First things first, what exactly is it? How does it differ from social media entertainment or other forms of popular entertainment marketing? The truth is, it doesn’t differ from these things at all––it actually combines them. In the past few years, we have watched the changing ways that users interact with content. For the majority of social media history, brands were tracking followers and growth rate as key metrics to measure success. Now that social media has come of age, brands are looking to measures such as video effectiveness, saves, shares, and virality to gain a deeper understanding of how content is received by users. That’s where social entertainment marketing comes in. Follower growth is still important, but ensuring users are entertained is now essential to capturing and retaining their attention. The best way to do that? Video. There is a reason channels like TikTok and YouTube are seeing their popularity reach all-time highs––and why Instagram is shifting towards a video-centric model with Reels. Users are looking to be constantly engaged and entertained by long- and short-form videos that capitalize on trends, give users a peek behind the curtain, and most importantly, create a fun and interactive experience for everyone involved. Social entertainment changes the script for consumer engagement, moving away from passive engagement, and turning viewers into active fans of your brand.