Dan Knowlton on how to make content audiences genuinely love

In a world filled with intrusive marketing, Dan Knowlton has introduced a fresh approach. As the co-founder of a video and social media marketing agency called KnowltonDan, he has perfected a method known as Advertainment—a creative strategy that is changing how businesses engage with their audiences.

“Advertainment is our special approach that combines advertising with entertainment,” he describes. “Instead of pushing traditional, sales-driven content that people tend to ignore, we create content that audiences genuinely want to watch. It’s about being so captivating that it’s impossible to overlook while incorporating strategic messaging that delivers results.”

Interested, right? We caught up with Dan to delve deeper into his journey, how Advertainment comes to life in practice, the role of Adobe Express in his workflow, and his advice for crafting appealing content yourself.

Originating from humble beginnings, Knowlton was established in 2017. Dan and his brother Lloyd launched their agency from their parents’ spare room after growing tired of intrusive marketing practices. They initially created humorous videos to promote their business, eventually realizing the need to structure these videos strategically to drive business growth.

“For our clients, this approach has been a game-changer,” Dan reflects. “It has helped us generate millions in revenue that can be tracked and secure significant contracts. People aren’t just viewing the content: they are enjoying it, sharing it, and taking action because of it.”

Today, their client roster includes well-known names such as Wahl, Sunny D, Boston Consulting Group, BBC Storyworks, and Channel 4. The timing couldn’t have been better as the social media marketing arena has seen substantial changes in recent years, prompting businesses to adapt their strategies accordingly.

“Social media marketing has become more visual and fast-paced,” Dan observes. “It’s no longer solely about sharing lengthy content or polished ads. People seek content that feels authentic and genuine. Video content is crucial, and short, engaging clips are what audiences desire.”

Behind every successful creative endeavor lies a toolkit that facilitates rapid idea generation and execution. For Dan and his team, Adobe Express—a quick and user-friendly content creation app for designers and non-designers alike—has become an essential resource for content development.

“Adobe Express is a practical tool for us, especially when we need to work swiftly and require high-quality visuals,” Dan enthuses. “I often use it to make quick edits to pitches created by our designers using other Adobe software. As I’m not a professional designer, it’s incredibly useful because it simplifies the process without demanding advanced design skills.”

The team also utilizes Adobe Express for producing social media graphics, video thumbnails, and visual elements for campaigns. “It aids in maintaining brand consistency while remaining adaptable to different campaign requirements,” Dan mentions.

To enhance speed and efficiency without compromising quality, Dan highlights specific features in Adobe Express that aid in achieving this balance. “The vast library of Adobe-quality templates is a lifesaver when we need to create visuals swiftly,” he notes. “We can easily customize them to align with our brand or the specific campaign.”

He particularly values the Brand Kit feature. “This ensures our branding remains consistent, particularly when we’re handling multiple projects simultaneously,” he explains. “We can store logos, fonts, and color schemes and apply them with just a few clicks.”

Adobe Express also excels in facilitating quick edits. “Tasks like background removal and resizing are effortlessly performed without any hassle,” Dan points out. Lastly, he commends the software’s collaborative tools. “Given that the team frequently collaborates on projects, these tools simplify picking up where someone else left off,” he elaborates.

In essence, Dan conveys, “Adobe Express is about simplifying tasks—it’s a practical tool that enhances our efficiency.”

How does this translate into real-world outcomes? Dan shares a specific example of how Adobe Express transformed a marketing campaign.

“We were working on paid creative assets for a large SaaS business during their UK relaunch,” he recalls. “The client required adjustments to their existing designs to increase engagement. We utilized Adobe Express to rapidly modify layouts, update messaging, and test various iterations.”

The results spoke volumes. “The refreshed ads we developed significantly outperformed the original assets in use: higher click-through rates and increased engagement,” Dan reveals. “It demonstrates how minor design tweaks can have a substantial impact, particularly when working within tight deadlines.”

Unsurprisingly, Dan now serves as an Adobe Express Ambassador. For details on the program and how to participate, visit here.

For small businesses seeking to develop engaging video content using tools like Adobe Express, Dan offers valuable insights. “Tell a story,” he advises. “Craft videos around people, stories, or real experiences rather than solely focusing on products. This approach makes them relatable. Keep them concise and impactful: People prefer content that gets straight to the point and packs a punch.”

Feeling overwhelmed by content creation pressures? Take a moment to step back and breathe. “Avoid trying to reinvent the wheel each time,” Dan stresses. “Some of our best content ideas stem from observing what’s already successful for other creators, especially on platforms like TikTok. If you notice a format or trend that performs well, put your unique spin on it rather than starting from scratch. Additionally, you don’t need to be present on every platform simultaneously. Master one platform where your audience congregates before expanding.”

Moreover, he emphasizes consistency over perfection: “Utilize tools like Adobe Express to repurpose content swiftly. For instance, if you create a compelling video, transform it into several shorter clips or enhance it with graphics to create a new post.”

Lastly, Dan encourages businesses to “show their personality. Don’t shy away from being a bit quirky or authentic; that’s what resonates with people. However, maintain brand consistency by utilizing consistent colors, fonts, and logos to ensure your identity remains recognizable.”

One of Dan’s notable strengths is his use of humor. And there’s no reason you can’t follow suit. “Humor can be a game-changer when executed effectively,” he asserts. “Many brands play it safe, but being humorous is an excellent way to stand out and leave a lasting impression on people.”

For inspiration, Dan recommends looking to comedy creators. “Seek inspiration from comedy creators such as Imogen Andrews, Al Nash, Jack Joseph, or even shows like Peep Show and Aunty Donna,” he suggests. “These creators excel at developing relatable, humorous content that engages audiences effortlessly.”

When it comes to creating your own content, he adds, “Don’t overthink it. Humor is about having fun, and if your content feels forced, it won’t resonate. Experiment, learn from successful approaches, and lean into them.”

From a rebellious stance against intrusive marketing, Dan has evolved his mission into a thriving agency with a dedicated team of 15 and a network of over 50 trusted freelancers. Dan’s goal is clear: “To rid the world of subpar marketing.”

Through the power of Advertainment and with tools like Adobe Express at his disposal, Knowlton is showcasing that marketing need not be an interruption—it can be content that audiences genuinely enjoy. As Dan articulates: “We make audiences relish the process of being persuaded to buy your products and services.” In today’s competitive environment, this might just be the most valuable skill a marketer can provide.