Laugh, Learn, Engage: What Government Can Learn from Edutainment on Social Media

In a world where attention is a scarce resource, public communication has never been more challenging—or more important. For government agencies and public institutions striving to educate and inform, breaking through the noise of social media can feel like an uphill battle. But recent research and standout examples from the field make one thing clear: entertainment and education don’t have to be at odds. In fact, when combined thoughtfully, they can be the key to unlocking real engagement and expanding the reach of essential public messaging.

The Science Behind Edutainment

Scientific research has increasingly affirmed the value of using entertainment to support public education goals. The concept of “edutainment”—educational content designed to be engaging and enjoyable—has shown promising results in diverse contexts.

For instance, Labus et al. (2015) demonstrated that integrating game-based learning into social networks enhances formal education by increasing both knowledge retention and user satisfaction. By linking a Facebook-based learning game with a university’s Moodle system, they found that students who engaged with the platform were more successful and more satisfied with the learning process. This confirms what many educators and communicators have long suspected: people learn better when they’re having fun.

Similarly, Isacsson and Gretzel (2011) explored how Facebook was used to engage students in sustainability education. They found that the informal, collaborative learning environment encouraged students to construct a dynamic, relevant knowledge base—despite some barriers to engagement. This reinforces the idea that social media can support not just content delivery, but meaningful interaction.

Prindle et al. (2024) took this one step further into the world of short-form video. Their study of the TikTok channel @IvyLeagueScience revealed how STEM outreach can flourish on modern social platforms. Their videos garnered millions of views and fostered engagement with science among diverse global audiences. The results offer a clear lesson for government communicators: meeting people where they are—especially with formats they enjoy—can greatly increase reach and resonance.

Real-Time Public Impact

Perhaps the most compelling evidence of edutainment’s public value comes from Baker et al. (2021), who studied the MTV Shuga: Alone Together miniseries during the early months of the COVID-19 pandemic. Through an analysis of viewer responses and online discussions, they showed how serialized storytelling delivered through YouTube and social media helped convey urgent public health information to young adults across five continents. Beyond boosting awareness, the series created a sense of community, support, and behavioral change, especially among women under 35.

These case studies converge on a powerful insight: when education is delivered through familiar, enjoyable, and interactive formats, it doesn’t just reach people—it moves them to think, act, and share.

A Model in Municipal Messaging: Frederick County, MD

So what does this look like in practice for a government agency? Enter the Frederick County (MD) Division of Solid Waste and Recycling, a quiet star in the world of public sector social media. Their Facebook page is a masterclass in community-facing edutainment. With weekly features like “List of the Week” and meme-friendly graphics (“HEARD IT WAS EARTH DAAAAYYY” over a picture of Fonzie), the team transforms dry topics like recycling guidelines into click-worthy, shareable content.

What makes their approach especially effective is the tone: friendly, accessible, and just a little irreverent. They’re not afraid to joke around, yet each post is grounded in useful information—whether it’s about proper waste sorting, event reminders, or community initiatives. We recently had the chance to chat with Paul Varga, Communication Manager for Frederick County, MD Division of Solid Waste & Recycling, and he confirmed that this approach is intentional, and has been anand effective communication strategy for his department. This blend of entertainment and utility fosters a strong sense of local identity and trust, drawing in new followers and keeping long-time residents engaged.

As their social media strategy proves, government communication doesn’t need to be bland or bureaucratic to be credible. By taking a cue from the edutainment playbook, they’re achieving what many agencies struggle with: consistent, meaningful reach to the public.

A Path Forward for Public Sector Social Media

At Public Square Analytics, we work with government officials and public communicators to help craft digital strategies that work. And we believe this research-backed approach to edutainment holds powerful promise for the public sector. Here’s how agencies can start:

1. Understand Your Audience – Know who you're trying to reach and tailor your format accordingly. TikTok might work for teens; Facebook might be better for families and seniors.
   

2. Make It Fun, But Stay Accurate – Humor and creativity should never come at the cost of credibility. The message still matters—just make the packaging irresistible.
   

3. Be Visual and Snackable – Use images, memes, or short videos to grab attention. Even complex policy information can be turned into digestible, engaging bites.
   

4. Encourage Interaction – Don’t just broadcast—ask questions, invite feedback, and create space for community responses.
   

5. Measure and Adapt – Use analytics to see what’s working, and don’t be afraid to iterate. As the Labus et al. and Prindle et al. studies show, integration with data platforms can help refine strategy in real time.

In a digital era defined by scrolling thumbs and fleeting attention, the best government communicators won’t just inform—they’ll entertain, engage, and connect. So here’s to the recycling teams, science educators, and public health messengers who are doing just that—and to the public agencies ready to follow their lead

Public Square Analytics is dedicated to helping public officials, civic institutions, and community organizations build stronger online engagement through data-driven strategy and creative communication. Learn more at publicsquareanalytics.com.