Podcast: The difference between entertaining social media content and content that sells

In this episode of TODO ES CONTENIDO, the marketing podcast (see the best marketing podcasts) produced by HICARI, we explore a key topic for any brand creating content every day: entertaining does not always generate sales, and selling does not always generate interest. The key is finding the middle ground where content holds attention… and moves users towards action.

Listen to the episode here:

Today, many brands (videos for brands) publish constantly: humour, mini-sketches, challenges, memes, viral videos… This type of content works for the algorithm: it generates views and retention. But without intent behind it, it does not generate business. It is content that social media agencies usually create without stopping to think beyond trying to make “the viral video“.

Typical examples of entertainment without impact:

• Viral videos that do not mention the product
• Comedy videos unrelated to the value proposition
• Pretty but empty content

Entertainment attracts, but does not necessarily convert.

The other extreme is just as problematic: brands that only post “buy now”, “we have a discount” or “our product is the best”. Organically, this does not work. Audiences want to identify, learn, feel, discover… not be constantly served ads.

When you only sell, you burn out your audience and lose authority.

Before recording any piece of content, the essential question is: what do I want to happen after someone watches this video?

With that intent in mind, there are three types of content:

1. Content that entertains → retains attention, generates likeability and awareness.
2. Content that educates → explains, provides value, builds positioning and trust.
3. Content that sells → drives action: click, purchase, registration or visit.

A strong strategy needs all three.

This is what confuses brands the most. The key is not choosing between entertaining or selling… The key is to entertain in a relevant way.

• Entertaining (just entertaining): “This video is so funny.” → Scroll.
• Entertaining + converting: “That’s funny… and I also understand what problem this product solves.”
  → Consideration → Click → Purchase.

1. The framing: If the video starts with a customer problem, you immediately filter for a relevant audience.
2. The insight: The humour connects with a real customer situation; it is not humour for humour’s sake.
3. The takeaway: By the end, the user should take away a clear idea about your product or benefit.
4. The subtle CTA: Without being aggressive or sounding like an ad: “This is what worked for me”, “If this happens to you, try this”, “I use X”.

A creator makes a viral sketch about “the 5 stages of Monday”. It is funny and racks up millions of views… but does not drive action.

The same sketch, but contextualised: “The stages of Monday when you do not sleep well because of your mattress.” It ends with a natural solution: “I fixed it with this huge discount.”

It is entertainment with purpose.

You may be interested in: how much it costs to make a social media video.

1. Define the intent before recording. Improvisation rarely converts.
2. Recommended weekly mix

• 40% entertainment
• 40% value
• 20% direct selling

1. Connect the narrative to your product. Even if it is subtle, it needs to be there.
2. Use soft CTAs. Educate → entertain → invite. That is the winning order.

You already know: rely on UGC agencies like HICARI so we can help you grow and create consistent, relevant content for your audience. Shall we talk?