What is it?

Branded content in influencer marketing refers to content that is created in collaboration with an influencer and explicitly features a brand or its products or services. This type of content typically involves an exchange of value, such as monetary payment or free products, between the brand and the influencer in return for the promotion. Unlike traditional advertising, the focus of branded content is often on informing or entertaining the target audience in a way that subtly integrates the brand's message, aiming to make the brand more tangible and present it in a positive light without being overtly promotional.

Where is it used?

Branded content is widely used across various social media platforms in formats such as sponsored posts, videos, stories, and reels. It can also be utilized in ads, embedded on product detail pages, and shared across different marketing channels to increase brand visibility and engagement.

When to use it?

Brands typically opt for branded content when they want to leverage an influencer's unique style and engaged audience while still maintaining some level of control over the messaging and creative direction. It is an effective strategy for increasing brand awareness, driving engagement, and showcasing products in an authentic and relatable manner.

How to use it?

The creation of branded content involves a collaborative process between the brand and the influencer, where the brand provides guidelines, key messages, and sometimes creative direction. It is crucial to ensure that all branded content is clearly disclosed as a paid partnership using the appropriate platform tools and labels to maintain transparency with the audience.

Why do we need it?

Branded content offers an authentic way to promote a brand's message through the voice of a trusted influencer, which can be more effective than traditional advertising. Research suggests that users are more likely to remember branded content compared to standard pre-roll ads, highlighting its potential for creating lasting brand awareness and positive brand associations.