Traditional media coverage is no longer enough. Major cultural events have transformed into dynamic, real-time conversations, with TikTok leading the charge in creating all-access experiences that allow fans to connect and engage like never before. At NYFW, this meant exclusive access to front-row buzz, backstage chaos and all the stylish moments in between.

So, what critical shifts must publishers across every industry make, from news and sports to lifestyle and entertainment? This article will decode the new playbook for event coverage, providing the strategies to help you tap into cultural moments and nail your next big event.

Fueling Fan Passion: Front Row & BTS Content

In today's competitive media landscape, capturing audience attention demands more than just showcasing the main event. Publishers like InStyle recognize the power of behind-the-scenes (BTS) content to fuel interest and drive engagement.

These exclusive, unscripted moments hold significant value for driving engagement and connection. For publishers, this means creating content that gives your fans a glimpse behind the curtain!

Scaling Event Coverage Through Holistic Storytelling

How do you capture the entire event experience and package it up for your audience with limited time? InStyle’s solution—as the team details—lies in a unified approach utilizing “group chats and tight coordination among editors to ensure we’re capturing every relevant moment.” Holmes explained, “Our approach is a true team effort—everyone attending a show contributes to our social coverage, making it possible to deliver a dynamic, multi-perspective storytelling experience.”

The key takeaway? Embrace a holistic storytelling approach and empower your team to deliver a dynamic, cohesive narrative that maximizes audience reach and impact!

Signature Segments

In today's content-saturated landscape, familiarity can become increasingly valuable, challenging traditional notions of content repetition.

To reinforce brand identity and cultivate audience loyalty, publishers are learning the value of embracing repeatable formats.

InStyle’s interview series, "For the Streets" - a dynamic series of on-the-ground interviews capturing the pulse of fashion week, straight from the street’s fashionistas, and "InStant Replay," - a captivating behind-the-scenes series showcasing the most playful, candid, and unexpected moments of fashion week, demonstrate this effective strategy. "These formats give celebrities, influencers, and designers a clear framework, making participation seamless while ensuring brand consistency," Sally Holmes shared.

Think Beyond Traditional Formats

In addition to developing proprietary content segments, publishers experimenting with creative ways to spark new conversations and participate in existing ones are thriving on TikTok.

InStyle exemplified this fearless creative approach, launching a new serialized concept. “One of our most successful trend-driven launches was The Intern, a comedy series starring viral duo ‘A Twink and a Redhead’ (Grant Gibbs and Ashley Gill). The fictional series playfully satirizes the chaos of fashion media, following two interns as they navigate office mishaps—like returning samples and mastering the printer—all while dreaming of NYFW’s front row", says InStyle’s Editor-in-Chief, Sally Holmes.

The Power of Reactive Content

The most effective event coverage now prioritizes real-time audience interaction. Publishers should treat comments and reactions as creative fuel, transforming fleeting moments into engagement.

Holmes explains, “Audience interaction is just as crucial as the content itself. A great example is when a comment about Ken Eurich’s posture at the Tory Burch show led us to share additional content around her arrival, turning a single moment into an engaging conversation."

Create With Personality!

Audiences crave authenticity and connection. Personality-driven content builds that bridge, humanizing brands and creating meaningful engagement.

“InStyle’s tone on TikTok is how we’d talk to our friends—playful, witty, and unfiltered,” Holmes shared. “We foster inside jokes and self-referential moments with our audience, strengthening our community and deepening engagement.”

Therefore, when developing your content strategy, prioritize an authentic tone of voice and feature the real people behind your brand to cultivate a distinct personality that allows your coverage to cut through and resonate on a deeper level.

Best Practices for Publishers: In Summary

Publishers, the future is now! Forget the old playbook. To conquer the evolving content landscape, especially for events like NYFW, remember these core principles: Make it interactive and encourage audience participation. Inject humor—authenticity shines through when you let your personality loose. Tell real stories. Behind-the-scenes glimpses and genuine narratives win every time. Move fast. Speed, agility and a unified team are your superpowers.

It's time to lead, not just follow, in this new era of digital storytelling.