The term entertainment may seem "intimidating" at first glance. Yet consumers assert that one of the main reasons for their presence on social media is that they can entertain themselves and relax. Indeed, according to a study conducted by Hootsuite*, social media users do not like when brands are too focused on self-promotion. However, some brands still think differently, creating a huge gap between what they publish and what people actually want to see…A study by Hootsuite demonstrates that the majority of organizations view engagement as the key indicator to demonstrate their ROI. Only, by creating content that doesn't interest or barely interests their audience, how can these organizations generate a good engagement rate and subsequently a good ROI, if they don't give consumers what they want to see? By evaluating their success in a way disconnected from reality, it becomes difficult for brands to achieve a satisfactory ROI…
But what really hides behind the term entertainment? In three words, it boils down to "providing pleasure", which can refer to many things. Pleasure can indeed relate to humor, inspiration, emotion, enthusiasm, learning… In short, the idea behind this term is to offer something pleasant to your audience.Thus, in 2024, it will become more than ever essential for brands to focus on entertainment when creating content, to allow them to attract more attention by gaining market share over their competitors. Cultivating brand awareness, strengthening affinity and building lasting relationships with audiences through engaging and entertaining content creation will be one of the tactics to adopt in your overall strategy.In return, you will not only win the attention and interest of the public, but also its affinity, trust and desire to convert into a loyal customer. In other words, one of your objectives for 2024 will really be to re-evaluate your content, in order to better serve your audience.
Do not believe that you know everything your audience wants to see. One of the main assets of social media lies precisely in the possibility of being able to directly engage them. So take advantage of this opportunity to question and survey them and gather ideas on the type of content they would like to see.
Frequently analyze the results and statistics of your posts, especially those that perform poorly, and compare them. This is a simple and effective way to gain many insights into the effectiveness of your posts.
Wanting to get results and achieve your objectives is obviously tempting, but you must not rush. Social media are powerful means that allow you to build real value around a brand, however, this can take time.Patience will be your real ally in developing your new winning tactics.
With all these experiments, you must give social (and yourself) the necessary space and time to fine-tune your winning tactics.Don't rush to "crush these targets" or "smash these goals". Social is the best way to build brand value, which takes time - and that's just fine.
