Branded content has certainly become a popular talking point among marketers, advertisers and businesses over the past 12 months, but what is it really and how can it help drive more traffic, boost engagement and deliver clients online?
Well, Branded Content is nothing new; rather it is the latest spin on an ever blurring distinction between advertising and entertainment. Branded content builds on the platforms of product placement and the shorter form infotainment commercials that delivered such great results in the 90’s.
Branded content by definition is an entertainment style product, produced and fully funded not by a studio or network, but by the brand or company itself. It is used in events and installations, film, video games, music, the internet, and television, and while entertaining, will often carry a strong brand message.
A survey conducted in 2008 by Watershield publishing discovered that Over 95% of the time, web sites that feature branded content were more successful than web sites featuring typical advertisements, and are 24% more effective at increasing the purchase intent of viewers. In addition, branded content sites boost both favourability and brand awareness, two factors that are especially crucial to advertisers. Branded content is particularly effective in the 18-34 age group, forming positive opinions and being overall more responsive to branded sites.”
Of course the king of all forms of branded content would have to be branded video, but before you rush out to create your branded video you need to be aware of what makes Branded Content successful.
1) Research – know your market and target them.
2) Planning – Understand how you will distribute and deliver the content
3) Preparation – Make the content as entertaining and as polished as possible
4) Budget and ROI – This is vital and should be top of mind for all Branded Content producers.
To see an example of some Branded Content that Creativa have delivered recently, check out the video below and if you like it, share it with your friends.
For more ideas on how you can develop some clever branded content (just like this blog) why not contact us today. We would love to help.