Information or Entertainment:
What Social Media
Content Should You
Prioritise?
Want to find you best approach Contact CMe Media
So, should our social media content focus on being informative or more entertaining? It’s a question that every business asks itself at some point.
It’s a battlefield for attention, in crowded and eye catching feeds, ranging from the high street retailer to local services. There is a heightened need for UK businesses to be strategic with what content they share. Social Media that has both informational content and entertainment content should strike the right balance, to keep the audience engaged and ultimately, driving positive results.
Let’s look at how you can decide where your content focus should be. Below, is the breakdown of each strength and how they can work together. Contact us at CMe Media to find out how we can help work out which works best for you
The Case for Informational Social Media Content
Informational content is there to provide value. This value highlights, and positions your brand as helpful, knowledgeable, and trustworthy. Something that is a must for UK audiences when it relates to sectors like finance, healthcare, or B2B services.
Examples include:
- How-to guides
- Tips and tricks
- Industry updates
- Product tutorials or demos
- Behind the scenes content
This type of content is great for building brand power and will attract followers who are actively looking for the solutions that you offer.
Example: A local based skincare brand could share content demonstrating and explaining the benefits of certain ingredients in its product (or products they use), or how to build a proper skincare routine. This informational content helps customers to make informed decisions.
Informational content is there to provide value. This value highlights, and positions your brand as helpful, knowledgeable, and trustworthy. Something that is a must for UK audiences when it relates to sectors like finance, healthcare, or B2B services.
Examples include:
- How-to guides
- Tips and tricks
- Industry updates
- Product tutorials or demos
- Behind the scenes content
This type of content is great for building brand power and will attract followers who are actively looking for the solutions that you offer.
Example: A local based skincare brand could share content demonstrating and explaining the benefits of certain ingredients in its product (or products they use), or how to build a proper skincare routine. This informational content helps customers to make informed decisions.
The Case for Entertainment Social Media Content
Entertainment content is designed to capture attention, provoke emotion, and encourage sharing. This type of content appears to perform better on platforms such as Instagram, Facebook and TikTok and which has an increased level of reach and engagement.
Examples include:
- Humorous memes or videos
- Relatable reels
- Behind the scenes bloopers
- Trending audio remixes
- Interactive polls or quizzes
By providing entertainment content to their audience, brands can provide a smile and a laugh, making people relax, unwind and escape, just for that little while. They may even want to share and comment on your entertainment content which leads to an increased brand awareness.
Example: A coffee shop might post a light-hearted video of their staff taking on a “coffee challenge” trend. Thus creating entertainment content that showcases the brand’s culture and personality.
So, Which Should You Prioritise?
In short? both — but with purpose.
Audiences expect authenticity and usefulness, with a touch of personality. That means your social media content should mix the perfect blend of education and entertainment. Keeping in mind, your goals, your audience, and your industry.
Let’s break it down:
The Case for Informational Social Media Content
If Your Goal Is Engagement and Reach…
Prioritise entertainment content.
Posts that are highly relatable, funny and shareable, are more likely to ‘go viral’ and attract the attention of new audiences. This gives your brand a more human feel, rather than the ‘sales pitch’ or ‘corporate’.
Tip: Look at the current trends or national events and tie your content to that. Think Wimbledon, Glastonbury, or Pancake Day for instance.
If Your Goal Is Trust and Conversions…
Prioritise informational content.
This helps your business build long-term value and positions your brand as a reliable source of knowledge and expertise. Though this may not always generate instant likes, it will help to move your audience closer to a purchase or enquiry.
Tip: Use carousels, blogs, or short-form videos to break down complex topics into bitesize pieces.
Combine Both for Maximum Impact
The sweet spot is where entertainment meets information. It can be both useful and enjoyable.
- Turn tips into fun, fast-paced videos
- Add a witty caption to an educational post
- Use storytelling to turn data into something that people can relate to
- Use trending sounds to deliver serious points in a fun format
Example: An estate agent could use a trending TikTok sound to post “3 things NOT to do when viewing a property”. Fun and informative.
Final Thoughts
In 2025, successful social media is about building genuine relationships with your audience. It’s not just grabbing as many likes as you can. Knowing when to educate, when to entertain, and when to do both, can put your business far in front of the others.
Staying true to your brand personality is key. Make sure to understand your audience’s needs, and offer social media content that’s either valuable, entertaining or ideally, both.
So, next time you’re planning your content calendar, ask yourself what your goal is: Are we teaching, entertaining, or a bit of both? Get in touch with us at CMe Media to discuss the strategy that will lead to real results.
