Traditional film and TV promotion, long anchored in talk shows, print features and celebrity press tours, no longer guarantees mass exposure. But today’s audiences demand authenticity, personalization and community, pushing brands and creators to move beyond safe, familiar channels. From press-shy celebrities on unexpected podcasts, to star-fueled merch-as-marketing and unexpected brand partnerships – unconventional strategies have entered the mainstream.
As audience media diets and expectations evolve, every consumer-facing brand must adapt or risk being left behind. Here’s some 2025 learnings from our entertainment and media experts that can apply to other brands:
Prioritize authenticity: Audiences seek unfiltered conversations and insider perspectives. Influencer engagements are most effective when they feel organic and meaningfully advance the story.
Foster interactivity: People want to participate, not just watch. Formats like podcasts, live Q&As and long-form interviews offer higher engagement, even if they’re less controlled.
Diversify your toolkit: Go beyond legacy media. Substack, Instagram Live, Snapchat AR, Twitch, Discord and Reddit all offer direct access to niche communities and foster real dialogue.
Expect the unexpected: As editorial and sponsored content continue to blur, spokespeople must be prepared for unscripted moments shaped by algorithms rather than editors.
Expand your reach: Multiple targeted, niche interviews can be more impactful than a single legacy profile. Reach is built by meeting audiences where they are, not relying on big-name media alone.



