"Most people don't open social media hoping to see an advertisement. They're there to be entertained, distracted, or to feel something. Brands show up assuming there's an audience for their message, misunderstanding the platform."
"Audiences have just gotten much sharper. They know when something is trying too hard, when it's overproduced, or if it's just another version of something they've already seen."
"Entertainment brands understand this well. They live in a world where attention is the product. They don't treat social as a basic distribution channel, they see it as a stage."
"Brands outside of the entertainment space are taking notes-like Stanley, which has leaned into follower moments, and Lowe's, which focuses on utility as entertainment with short-form content."
Most social media users seek entertainment and connection, not advertisements. Brands misinterpret this by assuming audiences want their messages. Audiences have become discerning, recognizing overproduced or repetitive content, leading to skepticism. Entertainment brands excel by treating social media as a stage, creating engaging content. Netflix exemplifies this with relatable memes and commentary. Other brands, like Stanley and Lowe's, also adapt by focusing on community engagement and useful content, shifting from traditional advertising to earning attention through genuine interaction.
Read at Inc
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