Although initially an Instagram concept, Margolis now sees Overheard as “a brand beyond Instagram”. Margolis says; “a product that people can touch, or an experience they can enjoy, really enhances the perspective of what Overheard is. That we’re not just a meme account, we’re a sort of new media that embraces comedy and local culture.” He says; “We will always be a social-first brand. But we are looking to activate more and more in interesting ways… a chance to laugh without having to be stuck on social media.”

As the world grows into the ‘post social’ era content in all forms is being more often viewed as content first rather than traditional, digital or social content. At the same time, the businesses providing that content are challenging the paradigms of what they can and can’t do. At the end of the day, the power lies with the number of eyeballs (and the beating heart consumers behind them) who are engaging with that content. Whilst traditional business is taking a while to come around to it, alignment between popular content providers in any form and brands who share an affinity with the fans of that content continues to be the powerful intersection for marketing that it’s always been.