Hi, I'm John Fernandez, social media director at 33.

In reality, all three and often at the same time. And that's just by nature of the fact that you'll have candidates at various stages of the funnel. But now there's an important fourth layer, and that layer is entertainment. If you think about how people are using social media today, globally, people spend over two hours a day on social media, and much of the time is spent for light relief.

People consume content and want to be entertained, so your content is instantly in an ecosystem, competing with creators and memes and sport clips and movie trailers and videos of cats. So really, that means the first job your content has is really capturing attention. If you can entertain someone first, then you earn the right to inform and educate them about your organization.

After that. An entertainment really doesn't mean gimmicks. It can be simple, interesting people with real stories, authentic moments inside of a company. If someone watches to the end, they've already taken the first step towards showing interest in your company.