Courtesy of the Don Draper Family Archive & Museum
You can’t look anywhere without advertising content popping up in every internet window, or even showing up in billboards as you drive across town. People are getting tired of being marketed to, but there is one thing that still holds their attention: great content.
While traditional advertising worked quite well in the past, today’s audience wants something more personal, and more interactive. Branded content gives the consumer a reason to believe in your product, and can help to build brand loyalty. That’s why branded content is making such a splash in the industry. It does away with the overused “Buy Now” messaging, and instead leaves the reader or viewer with something that is valuable, entertaining, and most importantly that makes them feel connected to your brand. Branded content can build brand equity faster than any advertising method ever could, and it’s been proven to do so.
Branded content is backed by research. According to research giant Nielsen, branded content works because along with today’s content saturation has come shorter attention spans. This isn’t a surprise when you think about it.
We’ve perfected the 140 character Tweet, communicate with friends and family through emojis, and have gotten used to reading our news through social media posts and online summaries. This isn’t a bad thing, but it is a new thing, and it means that people don’t have time to sift through long form advertising messages anymore. Something more exciting and interesting can and will win their attention away. So, enter branded content — the answer to any marketing department’s frustrations when they realize that clicks and conversions have steadily gone down in their traditional advertising methods and that a new method is needed.
Nielsen ran some consumer testing on more than 100 pieces of branded content and discovered that the way a message is delivered has a direct impact on the way viewers connect with the brand. This is important because when consumers feel they are being advertised to, they are less likely to let their guard down. When they feel they are being entertained or taught, they are more likely to trust a brand, which is of course a very important factor in building their brand equity — the holy grail of like, know, and trust.
So, what do you think? Are you ready to explore branded content in your business? As you may have guessed, branded content is something we’re passionate about here at Fifty Square Feet Productions. We can help you from the ideation stage to the final production. If you’re ready to find out whether branded content can help take your business or agency to the next level we invite you to schedule a call. We can’t wait to help your clients get into the branded content game and out of the screaming for attention game.