Abigail Stryker 
If you have social media (or know women between the ages of 18-54), chances are, you’ve seen content related to the Amazon Prime hit series, The Summer I Turned Pretty. Based on a book series penned by Jenny Han, and now in its third and final season, the show follows Isabel “Belly” Conklin and her relationship with two brothers, Conrad and Jeremiah Fisher.
It’s a coming-of-age romantic comedy that took over Summer 2025 by storm. However, exceptionally high viewership isn’t just what has made season three such a success; it’s the virality on social media that took the show to another level.
Let’s break down exactly why #TSITP is all over your feed, and how you can use the show to reach new audiences and elevate your own brand.
Someone to root for
For those unfamiliar, *spoiler alert*: Belly originally dated Conrad, then Jeremiah, and then she got engaged to Jeremiah. However, she later admitted that she still loves Conrad (messy, I know).
What about this plot makes it marketing gold? The two brothers give us someone to root for; you’re either #TeamConrad or #TeamJeremiah (there is a right answer, but I’ll keep my opinions to myself).
Many brands, sports teams, and influencers have used their platforms to share who they are rooting for, connecting them to a younger and potentially new audience. For example, Ali Riley, a pro soccer player, made this post capitalizing on the show’s virality and mixing it in with her profession (bonus points for using the show’s audio).
As I mentioned, you also don’t have to be a fan of the show to hop on the trend. In this TikTok video, players on the Cincinnati Bengals were asked who they’re rooting for. None of the players knew about the show, but that didn’t stop the video from receiving 230K likes and over 1,600 comments.
Joining the conversation
Another way brands have been engaging on social media is in the comments section. Any social media pro knows that engagement is key to growth, and it goes both ways. By leaving a comment, brands are taking a low-risk approach while inserting themselves into the conversation. Here are a few comments left on various posts from @The Summer I Turned Pretty from some major brands:
Bringing people together, IRL
A great way to fill your space with new faces? Consider hosting a watch party! Throughout the country, restaurants, bars, apartment buildings, and even retail stores have been hosting watch parties every Wednesday night when new episodes drop to bring in new business.
The key to a successful event is having an influencer host the party. For example, Philly’s Micro Influencer of the Year, @tropicalcandiace, hosted a watch party at The Filter Club, which brought together small local businesses in one space. The event was open to members and their guests, bringing together the existing community and potential new members. Attendees also received gifts from local businesses, snacks, drinks, and more.
A popular restaurant, Craft Hall, is also hosting a watch party for the series finale and running drink and food specials throughout the night. Overall, watch parties are a great way to boost visibility and create a sense of community.
The meteoric rise of “The Summer I Turned Pretty” offers a masterclass in modern marketing that extends far beyond traditional viewership metrics. By creating polarizing yet lovable characters, fostering authentic community engagement, and bringing digital conversations into real-world spaces, the show has demonstrated how brands can tap into cultural moments to reach new audiences authentically.
Whether you’re Team Conrad or Team Jeremiah, one thing is clear: the most successful marketing strategies today aren’t just about selling a product; they’re about creating experiences that people want to be part of, discuss, and share.
As we wave goodbye to Cousins Beach, the lessons from this summer’s biggest cultural phenomenon will continue to inform how brands can turn fleeting trends into lasting connections with their communities.
Posted In Digital Strategy & Social Media, Media & Culture