Brands must embrace more playful content strategies to stand out and hold attention.
Social media, once a space for discovery and genuine connection, has become a place of algorithmic mundanity.
The infinite scroll…
The repetitive content…
The same tired trends appearing in slightly different guises.
It’s no wonder audiences are disengaging. In response, forward-thinking brands are rejecting passive consumption and instead embracing playfulness, using interactive and dynamic techniques to forge a more meaningful connection with their communities.
At a time when users are craving experiences that feel fresh and distinctive, some brands are realising that true engagement isn’t about simply being seen - it’s about being experienced. Traditional content strategies, rooted in short-lived trends and high-frequency posting, may generate visibility but fail to create lasting impact. Instead, brands that invite audiences into playful participation are fostering a deeper sense of loyalty and excitement.
Playfulness invites curiosity. It turns passive viewers into engaged participants, shifting the relationship from one of simple exposure to meaningful interaction.
Jordan Carroll, Global Innovation Director, The Fifth
Social media is saturated with passive consumption. Users scroll mindlessly, liking and sharing without true investment. But when brands introduce playful interactions, whether through remixable content, gamified experiences, or immersive storytelling, they break this cycle. Playfulness invites curiosity. It turns passive viewers into engaged participants, shifting the relationship from one of simple exposure to meaningful interaction.
For example, Burger King’s recent generative AI campaign invited users to create their own unique Whopper, remixing ingredients in bizarre and playful ways. The most creative concoctions had the chance to be turned into real menu items, reinforcing both engagement and brand affinity.
Similarly, Reebok’s collaboration with Futureverse allowed fans to design their own AI-generated trainers inspired by personal photo memories, adding an extra layer of personalisation and digital collectability.
Play is an instinctive human behaviour. It encourages problem-solving, exploration, and emotional connection. When brands integrate playfulness into their social strategies, they tap into a more fundamental and rewarding form of engagement.
This isn’t about gimmicks or surface-level novelty; it’s about crafting experiences that feel interactive and rewarding. Whether it’s sparking curiosity through an AI-powered chatbot or turning product packaging into a gateway for digital discovery, playful marketing encourages audiences to actively engage rather than passively consume.
Take Oatly’s recent “It Works in Tea!” campaign. Rather than simply stating that their oat milk blends well with tea, they invited audiences to challenge them directly. A WhatsApp chatbot was set up to engage in playful debates with tea drinkers, offering a unique and humorous way to reassure sceptics. Similarly, Oreo’s Pac-Man collaboration transformed cookie packaging into a game controller, allowing users to scan an embossed logo and unlock a mobile version of the classic arcade game. The campaign not only reinforced nostalgia but also rewarded players with prizes, turning a simple product interaction into an engaging digital experience.
Consumers today don’t just want to consume; they want to participate. The rise of gaming culture and interactive media proves that audiences are eager for more than just entertainment. They seek engagement that feels personal and rewarding. Brands that embrace this shift can forge stronger relationships, as users become invested in the experience rather than just the message.
To achieve this, brands must think beyond simply ‘going viral’ or following trends. Instead of jumping on the latest meme cycle, they should ask: How can we invite our audience to play? How can we create an experience that is unique to our brand, rather than borrowing from the cultural moment? By crafting campaigns that prioritise interaction over passive viewing, brands can create moments that truly belong to them and their community.
For too long, brands have relied on trends as their primary tool for engagement. But trends are fleeting, and blending into the content landscape does little to create long-term loyalty. Playful and distinctive strategies cut through the noise by offering something different, something that invites audiences to stop, engage, and invest their attention in a meaningful way.
In a digital space where sameness has become the norm, brands have a powerful opportunity to stand out by being bold, interactive, and unexpected. By making social media an active experience rather than a passive feed, they can liberate users from the monotony of algorithm-driven content and create something truly memorable.
The future of social media engagement isn’t about shouting the loudest or following the latest trend. It’s about inviting audiences to participate in ways that feel fresh, immersive, and genuinely exciting. The brands that embrace playfulness as a strategic tool won’t just win attention; they’ll build lasting relationships that go far beyond the scroll.
Jordan joined The Fifth to lead their innovation department, focussing on service diversification, future-proofing our clients and exploring newness in AI, digital and social-first technology. Prior to joining The Fifth, he worked at Kairos Media, a social content and influencer agency specialising in gaming where he was responsible for leading their tech stack and digital innovation
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