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 podcasts@circle270media.com.

The Circle of Experts are:

Yasmine Robles from Robles Designs

Tonnisha English-Amamoo of TJE Communications

Don The Idea Guy

Brett Johnson, My Podcast Guy, from Circle270Media Podcast Consultants

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Copyright 2024 Brett Johnson, My Podcast Guy™

Welcome to the Circle Sessions featuring the Circle of Experts. Each week, one of the Circle of Experts joins me to talk about some critical aspects of growing your podcast. We focus on marketing, social media, monetization, and website design to help you implement all of these together. On the Circle of Experts are Yasmine Robles from Robles Designs, Tonnisha English-Amamoo of TJE Communications and Don The Idea Guy. I'm Brett Johnson from Circle 270 Media Podcast Consultants. This week, Tonnisha is here from the Circle of Experts. Tonnisha is on a mission to help small businesses level the playing field through digital marketing solutions. Tonnisha, thanks for joining me again today.

Yes. Thank you for having me.

I love this idea that you wanna talk about in this episode, because I I think we've all, at least, have heard of this term, but maybe Mhmm. Hasn't we haven't taken a dive into it and kinda go what does it really mean? Yeah. The the term edutainment for for content. So, obviously, this has gotten on your radar. So talk a little bit about how how you found it or, you know, what what intrigued you about when you saw it, and and going forward with that?

Yeah. So I I'm not sure who coined the term, but I feel like edutainment is something that we have experienced probably since, like, kindergarten. Okay. I mean, even with learning the ABCs. Like, it's a song, that we sing, that's teaching us the alphabet, essentially. So edutainment is education plus entertainment. And so this form of content, now that it has a word, has been something that, a lot of social media marketers and content creating teams have been using to, promote their services or business or products. And so I was looking through Sprout Social, of course, and checking out some recent reports, and they have a report that says 66% of social media users find edutainment to be the most engaging type of brand content.

So people, you know, are really loving when brands kinda, like, take the seriousness out of things, and find a way to educate people on what exactly it is that they're selling or offering in a way that's fun, but also informative. And so immediately, when I think about edutainment here locally in Columbus, Ohio, I think about the Columbus library. If you are not following them on social media, social media, whether you have a library card or not, the content is just hilarious. I mean, I can't really, like, give a good example, but, like, they do a great job of not only just, like, having fun about the library, which I feel like when you think about the library, it's not necessarily, like, this exciting place to be. Like, you know, traditionally, it's supposed to be quiet, which they they actually did a video about that too in the past about how the library is not necessarily a quiet, you know, place all the time anymore. But they do a great job to not only, of course, tell you about how at the library, you can check out books. We all know that. But it offers a lot.

I mean, even for small business owners, you can go to the library to do research on your business. They do have a business center, a nonprofit business center as well at the main library, and that's something that I honestly didn't know. I I did not know that there was a business center at the library.

It seems like they do a lot of stuff on the low key almost. You know? And and then they do it well. Yeah. Yep.

Yes. So that is a lot of what their social media is. It's taking those little things that if you're like a frequent library goer, you probably know and making sure that they are, essentially telling everybody, like, hey. Did you know that we have this at the library? They're doing a series right now I've seen on one of their security guards at the at the at the main library. I believe that he's also an artist.

Okay.

And so they have some of his work featured, and they've been doing, like, a lot of little, like, fun videos with him. And so that's just a great example of how, you know, yes, it's the library. You go there to get books, but there's other stuff there for you to engage with.

Right.

And as I was also thinking about this topic, you know how much I love true crime, but I thought that that was another great example of that might help people kinda understand what that means. And so with the true crime podcast, the education part is that we are learning about real stories, and we're also gaining some knowledge about how crimes are solved and maybe even some survival skills. And then also, we're learning how if we see something, how do we go about saying something? How do we go about staying vigilant in our lives? And I think the entertainment part comes from the ones who are narrating these podcasts, and they're making it, you know, those cliffhangers that you wanna hang on to, like, well, what happened? Did they solve the crime? What happened? I mentioned Payne Lindsay from Tinder Foot TV with his Up and Vanished podcast. They were able to use the entertainment of a podcast, to solve a 10 year old missing person's case. I would say probably one of the most, famous true crime podcast was Serial. Were you ever a fan of Serial?

That that was one that was that was one that kinda drew me into podcasting as well along with a lot of others, but it's just that coincidence of time that it was, yes, definitely Yes. A good mixture of

Yeah.

Of education around the case. Mhmm. And then Around

the case.

And then the storytelling, which was the entertainment piece of it, I guess, you could say. And Yeah. And I think it's a it's a loose use of the word entertainment, but it's that we were entertained by listening to it, though, because it was a Exactly. It was a story well told. That was the that was the entertainment of it. Yeah.

Exactly. And through that, Sarah Koning and Julie Snyder, they were able to help get Adnan Syed. His his sentencing was overturned, and he was released

Yeah.

Through some of the work from that podcast. So I think when we think about, edutainment, when what the entertainment part, I feel like we probably all can do that pretty well. Yeah. The education part, I feel like sometimes we might over think because we just assume like, for me, working in marketing, well, everybody knows the difference between, you know, reach and impressions. So, like but you have to remember that that's not the case. You're the expert in whatever it is that your podcast is about, and not everybody knows that. So even those little things that may seem like common knowledge to you and maybe other people in your industry, may not be the case for other people. So I have come up with 3 steps to creating some quality edutainment content.

Okay.

Number 1, I would say to speak confidently about what you know. So with me being in the marketing industry, using Yasmin, for example, I feel like people confuse, like, SEO, marketing, advertising. It's, like, all one thing. And while they are under a an umbrella that they can all be connected, my knowledge of social media and email marketing does not really translate to SEO. I'm not a SEO expert. And so when I go to create edutainment content, I would be focusing on that social media, the email, the content development. So as you are thinking about creating content for yourself to really just stick to topics that you know, because then it it'll be easier for you to make it funny because you know the ins and outs. You may know some of the, insider industry jokes that you can kinda play into when creating content.

So just really think about topics that you feel confident about. Like, if right now you got put on the spot and said, tell me 3 things I should do in x, y, and z industry you would be able to talk about, stick to those things.

Right.

And then number 2 is to be authentic. I feel like I've used the authenticity word a lot on on the podcast, but I feel like this is something that, is often overlooked. And, you know, in in today with social media being so saturated within almost every industry, it's really important that we are authentic in who we are. And so if you're not a person that is, you know, a jokester and you like to do the TikTok dances and stuff, you don't have to do that to be able to essentially entertain people and and have a good time with creating your content. You know, I listen to a podcast pretty much every single day. It's called The Daily. It is a podcast by The New York Times. I prefer when Michael Barboa is the host because his voice, is, like, very monotone.

And to me, I love it. Some people don't. If you go on Twitter, some people don't like his voice. They, you know, think that it's boring, but I like it. So if one day, Michael gets on the podcast and he's, like, super, like and to me, sometimes you can tell when he's upbeat and chipper, but, like, if if he was, like, doing something outside of the norm, I'd be like, woah. Like, what is happening here? This isn't, like, the usual. I mean, it even took me a while to get adjusted, you know, after he had a kid that there were, like, 2 other hosts now. Like, no.

Where's Michael?

Right. Right.

Right. So Yep. So, you know, just really sticking to who you are. Mhmm. And then with all that being said, just really not overthinking it. Trying to you know, you don't have to go out and buy a bunch of props and do this, like, over the top thing. It's it's really just you and and your phone, or maybe if you have somebody to film it for you. It doesn't have to be a huge production.

People enjoy, you know, just seeing that raw content. I think Yasmin also does a really good job with edutainment for Robles designs as well. Yeah. So that's another great example. So, yeah, speak confidently about what you know. Be authentic. Don't overthink it. It's meant to be fun.

It's not, you know, this super serious buttoned up thing. And a lot of consumers are finding it really exciting to just see people, you know, a little more relaxed and and having fun with what they already love to do anyway.

Right. Yeah. I think if you combine those three things you talked about, if you if one of those are a weak link, you probably will not continue in the long run because it's it's just too hard. It it's almost you're being a fake self and Right. And you just won't wanna do it because the the well's empty. You don't you don't where else to go with because you're not, especially the third one, of just, you know, it's it's that Don't

overthink it.

Do it. Yeah. Don't overthinking it. Just it's just a lot of content creation. I've noticed too, and I tell podcasters this, and and you've told them as well too, is just do it. Just do it because it's that habitual, creation of a of a formula that helps you. And it's easy to fall off that train. It really is, but it's that get get used to what you want to do.

And if, but that doesn't mean you shouldn't, I think at least, push the boundaries for yourself too. You know, again, I'm not a this this year was my year to get into video. Do more of this. You know, record podcast sessions, not necessarily do, you know, video of me walking in the woods and talking, that sort of thing. But it's that

Right.

It's that, you know, okay. When I do a podcast session, if at all possible, do video with it as well. Knowing there's some value to have that video with it and to get used to seeing myself being on a, you know, a podcast, that sort of thing. Because I it's just it's not my thing. I you know, I'm I'm not big on that, but it's that. But I also know I have the confidence now doing it. I'm okay with it. Now, what what next steps I take, I have no clue, but it's that, again, you know, having fun, authenticity, and and just being true to yourself Mhmm.

And what you wanna do. So Yes.

And I also think there are clearly different forms of entertainment. Some people think podcasts are boring. Mhmm. Some people still listen to, like, FM or AM radio. Some people like watching TV shows. Some people would rather binge a TV show. So when we think about entertainment as well, when we talk about staying true to you, stay true to the type of entertainment that is, comfortable for you as well.

You

know, I'm not saying you gotta learn TikTok dances while you name off, like, the top 3, like, you know, marketing tools or something. Like, you don't have to do that. But think about, you know, your audience. What is entertainment for them? What does that look like? And then to your point, you know, maybe put pushing those boundaries a little bit. But again, the stat said 66% of social media users. So they're still I'm terrible at math, but, like, another, like, 30 ish percent of people that don't care about that. Right. So it doesn't mean that you have to jump into it now.

But I would suggest, you know, pushing your boundaries a little bit with creating content, doing some things outside of the box, not always just posting a picture and a caption. Maybe it is a video. Maybe it is, you know, a day in the life, of of a podcaster. Maybe it's showing people, how you do your podcast setup. I mean, that's still education. You're showing people, you know, how you prepare for your podcast. I've seen, other podcasters share the type of microphones that they use, if they use, like, mixing boards or anything. I mean, all of that is education as well as entertaining who for people who, you know, like to see those behind the scenes type of content.

Right. Yeah. We had a an an episode, you know, a few months ago in regards to, you you focusing on, days that you dedicate for photoshoots. Uh-huh.

And I

think that's a real that's a great edutainment type of content that you're kinda peeling back going, you know, this is what I do. I suggest that you do as well too, and this is how I do it and have fun with it. That, again, that's a form of edutainment because of Exactly. You know, and and and I also and you're talking about, you know, doing these things and keeping these three steps in mind, it's also branding yourself too. So kinda keep that in mind that don't go too far with it because if that's not what you wanna be known as, don't go there.

Right.

So so so that gives you the, the opportunity to say no. To say no. I'm not doing that. That's not my brand, but what can I do that maybe is similar that would be fun, but not that far? Because I don't wanna ruin my brand by doing that. So so, you know, give yourself those allowances to say no. Mhmm. But but, but but then also keep keep it secure to yourself that you know. I'm okay with this.

I'm okay. This is way this is my with the way my business, with the way my podcast, with the way my social media needs to be. But, you know, so set the boundaries. That's okay.

That's okay. Yeah. For sure.

Yeah. Good. Good. Good. Well, if they wanted, you know, a listener wants to talk to you a little bit more about edutainment, about, you know, what what your thoughts are because those are three really good steps and maybe, ex expand on this a bit more. How can they contact you?

Yes. You can go to my website, tjecommunications.com. I do offer free consultations. So feel free to schedule some time if you just wanna talk more about maybe some of your entertainment content ideas. And, yeah, they're a 100% free. No sale. Just come and chat and talk to your ideas.

Yeah. We do the same thing at, at circle 270 media as well too. You go to, mypodcastguy.com. Set up a time, talk. Let's let's flush some things out in regards to what you wanna do with content, you know, focus a little bit more on, edutainment or just, you just don't like where your podcast is going. That's a really good start actually and and kinda see where the weak points and and strong points are and moving forward with it. So you can go to my calendar as well at mypodcastguy.com. Thanks, Tonnisha

Appreciate it.

Yeah. Thanks for having me.