perform it—voice, timing, attitude.
- Recurring characters: Brands show up as living, breathing personalities, with quirks, catchphrases, even inside jokes.
- The feed as a stage: Social channels become the venue. Every post is a scene, every week an act, every campaign a new season.
- Audience interaction: The best brands break the fourth wall, invite their followers in, and hand them a role in the drama.
When you get it right, your brand is instantly recognisable—not by its logo, but by its vibe. Your audience isn’t just “aware.” They’re invested.
Why brand theatre matters (especially in 2025)
Let’s face it: the social feed is an infinite scroll of sameness. Static product shots, recycled “growth hacks,” yet another beige infographic—yawn. In 2025, people aren’t stopping for announcements. They’re scrolling for entertainment.
Here’s what the winners get that everyone else misses:
- Character outlasts content: People don’t fall in love with posts. They fall for personalities, quirks, the feeling that there’s a real “someone” behind the screen.
- Consistency breeds connection: A brand that feels like a recurring character sticks in your memory, showing up with callbacks, running gags, or “will-they-won’t-they” drama.
- Performance > polish: Forget perfection. Audiences connect with the messy, the meta, the unscripted. You’re not here to impress; you’re here to engage.
In short: you can’t bore people into buying. But you can charm them into caring.
Brand theatre in action—who’s owning the stage?
It’s easy to talk theory. Let’s get concrete. Here are a few brands who’ve torn up the old playbook and started writing scripts.
Scrub Daddy: Chaos, rivalries & soap opera energy
Yes, that Scrub Daddy. The humble sponge brand has built a whole universe of recurring characters (Scrub Mommy, Scrub Baby, even villainous competitors), complete with rivalries, dramatic arcs, and absurd humour. Their TikToks play out like reality TV, full of surprise “guest stars,” cliffhangers, and genuine audience involvement. They don’t just sell sponges—they sell a story.
What you can steal:
- Invent a recurring “cast”—products, employees, even rivals.
- Embrace absurdity. Lean into “bits” that escalate over time.
- Let the audience write plotlines (polls, duets, choose-your-own-drama).
e.l.f. Cosmetics: Musical Numbers & Main-Character Moments
e.l.f. isn’t shy about turning every campaign into a headline event. With high-production music videos, surprise drops, and celebrity cameos, their feed oozes theatricality. Recurring motifs, catchphrases, and brand “in-jokes” make every launch feel like the start of a new season.
What you can steal:
- Lean into recurring visual motifs or campaign formats.
- Go big with launches—think pop drops, musical moments, dramatic reveals.
- Build audience hype with teasers and behind-the-scenes snippets.
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Get Started for FREEPoppi Soda: Hyper-online ‘main character’ energy
Poppi isn’t just a drink—it’s the cool girl at the internet’s hottest party. With a voice that’s sharp, witty, and unapologetically Gen Z, Poppi’s feed is a masterclass in POV content. There are in-jokes, memes, reaction videos, and callouts to their followers—making the brand feel like your ultra-online BFF.
What you can steal:
- Develop a clear, opinionated brand voice and stick to it.
- Use memes, trending formats, and relatable “main character” tropes.
- Break the fourth wall. Talk to your audience, not just at them.
Notion: Minimalist productivity theatre
Notion’s content is a study in quiet charisma: sleek, aspirational, with a rotating cast of creators who embody “Notion energy.” Tutorials, workspace tours, and challenges are serialized like mini-webisodes, complete with cliffhangers (“What will this productivity hack unlock next?”). The brand is less about features, more about a lifestyle.
What you can steal:
- Create episodic content: series, challenges, recurring tips.
- Co-star with your community. Let creators and superfans drive the narrative.
- Use visual consistency and tone as your “costume and set design.”
How to bring brand theatre to life (without losing the plot)
Ready to take your feed from billboard to stage? Here’s how to rehearse, perform, and keep your brand in character—without losing your mind in the chaos.
1. Define your persona
You can’t act if you don’t know your character. Flesh out your brand’s voice, attitude, quirks, and point of view. Give them a backstory. (Would your brand use emojis ironically, or would it die before hitting “send” on a wink-face?)
2. Structure like a series
Recurring formats are your script. Weekly “episodes” (Q&As, hot takes, product drops) build familiarity. Arcs keep people invested—think storylines that unfold over days or weeks, with teasers, cliffhangers, or payoffs.
3. Let your audience join the cast
Encourage interaction and improvisation: react to comments, escalate in-jokes, reward superfans with cameos or Close Friends exclusives. If your audience feels in on the story, they’ll stick around for the next act.
4. Plan the chaos with sked
No good show runs without a backstage crew. Sked helps you map your series, schedule recurring segments, manage approvals, and make sure your cast is always in character—no matter how many channels you perform on.
5. Embrace performance, not perfection
Don’t aim for flawless execution. Audiences connect with authenticity, not polish. Show the BTS, the bloopers, the unrehearsed moments. It’s all part of the show.
Strategic takeaway
Here’s the curtain call: if your brand doesn’t feel like a character, it’s forgettable. Social media isn’t a billboard anymore—it’s a stage. The question isn’t “What are we posting?” It’s “How are we showing up today?”
- Stop treating your audience like a mailing list.
- Start treating them like a fanbase.
- Don’t just “produce content.” Rehearse, perform, and keep the story going.
Ready to take the stage?
Bring the energy, the storylines, the callbacks—make your audience feel like they’re part of something unmissable. If you’re ready to step out of the wings and turn your content calendar into something worth applauding—we’ve got your backstage pass. Start treating your feed like a stage with our Ultimate Guide to Entertaining Content.
With Sked, you have the platform to plan, rehearse, and deliver—so your brand never misses a cue. No matter the channel, your show runs seamlessly: on time, on brand, and always in character.
Treat your social like the main event. Your fans are waiting. It’s your move.
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