In a refreshing break from our usual cybersecurity chatter, we’re diving into something a little different — and a lot more creative. Let’s talk about content. Not just any content, but content that entertains first and markets second — or not at all.

 

We recently came across a gem of a series called Brooklyn Coffee Shop, an Instagram-based show that brilliantly blurs the line between narrative storytelling and brand potential. It’s set in a Brooklyn coffee shop and follows fictional characters as they come in for coffee and conversation. With over 80,000 followers and only 34 posts, it’s clear that this isn’t your average promotional series. It’s compelling, consistent, and — most importantly — really good content.

 

The creator behind it? A content-savvy actor and former barista who saw an opportunity to create something unique using the tools at her fingertips — Instagram, storytelling, and a simple coffee shop backdrop. Season one is wrapped, season two is on the way, and it’s the kind of series that feels more like entertainment than marketing. And that might just be the secret to its success.

 

The Case for Narrative-First Content

At MadeDaily, we always emphasize a content-first approach to digital projects. The idea is that every brand is a media brand now — or at least, they should be. But Brooklyn Coffee Shop takes this to the next level. It’s not just a campaign. It’s not trying to sell you a latte. It’s telling stories that stick.

 

And here’s the kicker — it might not even be a real coffee shop. But if it were? Imagine the foot traffic from fans wanting to visit the set. It’s the kind of brand-building that’s subtle, sticky, and, frankly, genius.

 

When Marketing Tries Too Hard

Contrast that with a past example — a shoppable video series starring Kristen Bell for Target. It looked great on paper: romance, design, and interactive content. But in execution, it fell flat. Why? Because it was 50% marketing and only 50% story. The content felt forced, the narrative wasn’t strong enough, and the viewer could feel the sell coming a mile away.

 

The takeaway? Let the story lead. If people love the story, they’ll tolerate — or even embrace — the brand behind it.

 

Brands Should Just Make Great Content

There’s a lesson here for businesses: you don’t always have to promote. Sometimes, just create. Whether it’s a mini-series on Instagram, short-form videos on TikTok, or even audio stories on a podcast, brands can earn audience trust by delivering real entertainment or value without the hard sell.

 

Think about how often we see this in K-dramas or shows like Clerks — real places used in fictional worlds. If your product or service fits naturally into that kind of environment, you’re already ahead. But don’t lead with the pitch. Lead with the plot.

 

So here’s our pitch to you: what’s your version of Brooklyn Coffee Shop? Could your brand create a series that people want to binge? Could you build an audience through story rather than sales?