The rising price of brand-owned social shows
Source: Rachel Karten
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.