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Stop Making Ads. Start Making Entertainment.

Entrepeneur 19 Jul 2021 05:06
5 min read
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.

SNL more, O&M less

Advertising isn't dead, but today there are a lot of parallels to engage with your audiences. While TV still follows similar dynamics of the 90s, social media is a completely different ball game. And those who still say creative is creative, irrespective of the medium, will never understand why Eliud Kipchoge wins the gold at Marathon while Usain Bolt triumphs the 100M. 

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Eliud KipchogeSNLRyan ReynoldUsain BoltBill Murray
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