Audiences were drawn to uplifting and entertaining content during the pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 20, 2020, 7:36 PM UTC

Community content, educational content and omnichannel content also held user attention since lockdowns began.

Majority of consumers watched light-hearted and entertaining content during the pandemic as they sought to escape from the negative news cycle. Almost half (48%) of all videos streamed on YouTube during this period were entertainment videos, while 33% was focused on comedy.

Educational content was also popular, with users watching over four million hours of content on LinkedIn Learning during this period. Many people have used lockdowns as an opportunity to develop professional skills or stay engaged.

With more people browsing through various social channels during lockdowns, an omnichannel approach towards content creation is also increasingly popular. Brands should look to leverage these content formats to better position themselves post-pandemic.

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