TWO-THIRDS OF CONSUMERS WANT ‘EDUTAINMENT' CONTENT FROM BRANDS

Summary from the TLDR Marketing newsletter

66% of consumers find “edutainment” content to be the most engaging form of brand content. Instagram leads in usage, with 84% of social media users, especially Gen Z and Millennials. Despite the social media ecosystem becoming more complex, 48% of consumers have engaged more with brand content in the last six months. TikTok is favored by Gen Z for news (63%) and product discovery (77%). Facebook remains a top platform for customer care amongst Baby Boomers and Gen X.