The future is now. But that doesn’t mean that entertainment marketing isn’t going to continuously evolve moving forward. Brands can expect the focus on video content to be the centerpiece of social entertainment moving forward, just as the previous era of social media entertainment was defined by stunning static visuals. User interest in video content only continues to skyrocket, as it is more fast-paced, dynamic, informative, and fun than past forms of content. The more interactive content is, the more likely it is to make an impression — and in social entertainment, users are able to remix, stitch, duet, and repurpose content in order to be a part of the story your brand is telling. The marketing landscape is more engaging than ever, and this is proven by TikTok having an engagement rate that is five times higher than other channels.

There will also be a requirement for brands to be more authentic. TikTok has allowed brands that have historically been seen as more “corporate,” like Duolingo, Barkbox, and RyanAir, to push the envelope by hopping on trends and showing the behind-the-scenes of the business. This type of content brings more humanity (and oftentimes, humor) to a brand, allowing users and consumers to create a more emotional connection with the story and products.And there’s one last thing to remember: creativity will always win. Users are always looking for something they haven’t seen before, so don’t be afraid to think outside of the box — or blow the box up entirely. This is an era of experimentation, and trends change daily. Stay ahead of the curve by understanding new platforms like Lemon8 and their impact on social entertainment. Marketers that are prepared to act will find the most success.