Branded Content: Its Definition and Importance in Influencer Marketing

The marketing landscape has dramatically shifted in the past decade, mainly driven by the digital revolution.

Amidst this change, a term has gained significant traction: branded content.

Although what is branded content exactly? And why is everyone talking about it? In this post we will dive into this comprehensive guide on branded content and discover why it’s the game-changer your business needs.

What is Branded Content?

Branded content is a fusion of advertising and entertainment. See below for the difference between traditional advertising and branded content.

  • Traditional advertising: directly promotes a product or service
  • Branded content: focuses on creating engaging, relevant, and valuable content that integrates or showcases a brand.

Traditional ads pop up in the middle of our favorite TV show or before a YouTube video, and interrupt our experience.

But branded content is the experience. It aims to be as engaging, entertaining, or informative as the best content out there. It is also a way for brands to connect with their audience without the hard sell.

Why Branded Content is on the Rise?

Mainly there are 2 reasons:

  • Audience Burnout with Traditional Advertising: With the bombardment of ads every day, consumers have grown weary of overt promotions. Branded content offers a fresh, engaging approach that captures attention.
  • The Digital Revolution: With platforms like YouTube, Facebook, and Instagram emphasizing video and story-driven content, brands have a stage to craft narratives that highlight their essence.

Why Branded Content Matters to Influencer Marketing?

Branded content is a game-changer for influencer marketing because it feels natural and genuine. 

Think about it: in a world where our feeds are jam-packed with ads, we all crave stories that feel personal and relatable. 

When influencers use branded content, they’re blending a brand’s message into their day-to-day stories. This makes the audience feel more connected to the influencer and the brand.

Branded content is just like having a heart-to-heart chat with your audience, making influencer marketing more authentic and effective.

Real-world Examples of Branded Content

LEGO’s “The LEGO Movie”: Storytelling through Cinematic Experience

 

The LEGO Movie: Instead of making a 2-minute advertisement, LEGO went all out with a full-blown Hollywood movie.

“The LEGO Movie” was a masterstroke in branded content. It wasn’t just a movie about LEGO; it was an entertaining, heartwarming story that emphasized the core values of creativity and imagination that LEGO stands for.

Instead of pushing products, LEGO told a story, making it a memorable brand experience for viewers.

User-Generated Content: LEGO Ideas is a platform where fans can submit their own LEGO set designs. The community votes on their favorite ones, and the top-voted designs have a chance to become real sets sold around the world.

Through this initiative, LEGO has turned its branded content into a collaborative effort with its community.

Red Bull’s Content Empire: Beyond Energy Drinks, Embracing Extreme Sports and Culture

https://www.youtube.com/watch?v=Hz2F_S3Tl0Y

Brief intro: From music festivals to extreme sports documentaries, Red Bull showcases how branded content can be done right.

Red Bull Stratos: In perhaps one of the boldest moves in branded content history, Red Bull sponsored Felix Baumgartner’s record-breaking freefall from the stratosphere. The event was live-streamed, drawing millions of viewers worldwide. Red Bull wasn’t selling an energy drink; they were selling an experience, an emotion, and a testament to human achievement. This leap tied perfectly to their tagline: “Red Bull gives you wings.”

Red Bull Media House: Red Bull has its own media production company, which churns out high-quality content ranging from documentaries to music to magazines. Through this, Red Bull has positioned itself as more than just an energy drink brand—it’s a lifestyle brand associated with high adrenaline, culture, and innovation. Their branded content, often highlighting extreme sports or music events, seamlessly integrates product placement without making it feel forced.

Overall, what both LEGO and Red Bull did right was transcending traditional advertising. They understood that today’s consumers want experiences and stories, not just products. By creating content that resonated with their audience’s passions and interests, they’ve elevated their brands to iconic status.

The Road Ahead

The importance of branded content is not just a passing trend—it’s the future of marketing. 

As ad blockers become more prevalent and traditional advertising methods continue to wane in influence, branded content emerges as a genuine, effective way to engage with audiences.

In conclusion, branded content is about crafting narratives that seamlessly integrate brand values while providing genuine value to the audience. 

If done right, it can transform how consumers perceive and engage with brands. 

It’s not just about selling a product; it’s about building lasting, meaningful relationships.