Feeding Frenzy: The Shark Week Content Strategy That Hooks Millions

My most exciting celebrity sighting might surprise you.

It was Paul De Gelder.

If you’re an avid Shark Week fan like me, you know exactly who this is.

I saw him strolling down Abbott Kinney in Venice. Our eyes locked for a moment, and my brain lit up, signaling, “This guy looks familiar.” Then, I scanned from his face to his feet and confirmed it. It was Paul De Gelder, the shark attack survivor turned beloved Shark Week host and advocate.

My love for Shark Week runs deep. After years of getting excited for the most anticipated TV event of the summer, I realized it's a content marketing case study worth studying.

2025 marks Shark Week’s 37th year on Discovery. Last year’s event attracted 25 million total viewers, making it one of the most-watched cable events of the year! So, why is it so popular, and how did the network engineer its growth over time?

To answer the first question, you have to understand its origins. It turns out there's a healthy number of shark enthusiasts out there. When Shark Week launched, it wasn't designed for a mainstream audience. Rather, Discovery did what the best brands do: it recognized an untapped opportunity. While its programming focused on popular science and history, it saw a chance to demystify the underwater world by focusing on its most feared creature: the shark.

The very first episode, "Caged in Fear," premiered on July 17, 1988, and explored the process of testing shark cages. It caught on quickly thanks in large part to "Jaws Effect" from the 1975 thriller, Jaws.

“‘Shark Week’” was born as a counterpoint for those who developed a fear of sharks after seeing “Jaws.” It has emerged as a destination for scientists eager to protect an animal older than trees,” according to the Associated Press.

With a team of scientists laser-focused on keeping sharks safe and a growing viewership, Discovery had all the makings for a smash hit. But how do you engineer that growth?

I presume network executives asked a question something like this, "How can we make Shark Week more than just a 10-episode cable programming block?" That’s a pivotal question that changed everything.

The Strategy: How Shark Week Bites Big

Owned a Niche, Then Broadened the Appeal: As mentioned, Shark Week started with a clear focus on conservation and science. Over time, the network brought in celebrity hosts, dramatic narratives, and pop culture tie-ins to bring a massive, mainstream audience into their ecosystem.

Eventized Content: They don't just release shark documentaries one by one. They created a week-long, can't-miss event backed by hype that builds immense anticipation and gets viewers to schedule their evenings around Shark Week. People even host shark-themed viewing parties (at least I do!).

Built a Recognizable Brand Identity: The Jaws-esque theme, the iconic graphics, and the single, powerful hashtag (#SharkWeek) create an instantly recognizable and shareable brand. You see it, you hear it, you know exactly what it is.

Created Strategic & Unexpected Partnerships: From American Airlines to MiLB teams and even Kona Ice with shark-themed shaved ice, Shark Week extends its reach far beyond the TV screen. These partnerships introduce the brand to new audiences in authentic, engaging ways.

Created a Recurring Cast of Characters and Stories: Shark Week built loyalty by making its experts familiar faces. Scientists and cinematographers like Paul De Gelder, Andy Casagrande, and Dickie Chivell return year after year. The network also creates must-watch recurring thematic episodes. A perfect example is the mega-popular Air Jaws franchise, which for years has brought viewers back to see stunning great white breaches. Fans anticipate these installments like a movie sequel, transforming one-off documentaries into an ongoing narrative with a beloved cast.

Expanded Content Formats: The Shark Week experience doesn't end when the credits roll. With companion content like the late-night talk show Shark After Dark and an official podcast, they create an entire content ecosystem. This surrounds the audience, deepens engagement, and gives fans more ways to interact with the brand on different platforms.

Evolve & Adapt: They listen to their audience. By analyzing what content resonates—from high-tech science to dramatic storytelling—they refine their programming each year to keep it fresh and compelling, ensuring viewers return.

Mimic the Strategy: A Fin-tastic Framework

Stop playing in the pond with the small fish and jump in with the sharks! 

Tip 1: Create Your "Tentpole" Event

Build a campaign around a central theme or event. Could you do a "Website Security Week"? A "Financial Literacy Month"? A "Future of AI Summit"? Own a moment in time and build anticipation for it across all your channels.

Tip 2: Find Your Content's Core, Then Add Layers

Start with what you do best and what provides the most value to your core audience. Once that foundation is solid, explore new formats, collaborations, or topics that can attract a wider audience without alienating your base.

Tip 3: Develop Your Sonic & Visual Brand

What does your brand sound like? What is the event’s visual design? Create consistent assets, including a unique graphic style, a specific intro for videos, and a memorable tagline, that make your content instantly recognizable in a crowded feed.

Tip 4: Think Beyond Your Industry for Partnerships

Who shares your target audience but isn't a direct competitor? A B2B tech company could partner with a popular business podcast. A wellness brand could collaborate with a travel company. Find creative ways to share audiences and create value together.

Tip 5: Build a Content Ecosystem

Think beyond your primary format. If you write blog posts, could you host a companion podcast discussing the key takeaways? If you run a webinar, could you host a live Q&A "after-show" on social media? Reach your audience on the channels they prefer. 

Tip 6: Use Data to Drive Growth

Don't just look at what content performed well last quarter. Dig into why. Was it the format? The topic? The headline? Use those insights to actively shape your next content plan and experiment with what engages your audience most.

Shark Week has hooked me! I look forward to seeing the same hosts and researchers back in the water year after year. I like following the narratives and storylines that continue each season. I enjoy learning shark science and seeing the natural beauty that lives under the sea in far-off places.

For all these reasons, Paul De Gelder is my most exciting celebrity sighting yet. At least until I cross paths with shark daredevil cameraman Andy Casagrande. 

Shark Week is the zeitgeist of the summer, but it didn’t start that way. It was engineered into greatness–and you can do this for your brand too! It just takes some content ingenuity to get started. 

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Hi, I’m Kristen Rocco. My mission is to help ambitious B2B marketing leaders escape the minefield of content commoditization and start creating bold, category-defining work that catapults them from copycat to standout.