In 2025, Chick-fil-A announced its new content platform, signifying a shift where brands are becoming creators rather than just sponsors. This evolution is rooted in successful examples like "Hot Ones," a unique interview series gaining traction on YouTube, where hosts engage with guests in a fun culinary setting. This model shows that brands can build communities and engage their audience creatively. As brands recognize their role as content creators, they transition from merely funding to innovating and generating consumer connection, blurring lines between marketing and entertainment.
In 2025, when Chick-fil-A announced it was launching its own content platform, industry experts didn't laugh-they took notes.
The fast-food giant had recognized what savvy brands have known for years: the future of marketing isn't just about interrupting content, it's about being the content.
The show's success isn't just about entertainment-it's proof that serial content can create passionate communities that eagerly support related products.
Brands can still pay-to-play but they should no longer see themselves as just a checkbook. Yes, their budgets are critical, but brands have a ton of built-in value.
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