Building solid communities with edutainment, the new frontier in communication

Video content and carousels on Instagram are the most popular formats for brands to make edutainment , or educational entertainment. Especially videos, also thanks to the increase in popularity of Reels on Instagram, are perfect for engaging and educating users on multiple topics. Some statistics have also shown that video content marketing is able to grow revenue faster and improve ROI compared to other types of content.

However, knowing how to create video content and knowing how to create engaging video content are two very different things. Many companies fail to understand how to attract their potential consumers , communicate messages to them and inspire specific actions and, unfortunately, when this happens it is very easy to find yourself wasting money on less successful content.

Luckily, there is edutainment – a proven approach to viewer engagement that allows brands to enhance their online presence by saying goodbye to old-fashioned video content.

What is edutainment

Edutainment is the process that helps make technical topics more usable , mainly on social media and in video format . This communication strategy is mainly used to improve user involvement and the effectiveness of messages , acting directly on brand awareness.

The edutainment style, in some ways, can be controversial for those companies that tend to position themselves with excessive authority on online channels. For example, some organizations may think that an educational entertainment approach takes away professionalism, but this is absolutely not the case. Today, with the constant presence of social media in the daily life of each of us, the creation of interested and loyal communities has become essential. A communicative approach such as edutainment allows you to achieve this result.

Below is the screenshot of the Instagram account @geopop

Andrea Moccia, an Italian geologist, launched this editorial project in 2018 with the aim of bringing people closer to the sciences , explaining them in a simple and understandable way. Today, the entire project, which includes several online channels, has millions of followers: a number that is constantly growing. An example of how edutainment can actually help in building a solid community, but also in telling topics otherwise considered boring, making them fun and accessible to everyone.

The benefits of educational entertainment

With the example of GEOPOP we have already understood that even the most difficult topics can be of interest to viewers, as long as they are made fun and engaging. Through an educational entertainment approach you can achieve this important result, acting directly on popularity and building a good community.

In fact, according to statistics, 72% of people would prefer to learn about a company's products or services via video, and 95% of viewers will remember a call to action after a video, but only 10% will remember a call to action. after reading it. Through an edutainment approach you can inspire your users to take specific actions, learn a topic or develop brand loyalty, helping them to remember the information you have provided them.

Best practices to enhance your educational entertainment strategy

As in all marketing and communication strategies, starting can seem difficult and daunting especially if it is a new approach. For this reason I have decided to collect some tips and best practices that can simplify the process.

How to write an edutainment-style video script

The technical aspect of writing a video script doesn't have to be that different than when you produce standard videos. However, the creative approach to adopt when telling the story changes a lot , above all because it is necessary to use a tone of voice that is accessible to everyone and a very captivating and engaging graphic style.

The length of the videos

There is no specific length for creating edutainment-style videos. For example, on the Instagram profile @milano_in_tour, an organization specializing in cultural tours in Milan and its surroundings, it is possible to find various Reels that tell of particularities and curiosities about the city, all in just a few seconds.

A different approach is that of GEOPOP, mentioned above, which tends to make much longer videos. In fact, it is not the length of the content that makes the difference, but the approach to the narration and the quality of the information . That's why it's not necessary to set limits: run tests to better understand the needs of your audience and perhaps use Instagram Stories, specifically the "Polls" sticker to collect sincere feedback on your work.

The main thing is not to overdo it

When it comes to edutainment it is important not to lose focus on the content to make room for entertainment. It is a very delicate balance, but remember to always pay attention to the quality of the information without forgetting the more curious and amusing side.

In conclusion

Brands that need to achieve specific goals through their video strategy can reap huge benefits from edutainment. The important thing is to establish precise objectives and measurable KPIs in order to calculate the return on investment given by this approach.

Obviously, as with all things, some effort is required and it is impossible to expect immediate results. Rather, it is a medium-long term strategy capable of bringing enormous benefits.