There are many examples of successful branded
content in 2022. This year is progressing rapidly and, due to the coronavirus
pandemic, companies have had little movement in 2020. But now they’re back and the marketing teams
are doing a good job of makeup for lost time.
The main goal of branded content is to
understand the needs of users to communicate with customers through the
production of quality and attractive content. Everything is based on the
relationship between the public and the brand.
It tries to attract people to their brand
content with passion and feeling and as a result, adds extra value to it. The
main feature of this strategy is to sell without direct advertising.
Branded
content in 2022
Branded content wants to make a profit, but
they do so without the need to sell or offer products. They play with emotion
to effectively position the minds of the audience. They are designed to create
a positive brand idea.
From the point of view of digital marketing,
it is important that to increase the value of the offer, all the content is
given to a specific goal. It allows connectivity between the public and the
company, aids in the identification, visibility, and recognition of a brand in
the market. Having successful branded content in 2022 is a fast and effective
way to reach more viewers.
This is why marketing teams are allocating
more resources to the region, which is fundamental to the growth of companies.
Features of effective branded content
Among the most amazing features found in 2022
branded content are the following:
●
Price to the public: Brand value
should be associated not only with the information provided but also with the
price set by users.
●
Social Impact: It is recommended
to communicate content that affects society, such as shared interests so that
it can go viral.
●
Be creative: Attracting visitors
is everything, so it’s important to always be creative when creating content.
●
Be communicative: All content must
have a purpose, a plus that the goal chooses as a valuable message.
There is a strategic focus: one purpose of
each message is to study the company's marketing plan in advance. The key is to
get consistent results.
Benefits of branded content
Branded content delivers performance for a
specific brand and includes the following:
- Increasing brand awareness thanks to the
impact of the content provided to the public. For a positive message seen
in a branded content strategy video, they are more likely to be associated
with the brand than themselves.
- Including positive messages helps build
customer loyalty that grabs their attention.
- Creates a special connection between the
customer and the brand. For this reason, it is essential to have quality
content that sends a positive and lasting message over time.
- There is a high engagement within the brand
community and positively affects the company’s position in the SEO field.
- MIT’s interesting to the audience, because
it doesn’t use any kind of penetration strategy, so it’s easy to create
empathy among the audience.
- Due to the quality of the content, the
investment in these types of strategies is usually very high to get good
results in hiring suitable video equipment, producers, cameramen, actors,
producers, etc.
Disadvantages
of branded content in 2022
In the digital marketing world, branded
content has its advantages as well as disadvantages, and it is important to
highlight what to expect when creating a campaign.
Among the most important are the following:
- This is a time-consuming strategy and does
not return quick results. So, if you are looking for short-term results,
this is not the case.
- Exposure is not long and the content is
usually not long-lasting in the mind of the consumer. In other words, it
is a strategy that can have very strong initial effects but disappears
quickly without warning.
- Due to the quality of the content, the
investment in these types of strategies is usually very high to get good
results in hiring suitable video equipment, producers, cameramen, actors,
producers, etc.
6 examples of successful branded
content in 2022
It is very important to know effectively to
whom you want to convey a message. Because this way you can get the most out of
a branded content strategy. For example, in this year 2022 and 2021, the
content was broadcast mainly via mobile devices, especially within the younger
audience.
Knowing this situation will ensure that the
defined strategy focuses on attracting those viewers through exclusive content
for mobile devices. Getting real engagement is very important for establishing
long-term relationships with the target audience.
- “Dumby
way to die” of the Australian subway
The "Dumby Way to Die" video, made
for the Australian Underground, is one of the first branded content campaigns
to go viral. The core of the promotional content. It has been promoted on
various websites and social networks but points to all the traffic on the YouTube
page.
The goals achieved by this campaign were truly
surprising:
It has become the most downloaded mobile
application in more than 33 countries.
The video reached more than 120 million views
on its YouTube page.
They have distributed more than 100,000 copies
in 35 countries via iTunes.
- Nike
- Best day ever 'Tomorrow'
American sportswear company Nike takes
advantage of the time of the Olympics to convey a very powerful message about
the women of modern times. The branded content campaign focuses on the role
women play in the world of sport today. It mainly speaks of three personalities
such as Shelly-Ann Fraser-Pryce, Diede De Groot, and A'ja Wilson.
The campaign commemorates the achievements of
the brand’s well-known athletes in various disciplines such as basketball,
running, tennis, etc., and works on people’s feelings and emotions by
announcing that tomorrow will be a good day.
- Think
Outside The Box- Unlocking creativity
Promotional videos for beverage brand Redbull
use a variety of personalities from the sports world to convey a positive
message about recreational activities. It gives viewers brand-related emotion
and sensation, but never mentions or mentioned its ad.
RedBull plays with the emotions of its viewers
in a video that already has almost 70,000 views on the YouTube platform. In
this video, the audience is deeply immersed in the brand's meaning, from
coronavirus quarantine to the full development of outdoor activities.
- IBERIA–
The longest journey
The Iberia Company's campaign focuses primarily
on the Olympic spirit. A number of athletes have used coronavirus for training
during the ban. Whatever the company’s business purpose, the brand uses emotion
as the main source of inspiration.
It is a successful branded content in 2022
because it shows the personal lives of every athlete participating in the
Olympics. It focuses on training methods, dedication, strength, and focus and
highlights the desire to always be good in adversity.
- iPad-
Your next computer is not an Apple computer
Apple's campaign draws attention to the
feelings of people affected by their computers or laptops, be it uploading
files to the web, uploading content, or playing online games. Apple has focused
on making the lives of its customers easier by providing the same or improved
features with its new devices.
Through this campaign, Apple shows the
benefits that users will get by switching to branded technology. Different
personalities with the same problems and solutions, a very well-made and
produced video.
- Start
your impossible - Toyota
Toyota has been the victim of this year's
Olympics for working with stimulating content for its users. The brand was
shown to Paralympic athlete Jessica Long, who had to have both legs amputated
due to a rare disease. The campaign shows that this did not stop him from
winning 13 Olympic golds.
Emotions again play a central role in this
case, as little Jessica shows a harsh childhood until they become athletes.
Do you need content that speaks to your brand?
At Famenet, we have extensive experience in Branded Content& Branded Marketing to give visibility to your brand through meaningful actions.