Entertain to Engage: Culture, Creators, and the Scroll-Stopping Power of Entertainment

Today’s audiences scroll fast and expect more — especially on TikTok, where entertainment is the new entry point to culture. For multicultural communities in particular, entertainment isn’t just a break from the feed — it is the feed. In this panel, we’ll unpack how smart brands are shifting from broadcasting to co-creating, showing up with content that feels native, authentic, and worth watching.

We’ll explore how storytelling, humor, and creator collaboration are driving real impact — not by interrupting the experience, but by becoming part of it. And for the first time, we’ll debut findings from a new research study exploring how multicultural audiences engage with content on TikTok, and what that means for brand strategy moving forward.