Within the span of 26 years, social media has reworked from a easy communication instrument to a robust advertising and marketing platform. From the early days of Six Levels to the rise of TikTok and the introduction of Threads, manufacturers have needed to adapt to this always altering panorama. And consequently, so has the position of social media managers.

From content material creation to neighborhood administration, the obligations of social groups have expanded considerably. And with the recognition of video, it’s clear that leisure is vital in your social media content strategy.

As a model, it’s necessary so that you can adapt to this shift and have interaction your viewers in a extra genuine and private approach.

On this article, you’ll find out how social media leisure grew and methods you possibly can method it to your model to extend your loyal buyer base whereas staying related.

We additionally share excerpts from Sprout’s Webinar Masterclass sequence, the place Rachel Karten, social media marketing consultant and creator of the Hyperlink in Bio publication, shared her ideas on creating intelligent content material that resonates along with your audiences.

What spawned the period of social leisure?

Social media was once a option to talk straight along with your neighborhood and the algorithm barely had any affect over your feeds.

So in the event you adopted a model on social media, you’d see their posts in your feed no matter any optimization. At this time, each publish is influenced by elements like format, creativity, hashtags, how individuals have interaction with it and the ever-changing algorithm. Plus, everyone seems to be competing for consideration.

Consequently, social media has turn out to be simply as necessary for constructing model consciousness as fostering neighborhood, and it requires genuine storytelling and curating a novel voice to face out. It’s additionally turn out to be a supply of leisure, which audiences are craving greater than ever.

Let’s break down how this evolution in social media leisure happened.

The pandemic made lo-fi content material a necessity

With most individuals locked of their properties throughout the pandemic, the common time US customers spent on social media in 2020 climbed to 65 minutes daily—a big leap from the earlier 12 months. This fast improve pressured entrepreneurs to ditch conventional practices and get artistic with their concepts.

Enter lo-fi (low constancy) and personality-driven content material. With audiences craving authenticity and extra human interplay, polished content material was not sufficient. Manufacturers like Oreo had been a few of the first to undertake lo-fi content material and enviable creativity.

Actual individuals and actual faces are what audiences needed whereas being quarantined. And types responded with their workers and even CEOs posting tales and taking pictures Reels proper from their telephones.

Viewers preferences for storytelling in advertising and marketing

Extra time at house and on their telephones additionally meant audiences had been wanting for extra leisure. A robust storyline, well-developed characters, conflicts and determination are foundational parts of a compelling story. And social media content material isn’t any completely different. Audiences search leisure and you’ll have their undivided consideration on social media, offered you beat your opponents who’re vying for a similar consideration. You are able to do this with content material that’s eye-catching, distinctive and relatable.

The pandemic and earlier world modifications just like the rise of smartphones and even the Hollywood writer’s strike approach again in 2007 that spurred immediately’s actuality exhibits, modified the way in which audiences eat content material. They’re nonetheless in search of the identical parts any good story has however with out the sensation that it’s contrived and faux. It’s an indication of the occasions.

Plus, with the Web turning into extra accessible, you possibly can’t get away with unsubstantiated claims. As Rachel identified within the Masterclass, individuals’s tolerance for BS is at an all-time low.

Essentially the most profitable manufacturers leaned into this evolution in content material consumption, adapting their methods to inform tales that resonate with their viewers.

For instance, this YouTube video from Google makes use of storytelling to subtly spotlight its options whereas additionally evaluating them with a competitor within the friendliest method.

The “TikTok impact”

Leisure’s place in social media was solidified when TikTok arrived on the scene. TikTok initially entered the market as a social media leisure platform and has shortly secured its place in each model’s social media advertising and marketing technique.

TikTok was actually a individuals’s app, empowering common individuals to create and publish genuine, short-form video content on any topic. The app’s rating algorithms additional leveled the taking part in area, enabling movies to look on feeds based mostly purely on the extent of engagement it obtained equivalent to views, likes and shares, giving rise to TikTok developments or “challenges”.

TikTok campaigns just like the #ChipotleLidFlip problem and the #GuacDance problem resulted in over 250K video submissions and 430M performs in simply six days. After the #GuacDance problem, Chipotle reported over $800K sales of their guacamole on Nationwide Guacamole Day.

With its short-video format and intelligent positioning, TikTok took the world by storm, changing YouTube because the most-watched app in 2021, and Netflix because the most downloaded app in 2022.

And it influenced client preferences as nicely. The 2022 Sprout Social Index ™ discovered that audiences choose social content material pushed by model persona. Plus, 34% choose movies which can be genuine and fewer produced.

A data visualization depicting types of social content customers like to see from brand they follow, according to The 2022 Sprout Social Index research. Posts highlighting a product or service took the top spot with 51%.

3 methods to create extra entertaining social content material

Social media groups are successfully in-house content material creators, which implies it’s worthwhile to know the newest developments and align them along with your model values. All whereas guaranteeing you entertain your viewers.

However as Rachel famous, “It’s actually necessary you perceive that social is now leisure first.”

There’s no one-size-fits-all method to social media leisure. This freedom offers you the prospect to experiment with completely different content types and codecs. However there are some hallmarks that may assist manufacturers adapt their voice to be entertaining.

Listed below are 3 ways you possibly can lean into leisure along with your social content material:

1. Lead with persona 

Each model has a definite persona that units it aside from opponents. Work out your strengths and weaknesses, and carve out a distinct segment for your self. To do that, it’s worthwhile to:

Transcend having a powerful voice and tone

Tone and voice are essential to each model persona, however in a always altering social panorama the place manufacturers are competing for shoppers’ consideration, it’s essential to transcend the standard route.

Take, for instance, price range airline, Ryanair. With its self-deprecating humor and witty responses, the model has turn out to be synonymous with disruptive social media advertising and marketing. Their content material isn’t simply one other advertising and marketing asset, it engages their prospects and builds a way of neighborhood the place audiences share fun and their adventures on the airline on social.

Put a face to your model, and depend on creators as wanted

As an alternative of collaborating with creators often, consider them as an extension of your social staff.

As Rachel shared, “I believe a technique to consider creators and influencers is sponsored posts, however one other approach is how can we convey them onto our channels and use their comedic timing and their persona on our channels.”

In case your influencer price range is proscribed, encourage your co-workers to share some behind-the-scenes content material or encourage your prospects to create content material along with your merchandise. It’s additionally an ideal resolution in the event you or your social media staff isn’t comfy being on digicam.

Outdated Navy encourages its prospects to make use of their hashtag #OldNavyStyle on social media to share movies or pictures with their merchandise. This technique has result in a rise of greater than 500,000 posts on Instagram and TikTok movies getting over 15.5k likes.

2. Be actual

No, we’re not speaking concerning the social platform known as “Be actual”—we imply be genuine.

With social media turning into so ubiquitous and audiences turning into more and more savvy to advertising and marketing and gross sales techniques, manufacturers can not depend on superficial content material. Customers are in search of honesty and authenticity with content material that gives worth and is relatable.

To strike the fitting authenticity chord, it’s worthwhile to:

Embrace lo-fi, cease exhibiting up good

Not solely is it cost-effective but in addition exhibits the human facet of your model whereas delivering larger ROI with smaller budgets. Shoot unpolished videos or seize product photos out of your telephone and hit publish.

Fenty Magnificence, with over 2.4M followers on TikTok, embraces the platform’s lo-fi content material type, letting their neighborhood and merchandise converse to the worth of the model.


Serving y’all fiyaaa unboxing content material by the one & solely ✨Muva @Rihanna 🤩☀️ Get into the viral #FentySummatime assortment that’s been promoting out quick! 😮‍💨⤵️ 🩷#FENTYBEAUTY web site unique Summatime Water Bottle 🩷#POUTSICLE Hydrating Lip Stains in ‘Gem and I’ + ‘Fuchsia Spouse’ 🩷#MATCHSTIX Colour-Adaptive Cheek + Lip Stick in ‘Strawberry Pop’ 🩷#FENTYICON Lipstick in ‘Miss Sweet Venom’, ‘Tropic Doll’ & ‘Nosy Rosy’ Snatch up these restricted version Summer season gewds whilst you can, bestie boos!! ❤️‍🔥

♬ original sound – Fenty Beauty

Humanize your model

Make your content material really feel like an individual, not a model. For instance, BTS video out of your workplace, manufacturing unit, kitchen, and so forth.

“Consider artistic methods to make your content material really feel extra like an individual, like a peer’s content material, and never like there’s some model form of speaking all the way down to your viewers.”

At Sprout, we regularly recruit workers from numerous groups to star in our social movies to indicate the individuals behind the model.

Screenshot of Chris Strong, Director of Product Marketing talking about customer feedback that put Sprout on G2’s best software list for the seventh consecutive year.

3. Optimize for shareability

Social media algorithms are focusing extra on discoverability, serving to provide infinite leisure with creators and types you could not comply with but. Relevancy and relatability drive individuals to share content material.

To create such content material:

Faucet into particular communities

Converse on to your viewers by posting content material that connects your model to their values.

Take this Tweet from Uber Eats, for example. They celebrated Father’s Day by sharing some jokes on their feed and subtly encouraging customers to order one thing particular for his or her dad. They highlighted the significance of spending high quality time with family members whereas appreciating the position fathers play in our lives.

Screenshot of an Uber Eats Tweet on Father's Day. The message reads: Forgetting Father's Day would be a big mis-steak. The accompanying image is of a mouth-watering steak served on a wooden board.

Faucet into “common truths” to your viewers

Folks relate to common truths probably the most, making them really feel seen and it builds a way of belonging. It may be content material that breaks stereotypes, talks about shared experiences or simply is enjoyable.

Faucet into neighborhood constructing with social media leisure

Social media is a chance to construct significant relationships along with your prospects. Harness the ability of social media leisure to attach along with your viewers on a deeper stage and construct a way of neighborhood that fosters model loyalty.

And with instruments like Sprout that help in growing partaking captions for social posts and capturing buyer developments from social listening, alternatives to remodel your model technique for max influence are limitless.

Watch the Masterclass webinar with Rachael Karten to be taught extra about creating significant content material that entertains and engages your audiences in an actual, genuine approach.

Continuously requested questions

1. How does social media influence leisure?

Social media has modified how audiences eat content material by turning into leisure platforms. It’s not nearly connecting with household and buddies. Quick-form video platforms like TikTok and conventional social networks like Fb and Instagram have opened up new doorways by optimizing their algorithms for discovery and engagement and creating an infinite scroll of entertaining content material.

2. How has social media modified leisure advertising and marketing?

Social media has result in a rising growth in content material creators growing user-generated content material that’s entertaining, genuine and monetized. These influencers have turn out to be simply as influential as celebrities and enabled manufacturers to optimize advertising and marketing budgets to achieve wider audiences and construct deeper connections with prospects.

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