Social media is where people go to connect, laugh, and discover. It’s our number one source for news and the top way we keep up with trends and cultural moments across generations.
That’s why it’s critical for mission-driven organizations to have a social media presence. It allows us to meet people where they’re at and it allows new audiences to discover the important work we all do.
But standing out on social media isn’t easy these days. There’s tons of content vying for attention. People are scrolling fast. It really only takes a few seconds for someone to make that decision to either engage with or move on from your content.
In this crowded landscape, “edutainment”––or playful content that also informs––offers a strategic advantage for organizations.
We recently hosted a workshop to unpack the value of peppering edutainment into social feeds and practical tips on how to create content. We recap a few of the top takeaways from the webinar below.
You can also watch the full webinar here:
Why edutainment works for organizations
Water and climate organizations have their work cut out for them when it comes to connecting with audiences on social media. We’re often tackling big, existential problems, and the topics we care most about are often wonky, scientific, and complex. The information dumps and emotional load from our work can feel a little heavy for social sites, where people usually come to connect, be entertained, or just unwind from daily life.
Edutainment can help bridge that gap. It hits the sweet spot of keeping people informed without overwhelming them. Examples range from fun memes to silly parody videos –– edutainment includes any playful, engaging content that delivers real information about the issues that matter.
Using humor, familiarity, or storytelling to package information can be particularly effective because it leans into how people engage on social media instead of fighting it. Edutainment offers a strategic advantage in an oversaturated social landscape––and peer-reviewed communications research, audience data, and algorithmic incentives all back this up.
Edutainment examples from Water Hub and the water movement
Over the past couple of years, Water Hub has deliberately experimented with edutainment content. In 2025, we decided to test a thesis: if we lean into formats that feel native, engaging, and a little more playful, what actually happens to performance?
We found audiences respond when complex water issues are translated into fun formats they already enjoy.
Of our 10 most engaged posts in 2025, six of them were edutainment content. And the depth of engagement was revealing: every single edutainment post in the top 10 exceeded a 5% engagement rate – together, the average was 8.7%. For context, the average engagement rate for the nonprofit industry ranges from less than 1% to just over 4%. These posts weren’t just slightly doing better, they performed multiple times above typical expectations.
Two notable examples from our own work: a goofy video celebrating beavers and a meme responding to a wonky news story on PFAS contamination in the context of the Supreme Court overturning the Chevron Deference. Each took a different approach to edutainment; both performed exceedingly well in terms of audience engagement.
We’ve seen successes from others in the water movement as well, with folks capitalizing on recent major news and cultural moments. The California Department of Natural Resources jumped on the Bad Bunny Super Bowl Halftime Show meme trend to highlight the state of California’s snowpack levels. And the brilliant team at GreenLatinos put out a bilingual swipe post on the EPA’s rollback of the endangerment finding, mixing a more straightforward information delivery approach with sarcastic memes expressing frustration with the news.
Tips on getting started with edutainment
We have some tips for mission-driven organizations looking to get started with edutainment:
The first is to start where you are.
Many of us are working with limited time and resources. But every team has talents and skills they can draw upon to make this work – use them.
Scrappiness can also be an asset in producing edutainment (just look at this work from the award-winning Planet Money TikTok team).
There’s also no need to start from scratch – memes and video templates offer ready-made content that organizations can quickly adapt with relevant information.
And, if possible, don’t be afraid to just jump in and make something unhinged. Even if it doesn’t work, experimenting yields valuable information about what resonates with audiences.
The second is to have fun!
Fun is magnetic. Audiences can sense when the folks behind a piece of content had a good time making it.
Dillon St. Bernard, who heads up a digital media company for social change work, recently posted about his team’s “rule of whimsy,” saying some of their highest-performing work comes from “content that made us smile while we did it.”
Be weird, be passionate, be yourself – people like it. And that doesn’t necessarily mean being happy all the time. You can be a little salty or spicy about a topic – so long as it’s a genuine feeling and you use good judgment.
The more original your idea, the fresher it’s going to feel in a crowded social media landscape.
Lastly, we encourage organizations to consider the following to better resonate with audiences:
Edutainment can’t do it all. Sometimes the format won’t fit, and that’s ok. Think of it as a supplement to other content types, not a replacement.
Knowing your audience is also key. What do they expect from you? What do they enjoy? Dig into the analytics to understand what’s working and what isn’t.
Gut check your content with others on your team – what’s funny to one person isn’t always funny to others.
Along those lines, don’t be tone deaf. Not every moment calls for humor. Context should always guide your creative choices.
Punching up is a good rule of thumb! If you’re using humor or satire, aim it at ineffective systems, misinformation, or power.
Always fact-check. If you’re simplifying an issue, make sure that simplification still reflects the facts. Accuracy is what builds audience trust.
It’s important to also stay current. Internet culture moves fast! Some memes are evergreen and easily made for all occasions, but others might feel dated. When in doubt, check in with the chronically online folks on your team to keep your formats fresh.
Resources to help organizations make edutainment
- Memes
- Water Hub training and blog post
- ImgFlip Meme Generator
- Tools
- Graphic design: Canva
- Video: CapCut (tutorial for beginners) or Instagram Edits
- Stock images and photos
- Creative Commons / Public Domain
- Free stock image sites:
- Pay by the clip/image stock sites:
- Canva free and paid plans include stock photos and footage
- Accessibility and ethics
- Edutainment inspiration:
What’s next?
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