Edutainment: Rethinking Content for the Next Generation 

Education has always been a cornerstone of association value—but for today’s young professionals, the format matters just as much as the content. Traditional methods like lengthy webinars or slide-heavy presentations no longer hold their attention. Instead, TikTok tutorials, YouTube explainers, and Instagram carousels has shaped this generation, causing them to crave content that’s quick, visual, and immediately useful. 

To truly connect, associations need to evolve their approach—focusing on edutainment. 

What is edutainment? 

In recent research, social media was revealed to be the top source young professionals consume career-focused content with edutainment being the leading content format. As associations strive to support career growth and provide continuing education (CE) credits, it’s essential to recognize how this shift in content preference impacts younger members — especially those at the beginning of their careers. 

How young professionals engage with career content 

Social platforms have become a primary destination for young professionals seeking career-related content: 

• Instagram is the top platform for career content. It’s visual, fast-moving, and supports the kind of edutainment that young professionals gravitate toward—think short Reels, swipeable carousels, and relatable career tips. 

• LinkedIn remains a trusted space for professional engagement, but content must be personal and value-driven to perform well. 

• Reddit stands out as a place for honest peer discussion—an unexpected but powerful tool for listening and learning. 

The takeaway? Content should feel natural to the platform it’s on. Format, tone, and length all play a role. If your association is using the same approach across every channel, it might be time to diversify your strategy to better meet your audience where they are. 

What edutainment looks like in practice 

You don’t have to reinvent your entire content strategy overnight. In fact, chances are you already have valuable material that just needs a fresh delivery. Here are a few examples of what edutainment can look like for associations: 

Member story reels 
Short, 30–60 second videos spotlighting real member wins—landing a new job, earning a certification, or finding a mentor through the association. These stories are authentic, inspiring, and shareable. 

Swipeable carousels 
Take dense information, like networking tips or event takeaways, and turn it into visually engaging slides that are easy to consume and save for later. 

Conversational LinkedIn posts 
Don’t rely solely on formal press releases. Pair them with shorter, conversational LinkedIn posts—like personal insights from a member or staff leader, or quick, actionable tips relevant to your audience. These posts can humanize your brand and drive engagement. Want to start a dialogue? End with a question and invite comments to keep the conversation going. 

Mini-workshops or Q&As 
Record short clips of members answering common career questions, or host “ask me anything” sessions on Instagram Stories. It’s a great way to involve your audience and highlight your expertise. 

Remember, it’s not about gimmicks or chasing trends, but about showing up in ways that feel genuine, human, and useful. 

Getting started with edutainment: our recommendations 

If your association is ready to explore edutainment, here are a few ways to begin: 

1. Repurpose existing content 

Do you have a member success story or a past webinar that resonated? Turn it into a 60-second clip or a carousel of takeaways. You don’t need to start from scratch. Just reframe what you already have. 

2. Invite members to co-create 

Young professionals are eager to build their personal brand. Invite them to share tips, host takeovers, or participate in short Q&A videos. This boosts your content and helps build community. 

3. Start small, test, and learn 

Choose one platform (like Instagram or LinkedIn), commit to a consistent posting cadence, and track what performs best. With time, your content strategy will improve. 

Edutainment isn’t a trend—it’s a delivery strategy that matches how young professionals are already consuming content. When associations embrace this format, they’re more likely to gain the attention of the young professionals they are trying to reach. We’re not advocating to make all of your content this format but include it in your strategy in reaching the next generation.  

Want to go deeper? 

Download our full Voice of the Member report for more insights into how young professionals engage with associations—and how your organization can effectively connect with them. You'll gain actionable takeaways on the types of content that truly resonate, how to demonstrate value beyond listing benefits, and strategies for creating scroll-stopping impact across platforms.