Marketers and clowns have more and more in common: experts say advertisers should now think first about how to entertain people.

Audiences no longer consume advertising—they need content, and if it can't compete with funny reels, it's simply scrolled past and forgotten.

From this logic, we can derive five principles for how to work today:

1. People seek emotions, not ads.
Advertising that simply informs about a product is perceived as noise. To get attention, content must evoke an emotion.
2. A brand must think like a media studio.
One-off commercials are working worse and worse. In their place, formats that can be continued are emerging: video series, characters, recurring segments, and storylines.
3. Entertainment becomes a growth strategy.
People share entertaining content themselves. This provides organic reach and reduces the cost of audience acquisition.
4. Brands become meme players.
If a brand doesn't participate in online life and doesn't understand memes, it becomes invisible.
5. Brand values must be genuine.
If a brand changes its position due to trends or pressure, the audience may feel deceived.

So bosses who deny the need for memes are officially wrong. Feel free to forward this🏃‍♀️