Social media has transformed into a realm focused on entertainment and education rather than personal connections, signifying a shift in user priorities toward engaging content.
66% of social users find "edutainment" to be the most engaging brand content, outpacing previously favored formats such as memes and skits, stating that it's a crucial component of social media engagement.
Instagram leads with 84% of social users holding a profile, highlighting its role as the most effective platform for engaging brand content and encouraging higher brand utilization.
YouTube remains essential, with 78% of users having a profile, especially popular among Gen Z and Millennials, favoring longer brand content that delivers depth in storytelling.
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