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 scrolling—and 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.
Come possono quindi i brand iniziare a creare branded content d'impatto?
Fornire valore
The power of branded content is its ability to integrate seamlessly into the consumer experience—while 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 “How-To” genre of branded content, Nielsen found that, on average, 83% of target audiences felt brands paired well with the content—inherently creating trust between the brand/advertiser and consumer.
Trovare la giusta misura
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 today—given 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 doesn’t end with matching the right promoters to your brand, it must also come across as genuine.
Coerenza, coerenza, coerenza
Il modo per far crescere i fedelissimi del marchio è stabilire lo scopo del marchio e dimostrare costantemente questa promessa. I contenuti di marca sono molto diffusi sulle piattaforme dei social media. Poiché queste piattaforme offrono ai marchi un numero illimitato di punti di contatto con i consumatori, la coerenza è fondamentale per rimanere al centro dell'attenzione nell'affollato spazio dei contenuti. Abbiamo scoperto che, in media, solo il 71% del pubblico era in grado di ricordare il marchio presente nel contenuto senza essere sollecitato. Se il pubblico non ricorda per primo i contenuti, come possiamo aspettarci che diventi un sostenitore del marchio?
Misurare l'impatto
Come per tutto il marketing, l'unico modo per sapere se il vostro branded content funziona davvero è misurarne le prestazioni. Potreste pensare che il vostro messaggio ispiri sentimenti di affidabilità, innovazione o eccitazione, ma come fate a sapere se avete mancato il bersaglio? L'unico modo per saperlo con certezza è misurare i KPI del top funnel del marchio, come la consapevolezza, la familiarità e il gradimento.
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.
