Branded content is becoming one of the most powerful marketing strategies for companies that want to reach their audiences in an authentic and engaging way. But what exactly is it and how can it be maximized to promote a brand?
Read the article and find out our tips for maximum performance!
Branded content: what it is and how it works
In Italian, “branded content” would translate to “branded content” and is a marketing strategy that involves the creation of advertising content in collaboration between a brand and an influencerwith the goal of promoting the brand through more engaging and less intrusive messages than traditional advertising.
How does it work? Basically, influencers produce content that tells stories or experiences related to the brand in an authentic and personal way, making the message more aligned with the audience’s interest. This content can be videos, posts, stories or reels that, while maintaining the focus on the product/service, are more engaging than classic advertisements.
In this type of collaboration, the company provides the influencer with a detailed brief and guidelines that specify the characteristics and goals of the content to be created. The influencer, in turn, proceeds with the creation of the agreed upon content.
Operating and economic arrangements are formalized in a contract, which usually includes a fixed fee. To this can be added a variable component, calculated on the basis of results achieved, such as the level of engagement or sales generated.
5 practical tips for doing Branded Content
Let’s get right into it with a little guide to creating successful branded content:
- Find the right influencers for your niche
- Collaborate with creators for authentic content
- Put quality at the heart of your campaigns
- Integrates the message strategically
- Choose the right platforms for your target audience
1) Find the right influencers for your niche.
Selecting the right influencers is the first step for a good branded content strategy. It is crucial that the chosen creator shares the company’s values and image: his or her personality and communication style must align perfectly with the message you want to convey. In addition, it is important to consider the influencer’s niche and audience, because only with proper targeting will you be able to reach the most relevant consumers.
2) Collaborate with creators for authentic content
The beauty of this strategy lies in its ability to look natural. In order for this to happen, it is important to collaborate with the creators during the creative process, yet let them bring their own unique vision and style. The content should reflect the tone and style of the influencers, without coming across as forced.
3) Put quality at the center of your campaigns.
It is not just about promoting a product, but creating an experience that intrigues and engages the audience. Content must be of high quality, both in terms of informational value and visual appeal. Whether it is a video, an Instagram post, or a story on TikTok, the visual, narrative, and stylistic quality must be impeccable to stimulate audience interest and incentivize interaction.
4) Integrates the message strategically
A common mistake is to try to push the product/service too much. Instead, the brand should be integrated into the content in a natural way, creating a link between the brand and the proposed experience. For example, an influencer might use the product in a context that reflects his or her daily life, without forcing the promotion.
5) Choose the right platforms for your target audience
Each social platform has unique characteristics that can affect the type of content that should be created. If the target audience is on Instagram, a visual post with an engaging caption may be more effective. On YouTube, on the other hand, a more in-depth, longer-form, narrative video might be the best choice. Analyze where the influencer audience is most active and choose the most appropriate platform.
Also on this topic, discover: “The best social media for business: how to choose the right channels for your business”!
Branded content: rules and best practices for transparency
As we have seen, this marketing strategy is powerful, but it is important that it is carried out while complying with regulations and legal guidelines related to advertising transparency.
In fact, according to Italian and European laws, it is not enough for the influencer to simply refer to the brand: it is mandatory to state when the content is an advertisement or commercial partnership.
The most important rules to follow are:
- Use explicit and unambiguous formulas such as, “ADV,” “Sponsored,” “Partnership with [brand name]” on branded content
- Write within the first three hashtags, as long as they are of immediate perception, one of the following: “#Advertising/#Advertising” or “#ad” along with “#brand”
- Ensure that these wordings are visible and readable in all sponsorship formats, including posts and stories, to ensure clarity and transparency.
Speaking of sponsorship, you might be interested in our article, “Advertising on social media: how to do an advertising business”
Branded content strategies: the approach of Isola
Relying on a communications agency like Isola for your branded content strategy means choosing an experienced partner who can create authentic, engaging content designed to maximize your brand’s impact.
With our in-depth knowledge of the digital ecosystem, we work hand-in-hand with creators to produce content that reflects your values and speaks directly to your audience, ensuring concrete and lasting results.
By choosing Isola you will have:
- A team of professionals with a solid understanding of the market and content marketing techniques to achieve concrete results.
- Customized collaboration: we work side by side with influencers and creators to create authentic content in line with brand values.
- Content optimization: producing high-quality content that resonates with audiences and maximizes engagement.
- Multichannel strategy: integration of branded content across different platforms to amplify visibility and reach target audiences in a targeted way.
- Transparency and legality: we ensure compliance with regulations regarding advertising policies, ensuring that any branded content is clearly identifiable as sponsored.
Transform your social strategy with Isola
