Branded content is a term that is used to describe any type of content that is created and published by a company to promote its brand and values. Unlike traditional advertising, which is designed to be interruptive and push a product or service onto the audience, branded content is designed to be informative, engaging, and valuable to the audience.
Branded content has its roots in the idea of "native advertising," which originated in the early 1900s with the rise of print publications. These publications would often include sponsored content that was designed to look like editorial content, providing readers with valuable information while also promoting a product or service.
In the digital age, branded content has evolved to include a wide range of formats and channels, including videos, articles, social media posts, and more. Today, branded content is an essential part of many companies' marketing strategies, and it is widely used to engage with audiences and build trust and credibility for the brand.
One benefit of branded content is that it can be more effective at engaging the audience than traditional advertising. Because it is designed to provide value and be informative, branded content is more likely to be shared and discussed by the audience, which can help to increase brand awareness and drive engagement.
Here are some branded content examples you may be familiar with:
Dove's "Real Beauty" campaign, which uses a series of short videos to promote body positivity and celebrate natural beauty.
Apple's "Shot on iPhone" campaign, which showcases the camera capabilities of the iPhone by featuring user-generated videos that were shot on the device.
The LEGO Movie, which reportedly increased LEGO sales by 25%.
Nike's "What Are You Working On" series, which highlights interesting people in a documentary style to promote the brand's message of empowerment and achievement.
Looking to the future, it's clear that branded content will continue to play a crucial role in the world of marketing. As consumers become increasingly savvy and demand more value and authenticity from the companies they engage with, branded content will be an essential tool for companies to connect with their audience and showcase their unique personality and values.
At Boundless Creative, we specialize in creating high-quality branded content that helps our clients promote their brand and engage with their audience. Contact us today to learn more about how we can help you succeed.
