"At first glance, "Girl Room" looks like another surprise social media success story. Though the account launched a little over three weeks ago, it organically has over 90,000 followers across TikTok and Instagram with its most watched video hitting over 5 million views. In reality, "Girl Room" is the product of something far more impressive than a social fluke: it's proof that a shortform concept can be a franchise."
"Amazon has been selling products through shows for years - hit pause on any Prime Video series and you may be hit with an ad to buy the exact clothes the character is wearing - but "Girl Room" is also part of Amazon's evolving content strategy, which aims to make the company more "additive" to entertainment, Hannah Broadhurst, head of entertainment and content marketing at Amazon, told me."
Girl Room launched a little over three weeks ago and organically accrued over 90,000 followers across TikTok and Instagram, with a top video exceeding five million views. A spin-off of Gymnasium's Boy Room, Girl Room functions as Amazon's first co-created shortform series and demonstrates that shortform concepts can become franchises. Each episode features a host entering a messy bedroom, promising a transformation using organizational and decorative products sourced from Amazon. The Gymnasium–Amazon partnership originated after audience demand for help with chaotic living spaces led to sponsored product-driven makeovers. Creators have generated billions of views while platform creator funds yielded minimal revenue, prompting exploration of brand partnerships that treat brands as television networks. Amazon's content strategy increasingly integrates commerce and entertainment to make the company more additive to viewers' entertainment experiences.
Read at TheWrap
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