John Bohan says TV commercials are dead. Despite $60 billion spent on them last year, people ignore polished 30-second ads because they want entertainment, not sales pitches. Brands win by staging spontaneous-feeling content with improvisation instead of scripts.
If you're in marketing, the fourth trend that you're going to want to focus on in 2025 to get ahead is your customer has stopped paying attention to 15- and 30-second commercials that are highly produced and scripted. These ads are really old school and they don't work. It's amazing that there's so much money still poured into this, $60 billion into TV last year. People don't want to be sold to anymore. They want to be entertained. They gravitate towards brands that can really produce content that feels like they're doing it on the fly. It's like elevated UGC. So how do you do this? How are these brands creating this amazing content that's connecting in social media? Well, the way to think about it is instead of scripting, stage your content. What I mean by that, and this is key, is put the right talent in the right setting with the right strategy and start rolling the cameras. Rely upon improv a lot more. That way you'll develop relatable content that tells stories, stops people in the newsfeed, and gets them to lean in. If you like this video, hit the follow button for more value and share it with a friend. Thanks.
