Influencer marketing agency Linqia unveiled a new offering to connect brands with creators specializing in “on the street” social media content, stating that this genre has gained significant traction over the past 18 months. 

The program, dubbed “OTS,” has launched with 50 creators and aims to address the growing demand for this content style in brand marketing strategies.

“We’ve had a lot of demand for this content style over the past year,”  Keith Bendes, VP of Marketing, Strategy & Growth at Linqia, told Ad Age. “Almost every brand is trying to play in this space now.”

The “on the street” format typically involves creators approaching strangers to ask questions about various topics, from personal music preferences to rent prices. 

These videos have become ubiquitous across social media platforms, with Linqia reporting approximately 500,000 Instagram Reels labeled with the #OnTheStreet hashtag. 

On TikTok, the hashtags #OnTheStreet and #StreetInterview are collectively attached to over 250,000 videos.

Linqia’s OTS program includes creators such as Davis Burleson, whose “What’s Poppin? With Davis!” series has amassed 2.8 million followers across TikTok, Instagram, and YouTube. 

Other notable creators in the network include Wanna Play? TV and Gen Kimura, who focuses on political and social issues.

The agency’s offering extends beyond creator connections. Linqia also handles production, editing, and crucial logistical elements such as obtaining signed release forms from video participants and scouting filming locations. 

Bendes emphasizes the complexity behind these seemingly spontaneous videos, stating, “There’s a lot that goes into it that people don’t think about.”

Several brands have already tapped into this trend. After asking about rent prices, CeraVe and Skittles have partnered with Caleb Simpson, known for touring apartments. 

Prime Video, Zillow, and Progressive have sponsored episodes of Burleson’s “What’s Poppin?” series within the past three months.

Linqia recently executed a campaign for Miralax, partnering with comedian Robyn Schall to interview New Yorkers about the “Gut Gap,” highlighting that women are twice as likely as men to experience constipation.

Bendes points out the potential of episodic social content for brands. “Many brands struggle to figure out why people watch short-form videos. It’s all about the feed. But I think when you watch something that’s more episodic … you’re much more likely to follow [the account].”

He also notes the extended content lifecycle of “on-the-street” interviews. Brands can leverage behind-the-scenes footage and blooper reels alongside the main campaign video, potentially creating months’ worth of content from a single shoot.