Research: People Want Video, Entertainment

Edelman’s sports, entertainment, and experiential division, MATTER, has released the results from its first-ever “Brand Engagement in the Era of Social Engagement” study, and 42 percent of respondents between the ages of 18 and 34 said they want brands to entertain them. Nearly a third (31 percent) of all respondents and 39 percent of those in that age group said they want video.

Of the roughly 50 percent of those who don’t expect brands to have a side gig in the skit business, 53 percent don’t care one way or the other if brands are entertaining.

The study also found that those younger respondents are more likely to seek out branded entertainment. But that doesn’t mean brands should just slap any old kind of nonsense on the Interwebs and expect the youths to come a-flocking. Forty-seven percent of respondents said branded entertainment “only works if the brand fits with the entertainment.”

And there’s reward for the brand. More than one third (34 percent) said they’re likely to comment on social networks after partaking in branding entertainment. Logically speaking, the better the entertainment, the more favorable the comments.

The MATTER research (conducted with StrategyOne) was conducted between May 24 and May 27, 2012. One thousand adults ages 18 and over were surveyed online.