Branded content is a modern marketing technique used to promote a service or goods. Unlike traditional advertising, branded content is a way for companies to showcase their brand rather than their product. The logic behind this strategy is that consumers have often become blind to advertising because the market is so saturated. Branded content reframes brands through the lens of culture, stories and emotions. The content created represents a brand’s values in a less intrusive way than traditional advertising.
The Benefits of Branded Content
Many companies are turning to branded content to show consumers what they represent. The move can be seen as a remedy to the buying behaviours of the millennial and Gen Z demographics. In particular, research on Gen Zs has shown that the group takes a specific interest in brands that they identify as having similar beliefs. 71% of Gen Zs felt brands must address diversity and inclusion. Gen Zs want to see a real and consistent commitment to social awareness on the part of brands. Branded content is a way for companies to bring their character and beliefs to the forefront. In this way, people are more able to identify with them.
In other words, branded content is about opening a dialogue with customers. It can help to:
- Generate an emotional connection with consumers
- Reify brand beliefs and values
- Create brand recognition
- Generate engagement and brand loyalty
- Promote traffic and conversion
Branded content is also about visibility. The digital native demographic – those brought up in the digital age, such as Millenials and Gen Z, are very much influenced by technology in how they make their purchases. In fact, 51% of Gen Zs expect to make purchases quickly between different shopping channels, such as in-store, through social media, websites and apps. With this in mind, branded content must be adaptable, transmittable and relevant across different platforms.
As of 2021, 42.0 million Gen Z users were on Snapchat, with another 37.3 million users on TikTok. These figures are only expected to grow in number. Several successful branded content campaigns have already brought in a new demographic of fans and consumers. So it’s time to get your brand on board.
How a Branded Content Agency Can Help You Develop Your Content
Branded content agencies help develop content specifically for businesses that want to use a branded content strategy. In addition, they can provide insights for content ideas, taking you through the different stages of content development and production.
They can also help with the production itself, from preparing filming equipment to the complete shooting and editing of the piece. Established content agencies will take you through editing and post-production necessities to ensure that your content becomes the industry standard.
Branded content is more than just making a sale; it is about telling your story. A narrative is a powerful tool that companies can use to change perceptions, inform, entertain and persuade. When done correctly, it’s an incredible way to open up communication and get customers opinions on critical issues that affect your business.
Takeaways
Using branded content is a strategic way for a company to establish itself in a competitive market. But, unfortunately, ad blindness is a real thing. Customers have become immune to traditional marketing tactics. They want brands to give them more. They want to know who they’re buying from as much as what they are buying.
High stakes film is branded content agency with a difference. We capture authentic culture and societal responses in a fast-changing world. We can help you to communicate your brand’s story and make you stand out from the crowd.
High Stakes Films 