What is branded content ?

It's an era where brands are trying to grab our attention. Content is everywhere; it is so ubiquitous that consumers have become almost immune to it. Commercials, pre-rolls, banners, social media ads – these are examples of content that bore rather than entice people. The arrival of ad blockers creates a challenge: how do we reach consumers?

Branded content can be the solution. It requires a different way of thinking, but when applied correctly it is an effective way to reach target groups. It could become the norm in the future.

But what is Branded content?

To answer the main question of this blog, what exactly is branded content?

Branded content, or 'sponsored content' in Dutch, is the creation or sponsorship of content to connect with your consumers. Instead of promoting something in other content, such as a banner on a website or a pre-roll for another video, you promote a brand or company through self-created content. The content is the most important and is often tangentially related to the brand or products to be sold.

Branded content is a form of advertising without advertising. The viewer's experience is most important. They should not feel like they are looking at an advertisement, but something they want to see. It's not new; think of the Tour de France, designed to sell more newspapers, or “this weather report is made possible by …” as a form of branded content.

Pillars of branded content

There are different ways to create branded content, but there are some common elements.

The content is central, unlike traditional forms of advertising where the focus is on products and conversion. Branded content is often presented in a narrative manner, to evoke emotion instead of convincing with facts. These emotions are then associated with your brand, making you memorable and building a bond with your customers.

Branded content can have different purposes, such as informing, entertaining, or making a statement. Where companies used to try to avoid making statements, new generations of consumers appreciate it when a company shows where they stand in a particular discussion.

Instead of products, the values ​​of a brand are central. This is a subtle but important difference.

Branded content offers added value. It is content that matches people's interests, that is useful to them, or that they like and would like to watch.

It is important to be authentic and honest. Stay close to yourself.

Branded content videos can easily be distributed on your own website, but also on social media or your company's YouTube channel. This also makes it easy for a good campaign to go viral because people want to share it.

With branded videos the idea is to omit the Call To Action. This emphasizes that it is 'only about sales'. And that's exactly what you're trying to avoid.

Examples of branded content

Some examples are the campaigns of Nike, Dove, Gamma, Coolblue, and LEGO. Nike's “For once, don't do it” campaign speaks out against racism and for the #blacklivesmatter movement. Dove made a statement with their “You Are More Beautiful Than You Think” campaign and later with their “Courage is beautiful” campaign. Gamma makes DIY videos with explanations and Coolblue makes product videos to review or explain products. LEGO put itself back on the map with “Lego The Movie”, perhaps one of the most successful examples of branded content.

Are you interested in getting started with branded video content? We can help you and are happy to brainstorm with you about what is possible for you or your company. Contact us and we will get started as soon as possible!

The effectiveness of Branded Content

An essential aspect of branded content is that it goes beyond just promoting products or services. The focus is on creating an experience that connects with the target group both emotionally and cognitively. This deeper connection makes the branded content more effective in terms of engagement, recall and brand loyalty. Research shows that consumers are more likely to trust and remain loyal to a brand that they associate with a story or experience they value.

Why Branded Content?

With increasing competition in almost every sector, it is becoming increasingly difficult for companies to stand out. Furthermore, the attention span of the average consumer has drastically decreased. In this scenario, branded content offers a solution. It combines marketing with entertainment and offers consumers something valuable – information, entertainment or a story that touches them. This value exchange strengthens the relationship between the brand and the consumer, and contributes to creating a positive brand image.

Branded Content and Social Media

Social media plays a crucial role in distributing branded content. Whether it's a blog post, a video, a podcast or an infographic, sharing on social media can significantly increase the visibility and reach of the content. Furthermore, social media can help businesses reach their target audience, get feedback, and interact with their audience. The right use of social media can greatly enhance the impact of branded content.