Branded content is a form of marketing that offers entertainment value to consumers while selling a product or idea. It can take various forms, including video series, interactive websites, and TV shows. The content is tailored to reach a specific demographic and shape perceptions of the brand. Luxury brands use it to reinforce their exclusivity, while others use it to showcase a sense of fun and whimsy.
Branded content is entertainment that comes with a branded look, such as a series of movies that all revolve around the same product or family of products. Such content offers entertainment value to consumers and also sells them a product or idea. Often sets a specific tone or style to make consumers feel more connected to a particular brand; Instead of simply selling an item like paper towels, branded content also sells a specific lifestyle and improves brand loyalty. The consumer’s purchasing choices are not only about brands that he thinks can satisfy his needs, but that satisfy his aspirations.
The origins of branded content are very ancient. A number of advertisers used short, humorous narratives in magazine and radio advertising in the early 20th century to appeal to consumers. In the late 20th century, the concept expanded with the assistance of the internet. Numerous brands have created interactive websites, short film series and other forms of entertainment to attract users. In addition to selling products, some also sold brands in the form of individuals, such as pop stars who wanted to project a specific image.
Examples of branded content can include video series that feature a single product in different settings, often with a narrative surrounding it, along with websites that can draw viewers into an alternate reality game. A number of television shows, for example, broaden the reach of their brand by engaging viewers online. These websites may link to social networks so that users can share results with friends and promote the brand through publications and public interactions.
This type of marketing tends to immerse the target demographic in an experience, and branding may not always be immediately apparent. Some branded content takes the form of viral marketing, where a video or other phenomenon spreads and may not be immediately associated with a specific brand. Users can share content, adapt and remix it or add their own content without realizing that they are participating in an advertising campaign.
Luxury and high-end brands can use branded content to reinforce their exclusive nature, while other brands can use it to showcase a sense of fun, whimsy, and general consumer interest. Content is always tailored to reach a specific demographic and shape perceptions of the brand and family of related companies. A company that sells candy, for example, may want to emphasize a family-friendly business ethos, while other brands may position themselves as edgy and dangerous through their branded content to appeal to younger, single consumers.
Protect your devices with Threat Protection by NordVPN
