Branded content, at first glance, might appear disconnected from its associated brand. However, its true core lies in captivating the audience and addressing their interests.
Take the Michelin Guide as a prime example. Initially, one may wonder, “What’s the link between a tyre brand and restaurants?” The answer becomes evident as people begin to realize that avid diners travel far and wide to discover unique culinary experiences. Ultimately, one might think, “A new tapas restaurant nearby just received a Michelin star? How exciting!”
What is Branded Content?
Branded content refers to media or entertainment content created or sponsored by a company that has mass appeal. This can range from Netflix-style documentaries to short films produced by clothing brands. The key is that audiences connect with this content on an emotional level, engaging with it because it’s enjoyable or insightful rather than merely interruptive like traditional advertising.
It’s Not About the Product
Branded content is rooted in a values-first approach, emphasizing audience connection over direct product promotion. While the product may be mentioned, it never overshadows the main narrative, which aims to cultivate positive brand associations and shared values with the audience.
Differences from Content Marketing and Product Placement
Branded content is distinct from content marketing and product placement:
- Content Marketing seeks to pique interest in a brand naturally.
- Advertising pushes for immediate sales.
- Product Placement subtly integrates a product into content.
- In contrast, Branded Content aims to provide entertainment, education, or an emotional connection without being overtly persuasive.
Why Create Branded Content?
Branded content transcends traditional marketing by entertaining and resonating with audiences, creating a lasting impression. Here are several compelling reasons to consider it:
- Stand Out: Branded content helps a brand to differentiate itself in a crowded marketplace by focusing on engaging and meaningful narratives rather than self-promotion.
- Positive Associations: Audiences are 62% more likely to react favorably to branded content compared to short TV ads. Creating enjoyable or meaningful content fosters better perceptions of the brand.
- Human Connection: Content featuring real people tends to be more effective. Brands that showcase their human side through storytelling can resonate more profoundly with audiences.
- Broaden Audiences: Innovative formats can attract new demographics and extend reach. Branded content can effectively enhance brand recall, keeping the brand top-of-mind.
- Valuing Transparency: Brands that weave narratives around storytelling can effectively justify premium pricing by adding depth and context that resonates with consumers.
Authenticity is Key
Creating branded content requires genuine intent. Audiences can quickly discern insincerity, and any negative feedback can be highly charged emotionally. A cautionary example is Apple’s controversial ad that appeared to dismiss traditional media, resulting in public outrage.
Measuring Success
Unlike traditional content marketing, which focuses on sales metrics, branded content evaluation revolves around audience perceptions, such as:
- Brand Awareness: Recognition of brand name and products.
- Brand Recall: Ability to remember the brand spontaneously.
- Brand Sentiment: Audience feelings towards the brand.
- Brand Loyalty: Probability of repeat purchases.
Examples of Effective Branded Content
Successful branded content captures audience interest across various spectrums. Here are some standout instances:
- Thoropass: Scam Hunters — An infosec company created a crime thriller podcast relatable to its audience while subtly highlighting the importance of cybersecurity.
- Loewe: Decades of Confusion — A surreal short film featuring spelling-bee contestants humorously failing to spell the brand name, engaging audiences through its entertainment value.
- Hallmark and NFL — By collaborating on holiday-themed films, they tap into different demographics, enhancing each brand’s cultural relevance and emotional engagement.
- Paddle: Paddle Studios — A SaaS company producing documentaries and web series to connect with its audience through storytelling, reinforcing relatability and human connection.
- Tide: #TideTackles — Featuring NFL legends visiting tailgates, Tide connects with audiences through authentic storytelling that resonates with game-day experiences.
- Sky and Dogs Trust: Pop-Up TV Channel — Dedicated to calming anxious dogs during firework season, this initiative created a strong emotional link with dog owners.
- Ahrefs — By producing children’s books and board games themed around SEO, Ahrefs aligns itself with its audience while generating strong brand recall.
Final Thoughts
To create impactful branded content, brands should aim to understand their audience deeply, drawing insights from customer interactions and audience research. As AI continues to proliferate in content creation, brands that successfully connect on emotional levels will stand out, while those failing to evoke such connections may struggle to remain relevant.
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