PSFK Insider

PSFK’s paid weekly newsletter product. Trends delivered right to your inbox.


PSFK’s professional-grade research platform, featuring access to our full-report library and on-demand research services.

Take me to PSFK iQ

Help, I have question!

  • + What is my level of access?
  • + Not sure what product is right me
  • + I am having access issues
Chat with a representative

Want to send us an email?

Email us at

Content-Driven Marketing in a Socially-Driven Marketplace

Content is king within today’s marketing landscape, as brands increasingly replace traditional advertising with innovative cross-channel media strategies that drive engagement in new ways. Connected online social platforms are transitioning from places to participate in conversations into fully fledged content marketing channels, while the addition of new commerce tools and capabilities is transforming the content these popular platforms host into valuable storefronts to facilitate sales. Simultaneously, the ascension of influencers and creators with large, highly engaged audiences is changing the ways and methods brands and retailers are able to deploy their marketing efforts in order to engage with their customers, inspire loyalty, and drive purchases. 

Within this new and evolving marketing landscape, “As seen on TikTok,” or other comparable online platforms, has become the new “As seen on TV.” And these platforms may be an even more powerful driver of commerce than TV or traditional content-based media ever was. Brands are taking notice, turning what were once simple discovery occasions into newly shoppable moments. By facilitating casual interactions, brands and retailers are able to leverage a broad array of ecosystem touchpoints into important drivers of purchase and streamline the path from inspiration, to consideration, to checkout. As content itself becomes a form and engine of commerce, the production of marketing campaigns and collateral that doesn’t feel like advertising and increasingly breaks the fourth wall is allowing brands to make more thoughtful and meaningful connections with consumers while at the same time enhancing and expediting their sales funnel.

 It’s an exciting time for retailers and brands to explore the expansive content landscape and begin experimenting with the various buying and selling formats. For the moment at least, this is where a growing majority of consumers, particularly those in the younger demographic, are spending their time and attention and increasingly their dollars.

In the following report, the PSFK team looks at five key trends in content marketing, bringing them to life for our members with a number of recent examples from the marketplace.