The Branded Content Revolution: Engaging Audiences, Building Brands
What is branded content? This question will soon start resonating with businesses and people. In a digital era where new trends evolve and advertising reshapes continuously, branded advertising has become a key way to create meaningful connections with the audience.
Although branded content is not a new concept, the new meaning it has gained is completely different. Furthermore, traditional advertising is no longer as powerful as before. Users want to see more and engage with the video content. So, to comprehend how to offer value and relevance to your audience, let’s dive into explaining branded content.
What is Branded Content?
Branded content is more recurrent and relevant currently. Rather than a new concept, it has gained a new approach, in which it serves as a discipline of appropriate personalisation. In addition, 88% of publishers globally are shifting to branded material. This has reached the second position in terms of revenue as a source of advertising, being display advertising in the first position.
Publishers are rethinking their ways of advertising, and branded content is about creating a relevant subject that is either entertaining or interesting. Overall, it has the power to create an audience and connect with it.
Moreover, branded content focuses on introducing a brand naturally into diverse topic forms. Nonetheless, this needs to have a storytelling basis that facilitates the integration of the different aspects of video production. As a result, brands will build themselves around people and what they want to see, rather than just trying to sell a product or service and making the necessity. Hence, adapting to the audience instead of convincing the audience.
Cause of Shifting from Traditional Advertising to Branded Content
The main cause of the shift from traditional advertising is consumer requirements and their behaviour. Nowadays, users want to see engaging content that they can connect with, not feeling that others are selling something. Also, consumers want to see authentic content and genuine connections with brands.
Additionally, the rise of ad-blocking software and the ability to skip or ignore traditional commercials has forced marketers to find new strategies to efficiently reach their target demographic. Moreover, digital media platforms provide companies with new opportunities for B2C interactions. Thus, branded content enables brands to develop material that is relevant to their target audience’s interests and values. So, it results in a greater emotional connection and brand loyalty.
How does Branded Content Differ from Traditional Advertising
Although both forms of advertising have the ultimate goal of promoting a brand or its product, the difference is between the approaches they take.
On the one hand, traditional advertising focuses on advertisements, is not flexible and has “push” content that is intended for the public and a target audience. On the other hand, branded content focuses on the element itself, with different languages and genres, having a “pull” content to reach stakeholders.
Furthermore, in traditional advertising, the brand includes its identity sign (such as logos, or slogans) and has the risk of being intrusive and obvious. However, branded content shares the brand itself with its values and purpose, and while the product is less present and sales are not that evident, is less invasive.
Next, the spots of traditional advertising have the target of the product and participation is restricted. Branded topic spots the message and includes an active role for the public, seeking conversations and viral spread.
Lastly, the purpose of traditional advertising is unidirectional and showcases the differences and “what makes it better”. Meanwhile, branded advertising creates topics with people and brands while having the purpose of entertaining or making useful themes.
To sum up, branded content is changing the way of marketing and connecting with consumers. Brands may establish deeper connections with their audience and differentiate themselves in a competitive market by providing content that offers value to the consumer’s life. As customers ask for more personalised and meaningful experiences with brands, branded content will surely remain a cornerstone of modern marketing strategy.
Thank you for reading,
Sara.
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