B2B Brand | The Era of Edutainment

Why Edutainment Works

📊 Engagement Drives Retention

Research shows that people retain 22% more information when it’s presented in an entertaining, engaging format (Forrester). Gamification, humour, and interactive content make even the most complex ideas stick.

📩 Breaking Through the Noise

With professionals receiving an average of 121 emails per day (Statista), your content needs to cut through the clutter. Edutainment does just that by turning content into experiences people look forward to. People don’t just want to engage, they want to feel entertained. And they’ve had enough of being bored.

😂 B2B Buyers Want Fun

In a LinkedIn study, 75% of B2B buyers said they prefer brands with a sense of humour. Who says B2B solutions can’t make you smile?

Edutainment in Action: Who’s Getting It Right?

• HubSpot Academy: Playful courses with quirky animations and challenges that keep users engaged—and coming back for more.

• Canva’s Tutorials: Vibrant, bite-sized videos that turn design basics into a binge-worthy experience.

• Corporate Natalie: LinkedIn influencer and content creator who uses humour and relatable storytelling to demystify corporate life, offering a fresh, entertaining perspective on workplace culture and professional growth.

• Contentive’s Five at 5: Actionable insights paired with light-hearted commentary, proving that value and entertainment go hand in hand.

Short-Form Edutainment: Captivate and Educate in Seconds

Think TikTok is just for dance challenges? Think again. Short-form content is transforming B2B marketing—and it’s a natural fit for edutainment. With the average attention span now just 8.25 seconds (Microsoft), quick, engaging videos are the secret to grabbing attention, driving engagement, and making learning fun.

Why It Works:

• Higher Engagement: Short-form videos lead the pack in ROI, with 73% of marketers citing them as their most effective social strategy (HubSpot).

• Speed Meets Depth: Vidyard reveals that 59% of executives prefer video over text—especially when they need to process information quickly and efficiently.

• Memorability: Short, impactful visuals help make complex ideas stick, blending education and entertainment seamlessly.

Who’s Doing It Right?

• Canva: Their Instagram Reels turn design basics into irresistible bite-sized lessons, making creativity look effortless and enjoyable.

• HubSpot Academy: Playful, snappy videos walk users through marketing tips and tricks with a fun, relatable tone.

• Slack: Short animations demystify their features in under a minute, blending humour with practicality to educate and delight.

💡 Quick Win: Edutainment is about simplicity with impact. Create a 30-second video explaining the one problem your product solves. Use vibrant visuals, conversational tone, and a touch of humour. Post it on LinkedIn and Instagram, then track views, shares, and engagement.

Short-form content isn’t just trendy—it’s effective. By merging education with entertainment, B2B brands can make learning a memorable experience that sticks. It’s fast, fun, and makes your brand feel approachable. Who said B2B can’t be exciting?

How to Infuse Edutainment Into Your Strategy

Here’s how to bring edutainment to your content:

1️⃣ Use Humour Thoughtfully

Inject humour that fits your brand voice. Zendesk nailed it with humour-driven relatability—imagine what it could do for your content.

2️⃣ Invest in Visual Storytelling

Explainer videos and quirky tutorials simplify complex topics. Canva’s tutorials show how visuals + simplicity = impact.

3️⃣ Keep It Interactive

Turn static content into interactive experiences. Ask people to weigh in and vote, creating interactive content that not only informs but entertains.

Adding Audio to the Edutainment Mix

While visuals and interactivity dominate, audio content is becoming a key player in the edutainment space. Podcasts and audio snippets offer a convenient way to educate and entertain on the go, fitting seamlessly into busy professional schedules and adding to your thought leadership – i.e.: building brand through edutainment.

Take Contentive’s insights on audio’s role in B2B marketing: 53% of professionals prefer consuming content via audio during commutes or multitasking (Contentive, 2024). Audio explainer clips and podcasts add a personal, conversational layer to your strategy.

🔹 Who’s Doing It Right?

• 🎙 Aaron Zakowski: Tackling proven growth strategies for CMO’s with a mix of storytelling and expert interviews.

• 🎙 Lenny’s Podcast: While primarily focused on product and growth, Lenny’s Podcast seamlessly incorporates brand positioning and marketing strategies into its episodes.

🔹 Why It Works:

Audio creates a personal connection, making your content feel less like a lecture and more like a conversation. With the rise of smart speakers and mobile-first consumption, audio ensures your message is accessible anytime, anywhere.

🔹 How to Get Started:

1. Record bite-sized audio snippets to deliver value in minutes.

2. Experiment with formats—interviews, Q&A sessions, or behind-the-scenes diaries.

3. Distribute strategically across platforms like Spotify, Apple Podcasts, and LinkedIn’s native audio tools.

The Bottom Line: Fun Drives Results

If you’re still not convinced, consider this: Buyers are 74% more likely to remember brands after entertaining experiences (LinkedIn).

Edutainment is a game-changer for B2B marketing. By blending education with entertainment, you can create content that captivates, educates, and converts.

So, what’s your move? Ready to make your brand memorable? Let’s hear your ideas and examples below! 🚀 

Ready to level up your B2B strategy? Start today and watch your engagement, trust, and conversions grow. Let’s make 2025 the year your brand drives real results.

Find out more here.

Must-See Edutainment Examples

• HubSpot Academy: Check it out here

• Canva Tutorials: Get inspired here 

• Contentive’s Five at 5: Subscribe here