Meta’s 2024 Content Trends Report sums it up clearly:
“Entertainment is now the gateway to information. Reels that blend storytelling and education see 3x higher completion rates and 32% higher engagement than promotional or inspirational content.”
This shift has a name: infotainment. And it’s not just a passing trend. It’s how social audiences want to consume content in 2025.
What Is Infotainment?
Infotainment is short-form content that teaches something while entertaining the viewer. Think behind-the-scenes product tests, relatable skits that answer FAQs, or turning a product into something unexpected like an icy pole and showing what happens.
Done well, it delivers value, personality and strong watch times. It works across Instagram Reels, TikTok and even LinkedIn, when the format is tailored for each platform.
Why It Works
Infotainment isn’t about chasing virality. It’s about holding attention and building trust. Here’s why the format is delivering results:
- Character-led storytelling
Instagram Reels that feature a human face see 38% higher watch time, according to Meta benchmarks. Viewers connect with people, not logos. - Relevance over trends
You don’t need to copy the latest sound or trend to feel current. Being in touch with what your audience cares about—and responding to that—is more valuable. - Low-stakes humour and surprise
It doesn’t need to be revolutionary. Scroll-stopping content might simply show a product hack, a travel fail or a funny truth. It’s the twist that counts. - Tight pacing
Hook your audience in the first 3 seconds. That’s when 67% of people decide to keep watching. Aim for short, punchy videos that land your point quickly.
Platform-by-Platform: How to Approach Infotainment
TikTok
- Lead with entertainment
- Use native formats like POV, trending audio or raw reactions
- Act like a creator, not a brand
- Blend education with personality
- Use visual storytelling and short captions that support the story
- Prioritise clear, easy-to-follow pacing
- Make the learnings the star
- Re-share your best infotainment content and unpack the strategy
- Provide value in a way that sparks conversation
What It Means for Brands
Infotainment is helping brands move from just broadcasting messages to actively engaging with their audience. Whether it’s teaching something useful or simply sharing a moment of surprise, content that offers both value and personality is what’s getting attention.
It’s no longer enough to say what you stand for. You need to show it.
Want help creating content that’s built for how people actually consume media today? Let’s make something worth watching.