Due to the fact that the market is extremely saturated with advertising and various advertisements, nowadays people are looking for new ways to reach their clientele, for this they must know What is Branded Content and how is it used to convey your brands? and do good publicity.
Branded Content. Get to know its concept and some examples
What is branded content?
It is a marketing technique that is used to create various content linked to a certain brand, which allows the brand to connect with consumers. In other words, it is a very effective response for a market that is currently saturated, since many users are affected by the various advertisements and information that reach them at all times.
For this reason, brands must look for different ways to connect with their users and thus be able to bring them the greatest possible creativity and transmit the values that their brands represent. That is why in this article, we will teach you What is Branded Content and what is it for?
Branded Content Features
To better explain What is Branded Content? We will mention some characteristics that this marketing technique presents.
Highlight brand values, not products and services
It is based on the qualities that the brand has more than on the specific features of the offer and this has nothing to do with its essence, although it may have the format of a spot in classic videos.
Seeks to get the brand noticed and generate conversation
What matters most of all is that the content produces a great impact on the audience and that there is a lot of talk about the brand, because this is how it is given the publicity that it requires to increase sales and that brand can be known even more.
Therefore, the keys to measuring the success of a specific action is focused on making the brand noticeable, making it striking as well as causing millions of mentions and increasing it each time. You can also read about the Internet publicity.
It gives added value for the user
It has always been believed that advertising is a price to pay to be able to consume the content of our interest, however, Branded Content seeks to give another twist to this belief by helping the content to be more attractive and users seek to want to consume it. Therefore, this marketing strategy generally adds value to you in the form of entertainment, to attract consumer attention much more effectively.
Demand on emotions
Using the emotions of people who are consumers of a product or a brand has been used to convince since the time of Aristotle and today it is still a highly effective resource to sell a brand.
The brand of a product does not seek to show any kind of rational argument about which brand is better than another, but rather seeks to reach its audience more intimately, reaching their emotions so that the consumer falls in love with a certain brand.
Use Storytelling
What is sought with this type of strategy is to tell a story to the viewer that faithfully represents the brand, creating protagonists, a beginning of the story, a complication and finally an outcome.
Presents various formats and broadcast channels
This strategy presents a very varied concept since it is adapted to different presentations such as content in videos, podcasts, interactive formats, copies, events, video games or you can even make a combination of various content to publicize through its history, the brand . There are also different ways to spread your advertising, such as social networks, applications and Web pages.
What Branded content is not
We already explained to you in the previous section What is Branded Content? now we will tell you what it is not. Today this marketing technique is not well known and many people often confuse it with other techniques that can be related but are not Branded Content.
We will show you what are the differences that this technique has with conventional advertising, product placement and content marketing. Let's see the differences between them:
Differences with conventional advertising
- It does not focus its attention on products and services: The products may appear in the Branded Content but they do not focus their attention on them or talk about them directly, however, the content is directed more in the abstract values and in the story.
- It is not an invasive technique: Digital formats such as banners and pop-ups consist of "hunting" the user to devote his time and all his attention to advertising, but the idea of this technique is to seek that the user consumes it voluntarily for your brand not because of the product itself.
Differences with product placement
- The product placement is explicit since in an action within this technique the product appears clearly, but in the branded content this is not a mandatory requirement.
- It is also passive, it is limited to being present but the control of what happens around it is held by the creators of the main content such as a movie or a series and not by the brand itself.
- It does not use storytelling, that is, the main story is not linked to the product or the brand, however, the content of said brand always refers to the values it has.
Differences with content marketing
In this case we find a much broader concept than the previous two, since content marketing is a strategy that encompasses any number of types of content that have been created by the brand, while Branded Content encompasses a typology of concrete content.
Within this strategy many types of content fit, as an example, we can mention informative guides, video tutorials or some testimonials, which are not considered Branded Content.
Advantages of Branded Content for brands
- Branded Content is not invasive but it seeks to naturally attract the user's attention and makes them want to know your brand even more. All this occurs because in conventional digital propaganda, the main resource is banners and they make it difficult to visit the website and it is increasingly rejected by users.
- Create an emotional connection with the brand, where the best content tells stories that can move the audience and users. By creating a connection through a story that reaches the user's emotion, it will be associated with the brand, which makes them always remember it for a long time.
- It presents formats that can be shared and that can be very attractive to users, they can also be disseminated through social networks. Thanks to this, users can share many times and create a "snowball" effect, which makes the brand grow and become well known.
- It helps to improve the positioning of the brand, since it is not limited to repeating a slogan but rather tells a representative story of the values that you want to associate with your brand. Thus, within the minds of users the positivism and characteristics of the brand that we want them to always remember are registered.
- The content of a brand seeks to provoke diverse responses in all its users, not only to be consumed in a passive way as happens with traditional advertisements. With this, the audience engages with the brand more deeply and over time becomes part of the consumer identity.
- It helps to promote registrations and leads, as it is associated to make an image noticeable, using an excellent brand content campaign and can serve to attract a large number of visits to the website of said brand and you can start attracting your users to conversion.
Why make Branded Content?
We can tell you two fundamental reasons why you can use Branded Content as your first choice in the most effective marketing technique:
- Because the market is highly saturated with information and diverse advertising, users or consumers of a brand have many options to choose from, creating a bit of confusion and mistrust. But with Branded Content you can use their emotions so that they feel identified with your brand and resort to it without fear.
- It helps you to know what the true needs of your consumer are, because by discovering the problems of your consumers you can obtain growth in your brand's branding and marketing strategies.
We can give you an example of a production company, where it identified the needs of its consumers and creates a guided strategy experimenting with all the senses, that is, this company offers its consumers tastings, elaboration workshops, encounters with other products of the brand and thus draws their attention through the senses and sets them with a unique movement.
You may be interested in the following article about other online marketing techniques that really work where you can learn about some different to Branded Content.
Branded Content Examples
Popeye
Well, Popeye's super comiquita, famous in the 1930s, is a creation of the Chamber of Spinach Producers of the United States, because this company required to increase the consumption of spinach in children promoting its high iron content, for this reason they decided to create a character that reflected the benefits of spinach in the growth of children, where history indicates that by eating spinach he becomes strong and can defeat his enemies.
Red Bull
Possibly this brand of an energy drink is a clear example of Branded Content today, because its marketing is focused on creating stories to promote the values of the brand, such as sports.
Coca-Cola
The world's most famous cola brand focuses its attention on the most popular value in all people, happiness. Within this universe such as Coca-Cola there are many examples of Branded Content as we will mention below:
- The names on their cans awaken the spirits of consumers. The cans with names, a strategy that awakens the collector spirit of consumers and that has garnered millions of mentions on social networks and news media.
- Some trend magazines like Journey turn your website into a showcase of brand values.
- The ads have families consuming the refreshing drink, where some of those family members indicate that they are extremely happy when they have a drink like Coca-Cola.
- The ad about families, in which children from unconventional families ask their parents questions to conclude that they are happy with them.
Victoria Secret
This is a very famous lingerie brand in the United States, so you have probably already heard about it and it is a brand where it gives a great example of how to use events to promote your brand.
Every year this company performs the famous Victoria Scret parades of angels, which generates great expectations and is positioned on many covers. It is a great phenomenon in the popular culture of this country, where months go by and the people who enjoy this parade continue to comment on it continuously and speculate which models will be chosen by the brand for this parade, specifically, the following year.
Balay
This brand of household appliances in 2012, decided to advertise its products differently, stopped advertising washing machines, dishwashers, etc., and began to put weight on communication in the stories of its workers, with this it managed to humanize the company and create an emotional connection between your workers and the company.
The format was as simple as it was effective, since in their videos, the workers who manufacture these products were always the ones who said "Thank you for choosing us" but not before introducing themselves and saying their time within the company.
Here we leave you a video so you can understand better What is Branded Content? and how it is used to create a marketing strategy.