Social media marketing is dead….at least the way many have been doing it.
Most social media marketing strategies exist with the following three areas as a support: Content marketing, Influencer marketing, ads (and more ads).
It’s not to say that any of these things don’t make up a good SMM strategy – but marketing platforms change all the time – and so do user’s behaviors.
Just look at the billboard industry transformation: For decades, billboards used to be printed on massive cutouts. Now, they’re all LED and motion graphics.
In the same way, social media is undergoing some significant changes right now. It’s true that short form content is taking over most platforms. But it’s all moving away from social networking and communication into entertainment.
And not just entertainment – Advertainment. The merging of the terms “advertisement” and “entertainment,” had already been gaining traction in digital marketing. Advertainment involves creating advertising content that is entertaining, engaging, and non-disruptive, aiming to capture the audience’s attention in a more enjoyable and memorable way.
Here are some key aspects related to the rise of advertainment in digital marketing and what your organization should consider possibly leveraging this next year:
Content Storytelling: Advertainment often relies on compelling storytelling. Brands are leveraging narratives, characters, and plotlines to create content that resonates emotionally with the audience, making the advertising experience more enjoyable and memorable.
Interactive Content: Incorporating interactive elements into advertisements, such as quizzes, polls, and games, enhances user engagement. Interactive advertainment allows users to participate actively, making the experience more immersive and enjoyable.
Branded Content and Partnerships: Collaborations with influencers, content creators, and other brands can help integrate products or messages seamlessly into entertaining content. This approach makes the advertising feel less intrusive and more like a natural part of the user’s experience.
Short-form Video Content: Advertisers are leveraging platforms like TikTok, Instagram Reels, and YouTube Shorts which have become popular for short, entertaining videos. Brands are creating catchy and fun videos to capture the audience’s attention in a short span and convey their message effectively.
User-Generated Content (UGC): Advertisers and organizations are encouraging users to create their own content that can contribute to advertainment. Brands can feature user-generated content in their marketing efforts, fostering a sense of community and authenticity.
Live Streaming: Live streaming as advertainment provides an opportunity for real-time interaction with the audience. Brands are using live streams for product launches, behind-the-scenes content, and interactive Q&A sessions, creating an entertaining and engaging experience.
Augmented Reality (AR) and Virtual Reality (VR): Leveraging AR and VR technologies to create immersive and entertaining experiences through advertisement purposes is VERY unique these days. This could include interactive AR filters, virtual try-on experiences, or VR simulations that engage users in a unique way.
There are so many other ways to turn your marketing efforts towards the future but this shift isn’t going away anytime soon.
If you are advertising, make it adver-tainment. If you are education, make it edu-tainment. Informational marketing? Make it info-tainment.
People seek to learn and grow while they’re online, but to make their experiences engaging and entertaining is both exciting and revolutionary!
If you want to learn more about this new trend in marketing or how your team can leverage these new techniques, feel free to reach out to Onya today.
