In the age of social media, simply informing isn’t enough. And entertaining alone doesn’t sustain brands either. One of the content types that go viral, spark real engagement, and build communities is infotainment — the blend of information and entertainment.
At Zebra Digital, we’ve mastered this formula. Using it, we’ve created several viral pieces of content. One surpassed 4.6 million views. Another brought in over 7,000 new followers for our client Brazilliant Café & Catering — all with zero paid ads.
Now, let’s break down how to apply this strategy to your business.
What is Infotainment and Why Does It Work?
First, you need to understand the core of this content strategy. Infotainment delivers educational content with a touch of humour, emotion, or lightness — making the information irresistible. It grabs attention, enhances retention, and increases shares. On social media, where average attention spans are only a few seconds, blending value with entertainment is what keeps viewers watching to the end.
Retention is the key to engagement on ANY social media platform. Infotainment will help you boost your online performance.
Content That Informs — and Connects
Infotainment works because it delivers useful content in a way that doesn’t tire the viewer — it entertains. To do this well, some elements are essential:
- Emotional Hooks: A great infotainment piece starts with an emotional hook. It could be curiosity (“Did you know that…”), humour (“You know that type of client who…”), or even tension (“The mistake that nearly made me quit…”). The goal is to capture attention in the first few seconds.
- Approachable, Conversational Language: Keep the tone light, direct, and ideally, infused with your brand’s personality. Write as if you’re chatting with someone over coffee — not giving a lecture.
- Visuals That Support (Not Compete With) the Message: Good design or video should enhance the message, not overshadow it. Dynamic captions, quick cuts, well-placed emojis, and even soundtracks help maintain a steady rhythm.
- Clear Value: Even if it’s funny, the content should teach, alert, inspire, or transform in some way. Ask yourself: “What’s the takeaway here?” or “What does my brand need to communicate?” If the answer isn’t clear, it’s time to rethink.
- Call to Action or Prompt: Encourage the audience to save, share, or comment with prompts like: “Ever been through this?” or “Tag someone who needs to see this.” This interaction helps the content reach more people — and signals relevance to the algorithm.
In the end, infotainment is about balance: between teaching and entertaining, between informing and moving. Done with intention, it turns any profile into a high-value channel.
Copy Our Script Behind the 4.6M-View Infotainment Content
What We Wanted to Communicate: The restaurant’s closing hours.
Type of Content: Humorous Infotainment.
Script:
Scene 1: Restaurant owner asks a seated customer: “Would it be awkward if I asked you out?”
Scene 2: Customer responds happily: “No, not at all.”
Scene 3: Owner says: “So you can get out, please? We’re closing.” — the humour lies in the unexpected twist.
Scene 4: Restaurant hours appear on screen in the brand’s visual identity.
At Zebra, we see content as a brand-building tool.
If you want to turn your profile into a living showcase of your expertise, this is where your story starts.
