Audiences are finely tuned to advertising. They can scroll, skip and block ads on their way to enjoying their favorite content. But what stops someone from scrollingโand starting to engage? Content that interests them and breaks through the noise. One increasingly popular method for brands to get their message across is the use of branded content. Rather than an obvious product placement, think of different types of content like sponsored blog posts, short form videos or influencer marketing. This kind of content has emerged as a way for brands to cultivate a more engaging experience.
Jadi, bagaimana cara merek mulai membuat konten bermerek yang berdampak?
Memberikan nilai
The power of branded content is its ability to integrate seamlessly into the consumer experienceโwhile simultaneously acting as another vehicle for brands to create content the audience actually cares about. Imagine a simple cocktail recipe using the newest hard seltzer brand, or a DIY home improvement tutorial video. Lots of times it’s a celebrity or athlete candidly showing us how to make the recipe or using their favorite product in the tutorial. And when it comes to this โHow-Toโ genre of branded content, Nielsen found that, on average, 83% of target audiences felt brands paired well with the contentโinherently creating trust between the brand/advertiser and consumer.
Temukan yang paling cocok
Where branded content really shines is its organic and personalized approach. By finding the right blog, social platform or influencer, brands can best engage and bond with their target consumers by relating to their real lives. This fit is more important than ever todayโgiven how conscientious consumers are about the need for real-life brands to reflect their own personal brand and values. In fact, 90%of Americans express favorability toward companies that prioritize well-being in their messaging. And recent Nielsen branded content studies show that, on average, 72% of audiences felt that the talent, like an influencer, was a good fit with the brand. However, only one-third felt that the content was authentic. Branded content doesnโt end with matching the right promoters to your brand, it must also come across as genuine.
Konsistensi, konsistensi, konsistensi
Cara Anda menumbuhkan loyalis setia merek adalah dengan menetapkan tujuan merek Anda-dan secara konsisten menunjukkan janji tersebut. Konten bermerek sangat populer di platform media sosial. Karena platform ini memberikan titik kontak tak terbatas kepada merek dengan konsumen, konsistensi adalah kunci untuk tetap menjadi yang teratas di ruang konten yang penuh sesak. Kami menemukan bahwa, rata-rata, hanya 71% audiens yang dapat mengingat merek yang ditampilkan dalam konten tanpa diminta. Jika audiens tidak mengingat konten secara langsung, bagaimana mungkin kita bisa mengharapkan mereka untuk tumbuh menjadi pendukung merek?
Mengukur dampak
Seperti halnya semua pemasaran, satu-satunya cara untuk mengetahui apakah konten bermerek Anda benar-benar berhasil adalah dengan mengukur kinerjanya. Anda mungkin berpikir bahwa pesan Anda menginspirasi perasaan dapat dipercaya, inovasi, atau kegembiraan-tetapi bagaimana Anda tahu jika Anda telah meleset dari sasaran? Satu-satunya cara untuk mengetahuinya dengan pasti adalah melalui pengukuran KPI merek corong teratas seperti kesadaran, keakraban, dan kesukaan.
When branded content is built into marketing strategies and supported by real consumer voices, brands and audiences alike can enjoy more authentic and lasting interactions.
