Stop Making Ads. Start Making Entertainment. Audience entertainment should always be the main goal of any sales pitch.
By Abhik Choudhury Edited by Bill Schulz
Opinions expressed by Entrepreneur contributors are their own.
The global average time spent on social media is 145 minutes everyday with a steady 8 to 10% YoY increase and according to WHO, the average life expectancy is 73 years.
Why is this data important? These two hours and forty minutes of the average human is distinctively their me-time. An outlet, escape and personal space all wrapped in one. What are they least interested in during this time? Your shiny branded advertisements. Especially true during a pandemic, where the average person is so on edge that purposeless stress surfing (also known as "doom scrolling") becomes inevitable. Gen Z driven social media is a giant whose only fuel is insatiable entertainment. Everything else in your brief should be placed on that solid base.
In the midst of a COVID-19 rebound, Disney sold out this year's Oscar ads for more than $2 Million per 30 second spots, yet it was the lowest watched event in the show's history. Brands need to get down from their ivory towers to understand the colossal breach between audience needs and their sales pitches.
Related: Is influencer marketing really going to die in the next few years?
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