I recently saw a good piece of evidence for why you might only need to be entertaining on social. Even if not always with a clear "takeaway message" (at least in brand building work!). The logic goes as follows. A 2021 study(1) looked at what happened that when people were exposed to ads without actively focusing on them. And they found people were 3x more likely to consider buying the brand compared to people who didn't see the ads. And they were also 4x more likely to actually choose the...