You’re competing with cat memes: why entertainment matters

One of the core themes from last week’s Digital Marketing World Forum (DMWF) was the need for content to be entertaining to stand out in today’s saturated social media environment. Creating engaging and entertaining content is no longer a nice-to-have, it’s a must. And while that might sound straightforward on the surface, you need to remember you’re not just competing with other brands for attention. You’re competing with cat memes.

You’re scrolling through your feeds, skipping past friends’ updates, breaking news, and the latest dance flashmob, until you’re stopped in your tracks. A cat in a blanket appears on your screen and your thumb instinctively pauses from scrolling to the next post.?

These posts captivate audiences effortlessly, capturing and retaining their attention amidst the sea of distractions. How often do you share memes with your friends??

With Instagram starting to show public share counts as well as boosting content that is widely shared, shareability is more important than ever. And entertainment is key to that as posting entertaining content not only captures attention but also enhances its visibility and reach through algorithmic promotion.

Social-first content?

Social media is where audiences spend a huge proportion of their time, and your content has to be optimised to thrive on each platform. There’s nothing worse than seeing content that has been awkwardly cropped to fit into an Instagram reel. Social media shouldn’t feel like a second thought, but rather a central pillar in any campaign. By designing a campaign with social content in mind at conception, you can ensure that the creative has maximum impact on the platforms.?

Let’s look at the recent campaign from lastminute.com as an example. They’ve launched a series of short, vibrant videos tailored specifically for social media. The campaign features bright visuals and a brief, but engaging storyline of how quick and easy it is to book on the platform, while being relatable about where we’re looking for holidays (at work, on the bus, even on the loo!). This social-first approach has been perfectly crafted for short-form video platforms like TikTok and Instagram.?

The balancing act

However, a warning must come with chasing entertaining content as another crucial theme from DMWF was the importance of authenticity, something we discussed in the review of our 2024 marketing predictions.?

While Threads initially became a place for brands to let loose from their typical brand guidelines, with SMMs chasing the most ‘unhinged’ content, for a lot of brands that felt really jarring and not in line with the audience’s expectations. So while you should look to provide entertainment from your content, you must also remain true to your brand image and tone of voice. Authenticity ensures that your audience can trust and relate to your brand which is vital for long-term engagement and loyalty.?

So we’ve told you why it’s important, but how do you make these changes to your content? We’ve got you…?

7 Strategies for Creating Entertaining, Authentic, and Social-First Content

1. Know your audience

Understand what resonates with your target audience. Are they drawn to humour, emotional stories, or interactive engagement? Tailor your content to align with their preferences without compromising your brand voice.

2. Tell a story?

People are naturally drawn to stories. Craft narratives that are relatable and compelling. Whether it’s customer testimonials, behind-the-scenes looks, or bringing out the characters behind the brand, storytelling can make your content memorable.

3. Leverage user-generated content

UGC can be a goldmine for entertainment, LADbible is a great example of repurposing UGC for a brand. By encouraging your audience to share their own experiences with your product or service and then featuring these stories, you can create a sense of community and authenticity in one.?

4. Humour and relatability?

Injecting humour in your content is another way to make it more relatable and shareable. But it must align with your brand voice or you risk alienating your audience.?

5. Interactive content?

Polls, quizzes, and interactivity can turn passive viewers into active participants, increasing their engagement with your content and further developing that bond with your brand.?

6. Stay true to your brand

While it’s tempting to jump on every new trend with the hope of making it viral, make sure that anything you publish fits seamlessly with your identity. Authenticity builds trust and deeper connections with your audience.?

7. Optimise for social media?

Design your campaign with social media in mind at the concept stage. Use platform-specific features to create content that feels native to each platform.?

Entertainment isn’t just fun, it’s essential

In social feeds dominated by cat memes and viral content, it’s a difficult environment to make your content stand out. By understanding your audience, incorporating storytelling, and injecting humour, you can elevate your content into shareable entertainment. So remember, the goal isn’t just to inform, but captivate your audience, converting them from passive consumers into active advocates for your brand.?

However, it’s equally important to maintain authenticity. Whatever your content, it should reflect your brand’s core values and voice, leading to a consistent and trustworthy presence.?

If you need a hand with designing an entertaining social media strategy or help with the day-to-day running of your accounts, we’re here to help. Get in touch with us at Tiny Lagoon Studios to chat all things social.?

*If we lost you at cat memes, here’s our favourite subreddit:? https://www.reddit.com/r/Catmemes/