In "From Ads to Entertainment: How to Win on Social in 2026," Yazan Al Tamimi emphasizes the shift in social media strategy toward creating content that resonates on an emotional level. He argues that brands must focus on producing entertainment-first content that captivates audiences rather than just pushing ads. By understanding the psychology and neuroscience behind what makes content go viral, companies can better engage their audiences and foster loyalty. Al Tamimi, with his experience leading social media at Spotify MENA, outlines key strategies for success. He stresses the importance of building a relatable brand personality that connects with people emotionally. Companies should also structure their teams for agility, enabling real-time marketing responses. Balancing brand-building with performance marketing is essential; businesses need to invest in long-term relationships while still driving measurable results. His insights draw from years of work at major brands like Spotify and Reebok, where he transformed chaotic briefs into impactful campaigns. For social media managers aiming to elevate their skills, Al Tamimi offers practical advice that combines creativity with strategic thinking. This approach not only enhances brand visibility but also positions teams as trusted partners within their organizations.