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# The rising price of brand-owned social shows
- URL: https://adjacent.media/signals/the-rising-price-of-brand-owned-social-shows/
- Published: 2026-08-11T23:06:12.000Z
- Updated: 2026-08-11T23:06:12.000Z
- Description: Brands are investing significantly in original video content distributed through their own social channels—a format that requires either substantial production budgets or reliance on influencer partnerships and user-generated content models.
- Author: Jonathan Greene
- Tags: #signal, theme-brand, creator economy mechanics, content strategy, brand marketing

Source: [Rachel Karten](https://open.substack.com/pub/milkkarten/p/how-much-does-a-social-show-cost)

Brands are investing significantly in original video content distributed through their own social channels—a format that requires either substantial production budgets or reliance on influencer partnerships and user-generated content models. As organic reach on TikTok and Instagram erodes, brands face a choice: pay for traditional advertising or finance their own content ecosystems. The latter offers greater creative control but uncertain ROI compared to established media buys.