80% / 65% / 55%
StatBrand & Creativity
Most social users open the apps to be entertained
80% of TikTok users, 65% of Instagram users and 55% of Facebook users visit the platform seeking entertainment, which makes dull ads on those channels doubly misplaced.
Source
Entertain or Die 3.0 - Small W•rld x Tracksuit (2026)
Dan Salkey (Small W•rld), Max Willson (Tracksuit), Sophia Epstein, Dom Hoskins
p. 5 (Digital 2024 Global Overview, We Are Social & Meltwater)
Go to the originalMore from this source
StatHalf of all ads are less engaging than footage of cows grazingStatDull ads make conversion more expensiveWarningAds have drifted from showmanship to salesmanship since the mid-2000sStatMeta ad spend has grown to nearly match global linear TV spendStatYoung audiences are more excited by creator content than by new TV shows or filmsStatInfluencers deliver one of the highest long-term ROIs of any channelPrincipleCreators are the strongest touchpoint for building future demandStatThe most entertaining ads multiply memory, awareness and image liftCaseKFC UK's chaotic social strategy lifted brand equity among 18-24sStatNearly all of the most entertaining brands grew revenueStatAlmost half of the most entertaining brands achieved double-digit revenue growthStatEntertaining brands are far more likely to be people's preferred brand