In the age of discovery commerce, where the in-person, window-shopping experience now frequently happens in the digital space, branded content is like a trusted friend.
Branded content connects consumers with content and products they’re bound to love, on the platforms where they spend time. Similar to how people innately trust a friend’s recommendation, people also are likely to trust what a publisher, that they find credible, tells them about a brand.
For publishers, branded content can help drive sales outcomes by demonstrating the value of their content platforms to advertising partners. Advertisers can provide value and draw customers more deeply into their brand stories through a versatile and efficient marketing channel. And, in turn, customers can discover and learn more about brands and products they may grow to love.
The following five reasons explain why developing branded content—and promoting it on the social channels where people are spending time—can help drive incremental value and be a vital part of your marketing mix.
1. Drives discovery
Today’s customer is no longer shopping with a specific task or product need in mind but is more likely always shopping as they go about their everyday activities. In fact, in a GFK study commissioned by Facebook IQ, 65% of online shoppers surveyed said that the Internet is making them more spontaneous in their shopping over time.
Publishing branded content on social media allows you to connect with people who are in a discovery mindset beyond the transactional level. It’s a great introduction to your products and services. And while people may not have intent to purchase initially, when they consume your branded content, you can inspire them to become new customers. A sample of studies of branded content partnerships conducted by Facebook showed that branded content resulted in a 7.6% lift in ad recall, a 5.7% lift in brand product awareness.
To decide which publisher or content creator to engage, think about your brand identity and which audiences may be drawn to your story. This process is similar to how you would think about where to advertise.
2. Drives sales through relevance
Today, publishers’ content, voice and audiences are already an inherent part of their social presences. Marketers can craft branded content that’s highly relevant to these specific audiences, who are likely to be engaged and receptive to what a publisher they know and trust is promoting.
The ability to reach a broad set of audiences with personalized and relevant content drives efficiencies as marketers reach qualified audiences and move them farther down the marketing funnel. For example, in the sample of Facebook lift studies mentioned previously, branded content resulted in a 1.5% lift in action intent and a 3.5% lift in conversions.
“Branded content allows for voice and authenticity that adds to your message in a way that ad targeting alone cannot perform,” explains Ken Blom, SVP of ad strategy and partnerships at BuzzFeed. “Where your message comes from is additive to the precision targeting that ads allow for. BuzzFeed branded content on average results in a +11% increase in brand favorability for our partners, which is 4-times more than the industry norm.”
3. Builds trust
Branded content is frequently promoted by a content creator who audiences already know and trust, therefore you can build credibility as well as awareness for your brand. In fact, 58% of Gen Zers (18-24) rely on influencers and celebrities to discover new products.
Publishers have been influencers since before social media and the Internet itself. For decades, content creators have drawn in audiences with their authentic voices and perspectives. Giving them the power to do more than simply introduce your product could lead to experiences that your audiences will trust.
4. Unlocks deeper customer engagement
Branded content elevates advertising, transforming it into content that people are looking for when they come to platforms like Facebook and Instagram. In a recent survey of online shoppers who use Facebook platforms weekly, 51% surveyed said that they considered brands and retailers part of their online community, with 47% surveyed naming influencers and celebrities as part of that cohort.
Marketers have a unique opportunity when they work with a publisher on branded content to create a custom story that invites people to explore more about a brand.
5. Helps launch new brands
Many direct-to-consumer brands and disruptors spend years focusing on growing sales, deprioritizing brand building in the early stages of the business. But leveraging well-known publishing platforms with well-defined audiences can help new businesses build credibility and efficiently build brand awareness to reach incremental net new customers. A sample of studies of branded content partnerships conducted by Facebook showed that branded content resulted 6.8% lift in new buyers.
Content has always been the key to unlocking deeper relationships with customers—now social media makes it easier for brands to connect with the content creators who can help them engage meaningfully with more people. It’s time to connect with customers through a voice and perspective that they already know and trust.
