What Is Branded Content + Examples

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branded content is an effective response
to an increasingly saturated market
today users are constantly overwhelmed
with ads and information to the point
that many of them resort to solutions
such as ad blockers or develop ad
blindness to combat the disdain for
traditional advertising brands need to
look for new ways to connect with their
audience find creative ways to get the
public's attention and convey the values
they represent and branded content is a
great solution to all of these needs
therefore in this video we'll take a
look at what exactly is branded content
what advantages it has for brands and
we'll give some of the best examples to
show it let's get started
[Music]
let's begin with the definition of this
concept branded content is a marketing
technique that involves creating content
that is directly linked to a brand
allowing consumers to make a connection
with it
to further define branded content let's
take a look at some of its main
characteristics it is focused on the
values of the brand not on its products
or its services although it can adopt
the format of a classic video spot it is
based more on the intangible qualities
of the brand than on the specific
product it offers it seeks to generate
conversation and notoriety about the
brand more than looking for a direct
sale or conversion this type of content
tries to impact the audience and smart
conversation around the brand therefore
the key metrics to measure the success
of branded content tend to focus on the
notoriety and the number of mentions it
generates added value for the user
normally we think of advertising as a
price to pay to consume the content that
really interests us but branded content
seeks to turn this idea around and
create content that users actually want
to consume generally this added value
comes in the form of entertainment it
appeals to emotions branded content does
not seek to use rational arguments about
why a brand is better than the
competition but instead tries to connect
with the audience on a more intimate
level
it uses storytelling in essence this
type of content seeks to tell a story
about the brand to the viewer with
protagonists as well as a beginning
middle and an end it can be presented
through multiple formats and channels
branded content is a very flexible
concept so it can be adapted for many
different formats like videos podcasts
video games events or even combine
several of them to tell a history of the
brand likewise there are many different
ways to spread this content from apps to
social networks to the brand's website
the content may be co-created it is very
common for brands to collaborate with
film directors or other renowned
professionals to create their most
outstanding content but the
collaborations don't end there user
generated content is also a popular
resource allowing users themselves to
tell the stories about the brand and
thus get involved while providing
content the term branded content is
relatively new so there is still some
confusion about it and sometimes it gets
mistaken for other related techniques
this is why we'll take a look at the
difference between branded content and
conventional advertising content
marketing and product placement let's
start with branded content versus
conventional advertising conventional
advertising focuses on products and
services but branded content does not
although products can appear in the
content they are not the main focus nor
are they directly talked about instead
there is greater focus on more abstract
values in brand story in comparison with
conventional advertising branded content
is not invasive
tv spots or digital formats such as
banners and pop-ups are based on
grabbing the user's time and attention
so the goal is that the user consumes
branded content voluntarily branded
content versus content marketing content
marketing is a broader concept it is a
strategy that encompasses all types of
content created by the brand while
branded content would be a specific type
of content within the overall strategy
within a content marketing strategy
there is room for many types of content
that are not branded for example
informative guides video tutorials or
testimonials
so branded content would be within
content marketing branded content versus
product placement in product placement
the product always appears very
explicitly and clearly while in branded
content this is not an essential
requirement
product placement is passive the control
over what involves the product and the
context of the placement is mostly
decided by the creators of the main
content for example a movie or a series
and not by the brand itself and finally
product placement does not use
storytelling the main story is not
related to the product or the brand
while branded content is always related
to the brand's corporate values now that
we've taken a look at the definition and
the differences between branded content
and other types of marketing strategies
let's see what are the advantages of
using branded content
it is not invasive conventional digital
advertising generates more rejection
among users with banners that hinder
navigation instead branded content seeks
to attract them naturally and make them
want to get involved it generates an
emotional connection
the best branded content is capable of
telling stories that excite the audience
this emotion gets associated with the
brand making users remember it for a
long time
it has the potential to go viral branded
content is presented in shareable
formats that often lead to the content
being shared through social networks it
can quickly generate a snowball effect
that can go a long way it improves the
positioning of the brand while
generating engagement and loyalty
instead of just repeating a slogan it
tells a story that represents the values
we want to associate with the brand so
the positive associations and the
characteristics associated with the
brand register in the minds of the
audience it can help promote traffic and
leads although it is associated more
with notoriety and metrics a good
branded content campaign can also serve
to bring a large amount of traffic to
your website and start introducing users
into the conversion funnel to better
understand the concept of branded
content we'll show you some examples of
brands that did a great job with it
one the morning show in 2019 apple
launched original programming on their
new apple tv plus service and one of the
shows they included was the morning show
where we can see a wide range of apple
products throughout the series this show
is created by apple for apple and
features their products in a way that
highlights their diversity and
integration into everyday life 2. red
bull this brand of energy drinks is one
of the most successful examples of
branded content today most of their
marketing is focused on creating stories
that promote brand values such as
athleticism and love for risk taking no
doubt the most famous example of red
bull is the jump of felix baumgartner
from the stratosphere
he created a world record and managed to
have half the planet paying attention to
them for days the returns from the
related advertising tripled the
investments and the event was also very
memorable and had a positive long-term
impact on the brand three savage x fenty
show this american lingerie brand is a
great example of how to use events to
generate branded content every year
savage x fenty's famous fashion show
generates widespread anticipation
it has become a phenomenon of popular
culture in the united states and it
appears in the media for months with
people speculating who will be the
chosen models who is going to perform at
the show and how the garments will look
thanks to this they have achieved great
brand notoriety and have become
unmistakable and that's all for today
make sure to release your creativity if
you want to launch a branded content
strategy and apply some of the advice
we've given to you today make sure to
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