Sprout Social Inc.
11/20/2024 | News release | Archived content
Social Media Content Social Media Engagement Perfecting your edutainment social media content strategy
Brands know social media is saturated with content. So how do you navigate the challenge of disrupting the feed?
The answer: Edutainment social media.
Blending education with entertainment is more than a trend-it's a powerful method that's reshaping how businesses connect with their audiences and develop their brand stories. The 2024 Social Media Content Strategy Report found 66% of social users find edutainment to be the most engaging of all brand content, even more than skits, memes or serialized content.
In this article, we'll explore how to create your own edutainment content and the best social media networks for those types of posts, using data from the report.
What is edutainment content?
Edutainment is a portmanteau of "education," and "entertainment." Edutainment social media content is designed to educate audiences while entertaining them. Edutainment content can include videos, podcasts, webinars, live streams, games and more. This content type typically uses eye-catching images, stories and interactive or immersive elements like audio or virtual reality (VR). It's also one way businesses can combat social media saturation-edutainment interrupts feed scrolling and makes your brand memorable.
Why edutainment content is the perfect formula for social
We found across all social networks, social media consumers are seeking entertaining content from brands. If brands balance highlighting their products and services with amusing content, consumers are more likely to buy from them.
When we asked consumers which platforms brands should avoid, the #1 answer was none. You can use edutainment social media content on almost every platform, so the opportunity is limitless. Take an intentional approach to social media content creation by tailoring your edutainment by network.
What are the best networks for edutainment content?
Each network offers the opportunity to connect with your audience through edutainment content. But let's review some stats you should be aware of, by network.
Instagram is used by 84% of social media users, the most of all networks. The main reason for scrolling on Instagram is to connect with friends and family and alleviate boredom. You can use this wide appeal to incorporate edutainment content on Instagram. Static images and short-form videos under 15 seconds tend to perform the best. Instagram is also the top social media channel for product discovery.
YouTube
Over three-quarters (78%) of all social users have a YouTube profile. We found that entertainment content is the #1 thing social media users want brands to prioritize on YouTube, followed by educational product information.
Although short-form videos are popular across networks, long-form thrives on YouTube with
51% of users saying they're most likely to engage with brands' long-form videos. However, YouTube Shorts shouldn't be ignored as consumers say 31-60 second videos are their second choice when consuming brand content.
TikTok
It'd be remiss to write an article about edutainment social media content and not include TikTok. It's more than a social network-it's an amalgamation of a search engine, culture driver, news source and online shopping platform. TikTok is a top channel for news and product discovery, with 54% of users engaging with branded content at least once per day. In terms of entertaining content, they're most interested in influencer partnerships and contests and giveaways.
Even LinkedIn, also known as "The Briefcase App," (a term coined by creator Jayde Powell) can provide edutainment content. The network's user base consists of professionals in the corporate workforce, making it a great place for you to share educational product information, customer support and community management. Sharing educational product information is the #1 thing social users want from brands on LinkedIn. And there's an opportunity to stand out by blending entertainment with the educational content you share. The most engaging content types include text posts, static images, short-form video and user-generated content.
Threads
Threads is an emerging platform that's seen massive growth since its launch in late 2024. Only 15% of our survey respondents currently have a Threads profile, but they are coming to the platform for edutainment. Entertaining content and educational product information are the top two items social media users want to see from brands on Threads.
How to create edutainment content
The best edutainment social media content captivates audiences and delivers valuable information in a digestible way. Here are actionable tips for creating compelling edutainment content across networks.
Understand Your Audience
Before diving straight into content creation, consider who your audience is and what they're interested in. Conduct a social media audit to identify their pain points, interests and preferred content formats. This will help you tailor your edutainment content to resonate with your target audience.
Explore tactics for blending education with amusement
Striking the right balance between learning and enjoyment is easier said than done. Incorporate these tips to help you:
- Keep it simple: Break down complex topics into digestible information by focusing on key points. Use clear language so your message is easy to understand. Incorporate language your audience is familiar with so the information resonates.
- Use storytelling: Incorporate storytelling techniques to connect with audiences on an emotional level and make the information more memorable.
- Use visuals: Get creative with visuals by using photos, videos, animations, infographics and GIFs to make your content more visually appealing. Visuals can also cater to different learning styles, ensuring that everyone can understand the information.
- Use humor: Inject humor and relatable anecdotes into your content if it makes sense for your brand. This can help lighten the mood and make the educational material more approachable, helping to maintain interest.
- Gamification: Evoke the fun of games by implementing gamification elements like choose-your-own-adventure, points, badges or leaderboards. These can motivate learners to engage more deeply with the content and provide a sense of achievement.
Measure performance data and iterate your strategy
Creating effective edutainment social media content is an ongoing process. Empower your creativity and decision-making by being data-driven. Use analytics tools to monitor engagement metrics such as likes, shares, comments and views. Tracking the performance of your edutainment content will enable you to make adjustments based on the insights you find. Analysis will help you understand what works and what doesn't, allowing you to improve your strategy over time.
3 examples of edutainment content
Let's explore three brands who have great examples of edutainment content on social media.
Jackson's Art Supplies
Jackson's Art Supplies is an online retailer of fine art materials in the United Kingdom. They lean heavily on storytelling and sophisticated visuals to showcase products and elevate artists' works. For example, on Instagram one of their series uses art history to tell the story behind specific colors. Below, Studio and Materials Specialist Evie Hatch describes the creation of brat green and its connection to popular culture.
Apple
Apple is known for their captivating ads that incorporate simple, yet effective messaging. In the YouTube video below, they anthropomorphize their new Mac mini. Instead of giving a product-heavy tagline from a narrator, we learn about the innovation from the Mac mini's perspective. Using a different point-of-view and personifying a product makes the video compelling and educational.
Atlassian
Atlassian provides a great model for B2B brands who want to tap into edutainment social media content by activating influencers and celebrities. The software company ran a campaign with Zach Woods using TikTok Ads. The content was launched on YouTube as well. By collaborating with an influencer, the brand incorporates humor while sharing key product messaging like "Jira projects are highly customizable, which we're typically proud of."
Want more inspiration for edutainment social media? Take a look at the brands featured in the Post Performance Report, a monthly series where we analyze social posts and campaigns inspiring us-plus we break down the business impact so you can spark your own scroll-stopping ideas, build awareness, nurture community and support your bottom line.
Edutainment social media captivates audiences
Using edutainment on social media platforms is a powerful way to connect with audiences and deliver meaningful information. By seamlessly blending education and entertainment, you can build your community while highlighting your product and services, ultimately creating increased revenue. To learn more about edutainment and other consumer trends across networks, download The 2024 Social Media Content Strategy Report.
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Jamia Kenan
Jamia Kenan is a Senior Content Specialist for Sprout Social based in Atlanta, GA. When she's not writing, you'll find her talking about the Internet from the latest TikTok trends to NFTs and the metaverse. She also enjoys trying new restaurants, hiking and watching movies.