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.
Então, como as marcas começam a criar conteúdo de marca impactante?
Oferecer valor
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.
Encontre o ajuste certo
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.
Consistência, consistência, consistência
A maneira de cultivar fiéis seguidores da marca é estabelecendo o propósito da marca e demonstrando consistentemente essa promessa. O conteúdo de marca é muito popular nas plataformas de mídia social. Como essas plataformas oferecem às marcas pontos de contato ilimitados com os consumidores, a consistência é fundamental para permanecer na mente das pessoas em um espaço de conteúdo tão concorrido. Descobrimos que, em média, apenas 71% do público conseguia se lembrar da marca apresentada no conteúdo sem ser solicitado. Se o público não se lembra do conteúdo, como podemos esperar que se torne defensor da marca?
Medir o impacto
Como em todo marketing, a única maneira de saber se o conteúdo da sua marca está realmente funcionando é medir seu desempenho. Você pode achar que suas mensagens inspiram confiança, inovação ou entusiasmo, mas como saber se você errou o alvo? A única maneira de ter certeza é medindo os principais KPIs da marca, como reconhecimento, familiaridade e favorabilidade.
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.
