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.
那么，品牌如何开始创建有影响力的品牌内容呢？
提供价值
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.
找到合适的人选
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.
一致性、一致性、一致性
培养品牌死忠的方法是确立品牌宗旨，并持续不断地展示这一承诺。品牌内容在社交媒体平台上广为流行。由于这些平台为品牌提供了与消费者无限接触的机会，因此要想在拥挤的内容空间中保持关注度，一致性是关键所在。我们发现，平均只有 71% 的受众能在没有提示的情况下回忆起内容中的品牌。如果受众不能第一时间回忆起内容，我们怎么能指望他们成长为品牌拥护者呢？
衡量影响
与所有营销活动一样，了解品牌内容是否真正有效的唯一方法就是衡量其效果。你可能会认为你的信息激发了人们的信任感、创新感或兴奋感，但你怎么知道自己是否失误了呢？唯一能确定的方法就是衡量品牌的最高漏斗关键绩效指标，如知名度、熟悉度和好感度。
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.
