Why do you think 66% of social media users find edutainment to be the most engaging type of brand content? How can this statistic influence a content creator’s strategy?

The episode kicks off with Brett and Tonnisha dissecting the term "edutainment." Although they are unsure of who originally coined the term, they agree that it's a blend of education and entertainment—an approach that has been around longer than most people realize. Think about learning the ABCs through a catchy song; that's edutainment in its simplest form. Tonnisha explains that edutainment has become a popular strategy in social media marketing and content creation, with a focus on engaging audiences by making educational content entertaining.

Sprout Social's Report on Edutainment

Tonnisha refers to a Sprout Social report highlighting that 66% of social media users find edutainment to be the most engaging type of brand content. This statistic underscores the effectiveness of this approach in capturing and maintaining the audience’s attention. Brands that incorporate fun elements into their educational content can simplify complex topics, making them more accessible and enjoyable.

Local Examples of Edutainment

To illustrate the concept, Tonnisha points to the Columbus Library, which has effectively used edutainment to change public perception. Rather than focusing solely on books, the library’s social media content showcases various services it offers, such as a business center for small business owners.

True Crime Podcasts as Edutainment

Tonnisha’s love for true crime podcasts provides another insightful example. She explains that true crime podcasts strike a balance between education and entertainment. Audiences learn about real stories and investigative techniques, while the narrative style keeps them hooked. She cites Payne Lindsay’s "Up and Vanished" and the famous podcast "Serial" as prime examples. These podcasts not only entertain but have also led to real-world impacts, such as the overturning of Adnan Syed’s sentencing, showcasing the power of edutainment.

Three Steps to Creating Quality Edutainment Content

Tonnisha shares three essential steps for creating engaging edutainment content:

1. Speak Confidently About What You Know: Focus on topics within your area of expertise. This allows you to create authentic and informative content easily. For example, Tonnisha feels confident discussing social media and email marketing but would steer clear of SEO, an area outside her primary expertise.
2. Be Authentic: Authenticity is crucial in today’s saturated social media environment. Being true to yourself will resonate more with your audience. If you’re not a natural jokester, don’t force it. Authenticity builds trust, and as Tonnisha illustrates with the example of The Daily podcast’s host Michael Barboa, consistency in style and tone can create a loyal following.
3. Don't Overthink It: Keep the content creation process simple. You don’t need elaborate setups or expensive props. Often, raw and unpolished content can be more relatable and engaging. Brett and Tonnisha emphasize that pushing boundaries can be beneficial but should be done within the scope of your brand's identity and values.

Expanding Your Content Creation Horizons

The discussion touches on the importance of experimenting with different forms of content. Brett, for instance, talks about his venture into video content this year, despite it being outside his comfort zone. They both agree that trying new formats—whether it’s video, behind-the-scenes looks, or different styles of podcasts—can invigorate your content strategy.

Audience and Branding Considerations

Tonnisha advises considering your audience’s preferences when planning content. Not everyone may be on board with current trends like TikTok dances, and that’s okay. Your content should align with what your audience finds entertaining and educational. Brett adds that staying true to your brand is crucial. If a certain style or type of content doesn’t fit your brand, it’s perfectly acceptable to say no.

Key Moments

00:00 Columbus library excels with fun educational content.

04:33 True crime podcasts educate, entertain, and inform.

07:30 Focus on content topics within your expertise.

12:40 Include video in podcast sessions for authenticity.

14:23 Push boundaries with creative, educational content creation.

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Each week, one of The Circle of Experts talks about critical aspects of growing your podcast. We focus on marketing, social media, monetization, website design, and implementation of all of these to help you make the best podcast possible.

Have a question or an idea for one of our episodes? Send us an email at [email protected].

The Circle of Experts are:

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Tonnisha English-Amamoo of TJE Communications

Don The Idea Guy

Brett Johnson, My Podcast Guy®, from Circle 270 Media® Podcast Consultants

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