We’re drowning in ads, corporate jargon, generic messages, and boring communication and then suddenly a brand like Duolingo or Liquid Death shows up and disrupts everything we thought worked.

The new mantra for brands: Be Worth Watching

Traditionally, big brands had the advantage—massive media budgets, TV dominance, and primetime slots. But with social media, streaming platforms, and a desensitized audience, creativity is now the most powerful weapon.

On TikTok and YouTube, it’s not the brand with the biggest budget that wins—it’s the most creative one.

The most powerful brands today aren’t just selling a product—they’re telling stories, building worlds, making people laugh, relate, and join in. They entertain.

Meet the 8 Entertainers: Brands that act more like Netflix than a factory

According to Small World, the most entertaining brands fit into 8 archetypes:

🔸 The Scriptwriter – Brands like Liquid Death and Duolingo don’t talk about product features. They build entire character universes, mascots, and quotable humor. You’re not drinking water or learning Spanish, you’re binge-watching a brand sitcom.

🔸 The Celebrity CEO – Think Mr. Beast or Gary Vee. These brands are powered by founders who are stars. They connect through honesty, transparency, a little drama, and vulnerability, and suddenly you don’t just have customers, you have fans.

🔸 The Collaborative Chameleon – Unexpected but genius collabs like Crocs x Pringles or Starface x Hello Kitty or The Ritz-Carlton x Late Checkout demand attention. They’re cultural anomalies, and that’s exactly what fuels viral reach.

🔸 The Whiplasher – These brands stop your scroll because something feels “off.” Engine Gin comes in a motor oil can. The packaging becomes the main character and flips your expectations upside down.

🔸 The Purpose Punk – Mission-driven but with personality. Ocean Bottle doesn’t lecture it makes you laugh, then makes you care.

🔸 The People’s Play-Doh – Like Play-Doh, these brands are shaped by their communities. With Fortnite or Polkadot, fans don’t just buy—they create. The brand adapts to their movement.

🔸 The Newsjacker – Masters of hijacking headlines, trends, or memes to stay relevant. Norwegian Airlines’ “Brad is Single” campaign or Thursday Dating App’s viral memes prove that timing and tone matter.

🔸 The Hype Machine – Brands like PRIME or Last Crumb create hysteria with limited drops and exclusivity that borderlines on cult behavior.

Why entertainment works

According to the Entertainment Index, brands that entertain get a bigger share of search, higher social engagement, and stronger PR impact. Duolingo isn’t just winning market share; it’s owning TikTok, all thanks to its sass-master mascot, Duo.

TikTok and YouTube are democratic platforms where creativity beats cash.

So how do you become an Entertainer Brand—right now?

Let’s be real: it won’t happen overnight. You’ll need a plan and content that delivers.

🎬 Write the script: Imagine your brand as a sitcom. Who are the characters? What’s the setting?

👤 Show your face: Put founders front and center. People crave authenticity.

🤝 Create an unexpected collab: Who’s your weirdest-yet-perfect partner?

📦 Let your packaging speak: Brand design is media. Use it to say something.

😂 Humor wins: Yes, you have a mission. No, it doesn’t have to be boring.

💬 Involve your community: Slack, Discord, UGC, or even just comment sections and invite fans to shape the brand.

⚡ Be fast, not flawless: A TikTok today beats a perfect ad next month.

Entertain or Die

Today, your audience isn’t just your customers, they’re also your viewers, critics, and fans. If you’re not worth watching, you’re not worth remembering.

So if you want attention, don’t buy it. Earn it.
And the best way to earn it?
Entertain.