forbes.com
Branded Content: From Ads to Enduring Franchises
Short-form video now dominates mobile data consumption (80%), pushing brands to create original content instead of relying on ads; Target and Alexis Bittar saw significant success with branded content series, proving the effectiveness of this approach.
- What are the key benefits for brands that shift from advertising to producing original content on social platforms?
- The shift from advertising to content production is transforming brand strategies. Retailers like Target (45 million views for "Teammates of Target") and Alexis Bittar (41% year-over-year eCommerce sales increase with "The Bittarverse") demonstrate the power of original series in building enduring brand value and driving sales.
- How are data-driven approaches shaping the creation and success of branded content series on platforms like TikTok and Instagram?
- Brands are leveraging social platforms to cultivate direct audience relationships, moving beyond one-off campaigns. Companies like NowThis and ATTN: illustrate the effectiveness of data-driven content creation, testing, and iteration for impactful results. This approach fosters deeper engagement and long-term brand loyalty.
- What are the long-term implications for brands that invest in creating engaging, original social content compared to those that solely rely on traditional advertising?
- Future success hinges on brands adopting a producer mindset, prioritizing content quality, audience feedback, and iterative improvement. The ability to quickly test and adapt content, exemplified by NowThis's "Are You Okay?" series (scaling from 250,000 to 4-6 million views per episode), is crucial for maintaining relevance in the fast-paced social media environment.
Cognitive Concepts
Framing Bias
The article is framed positively towards branded content, highlighting its benefits and showcasing successful examples. This positive framing, while not inherently negative, could lead readers to overestimate the ease and effectiveness of this approach compared to other marketing strategies. The use of phrases like "Stop thinking like advertisers and start thinking like producers" reinforces this framing.
Language Bias
The language used is generally positive and enthusiastic about branded content. Phrases like "success story," "social hit," and "growth engine" convey a strong positive bias. While descriptive, these terms could be replaced with more neutral language that still conveys the information effectively. For example, instead of "social hit," a more neutral phrasing could be "successful social media campaign.
Bias by Omission
The article focuses heavily on successful case studies of branded content, potentially omitting examples of campaigns that failed or had mixed results. This could create a skewed perception of the effectiveness of this strategy. Further, there is little discussion of the costs associated with creating high-quality branded content, which might be a significant barrier for smaller companies.
False Dichotomy
The article presents a somewhat false dichotomy between traditional advertising and branded content production. While it acknowledges the evolution of audience behavior and the limitations of traditional advertising, it doesn't fully explore hybrid approaches that might combine the strengths of both strategies.
Gender Bias
The article features a relatively balanced representation of men and women in leadership positions (e.g., Sharon Mussalli, Michael Vito Valentino, Taryn Crouthers, Matthew Segal). However, a more detailed analysis of gender representation within the discussed branded content campaigns themselves (e.g., portrayal of women in Target's 'Teammates of Target' or Alexis Bittar's 'The Bittarverse') would be needed to fully assess gender bias.
Sustainable Development Goals
The article highlights how brands are transitioning from advertising to content creation, leveraging social media platforms to build long-term relationships with their audiences. This shift involves innovation in content formats, production methods, and distribution strategies, directly contributing to advancements in the media and entertainment industry. Examples like Target and Alexis Bittar demonstrate successful branded content campaigns that are scalable and impactful, showcasing innovation in marketing and consumer engagement.