Filling You In
Substack just launched Substack TV
Meta is rolling out ads on Threads next week
Adobe launches a $10 million fund to help creators make TV shows and movies
Former Youtube executives launch Artie, a company that connects creators to investors to fund creative projects
Ted Sarandos sees big tech and social as new threats to Netflix
Instagram is testing replacing “following” counts with “friends” counts
The Power of Building Connections IRL via Our Creative Retreat
In 2026, more brands and communities are focusing on bringing their audience together IRL and our Creative Retreat in Mexico City earlier this month showed us just how powerful it is to step away from the noise and intentionally create space for connection, creativity, and presence. Being together in Mexico City reaffirmed why these moments matter so deeply. Part of our offering to our guests is having 30,60, and 90 check-ins to see how their 2026 goals are shaping up, what they need help with, and what they’ve learned so far. Knowing that we’ll be checking in with each other has not only created a sense of accountability, but also a small community that can help us achieve our goals with a simple ask in our group chat.
Experiential and community-building are two marketing pillars that we’re going to see a lot more of this year and reflecting on their impact is as. equally important as putting them together. The retreat left us deeply inspired and excited to continue creating more of these gatherings in the future and to keep building spaces where creativity and community can grow together.
We’ll be diving into this more in next week’s newsletter. Here’s a sneak peak of some moments from the retreat in the meantime.
p.s. we are launching Shams Club on Instagram this week. Keep an eye out for more released content from our retreat coming soon.
Shams Club Creative Sessions Are Back
Mark your calendars! Coming back on February 10th are our Creative Sessions, and we’re picking it back up with the Co-Founders of Good Girl Snack, Yasaman Bakhtiar and Leah Marcus. RSVP in Shams Club if you’re a member or sign up to become a member to gain exclusive access to how, in under 2 years, they grew their social media organically, successfully sold 10,000+ jars through their website, and became Erewhon’s best-selling pickle brand, all without spending any money on ads.
The Rise of Reality-Style Content
The way consumer brands show up online is shifting. What once revolved around polished product placement and highlight reels is evolving into something far more immersive. Brands and creators are beginning to operate as fully branded entertainment channels, inviting audiences into their world rather than simply selling to them.
As audience attention continues to move toward authentic and story driven content, reality-style formats are on the rise. Viewers are drawn to moments that feel real, raw, and unscripted. This style of content allows brands to feel more human, more intentional, and more emotionally resonant. Instead of watching an ad, audiences feel like they are following a story and becoming part of the journey.
Reality-style content works because it mirrors the way people already consume media. Behind the scenes access, day to day moments, and personal storytelling build trust and connection. When done well, it transforms a brand from a product into a presence.
Check out how the brand, Unwell has created their own reality show series below.
Major Brands Leaning into Reality-Style Formats: Victoria Secret
A recent example of this shift can be seen with Victoria’s Secret. Beginning of 2026, the brand released a documentary centered around its 2025 Fashion Show, offering audiences rare behind the scenes access to the preparation, creative process, and emotional moments leading up to the runway. Rather than focusing solely on the final spectacle, the film highlights the people, pressure, and personality behind it all.
By pulling back the curtain, Victoria’s Secret transforms a traditional fashion event into a story viewers can follow and connect with. It is a clear example of how reality-style content allows brands to move beyond promotion and into storytelling, creating a more human and engaging experience for their audience.
Watch the official documentary teaser here.
Create Your Own Reality Series
You don’t need a full production crew to create compelling reality-style content. What matters most is intention, consistency, and storytelling. Here are a few ways to start:
Capture behind the scenes moments: Show the process, not just the outcome.
Highlight regular moments with intention: Everyday interactions can feel entertaining when edited with dramatic cuts, suspenseful pauses, zoom ins, and pacing can elevate simple moments into something engaging.
Use confessionals: create space for reflection.
Lean into producer level editing: Editing is where reality-style content comes alive. Music, timing, jump cuts, and framing shape the narrative and guide emotion. Treat your content like an episode, not a post.
Focus on storytelling over selling: Let the story lead. When audiences connect emotionally, the brand message follows naturally.
Opportunities
Ramp is hiring a Social Media Manager (NYC or SF). Listed compensation: $124k-$170k
beehiiv is hiring a Social Media Lead (remote)
Nine Four Entertainment is hiring an Executive Assistant (Los Angeles, CA)
Join Shams Club to get access to daily tips to grow in the creator economy.
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