Branded content is a form of advertising medium. It blurs the distinction between advertising and editorial content. It fuses these two into one product, and is offered as editorial content. The production of this content is funded by a particular brand. This has emerged as a category for advertising awards. It is different from branded entertainment and content marketing. Branded Content Marketing Association ( BCMA ) commissioned the following definition of branded content — Any content that can be associated with a brand in the eye of the beholder.

Traditional advertising focused on product. It tries to establish a connect between a product and the audience. Branded content is exactly the opposite of this. It starts with people and spins the people related stories. The attempt is to touch the heart and mind of people. At the end, it is seen how the whole thing can be linked to the company’s product. The connect with the audience is through the stories developed. There cannot be a clear definition of the branded content. Its beauty lies in this. One thing is sure, anything that is worth consumer’s time is branded content.

These days the word content is used more extensively than the word advertising. It has become a sexy buzzword and much that is and was advertising tends to be content now. The term has been coined since 2001. Branded Content Marketing Association was set up in 2003. Branded content is native advertising for all different platforms where people share content.

Just a story line does not make branded content. Just association of product to the story line is sponsorship. True branded content focuses on one brand. There is branded content for multiple platforms which feature multiple brands. Producers at times do not involve brands in developing content. Ad agencies are interested in longer formats. Branded content to begin with is content, which is likable, creative and meets the brands objectives, and is good enough to command prime time slot.

Branded content is becoming one of the fastest growing forms of marketing. Branded content is effective when it is seamlessly integrated with the editorial content without being intrusive. Its RoI is led by the number of views. Time is spent with the client to understand the target consumer base, business challenges and the main message to be conveyed. The team then comes up with the content ideas which are relatable to the target audience where the messaging can be seamlessly integrated. There is power tussle between the editorial and commercial teams. Branded content needs to be message-first while TVCs are always brand-first.

It is necessary to avoid me-too strategy. The dynamics of engaging with consumers are changing rapidly. There are flourishing communities around any topic on social media, e.g. home gardening, Chinese food, green tea lover, budget traveller etc. We have to understand these communities to permeate them. The content served must be in tune with their beliefs. It should be culturally relevant to resonate with them.

Many brands are investing in branded entertainment. They create internal content studios to build content. They create IPs and monetise the distribution rights.

What started as the linear monologue-type in-your-face communication as branded content is evolving into a subtle two-way communication alive to the importance of consumer’s time and space. TVCs used to be noisy. Print ads used to be superlative. The formats these days are easy, engaging, immersive and hang on compelling colloquial hooks. Brand communication is transforming itself from its traditional avtar to a new age languid and charming story-telling.

Brands do tell the stories just like humans. This story must inspire, entertain and engage. Branded content enters the space here. Branded content is steeped in some strong beliefs. It is rooted to a cause.

Branded content is format agnostic. It could be anything — a short story, music video, web series, print execution, a serial documentary. What is needed is a powerful idea and the execution expertise of storytelling that touches a raw nerve somewhere.

It is estimated the branded content accounts for 8-10 percent of media budgets.

The salient features are :

a.     a powerful idea

b.     skilful execution

c.     truthful and authentic

d.     fluid narrative

e.     actual stories built on empathy and credibility

f.     fun and games could be added.

g.     the longer the campaign, the bigger the challenge.

h.     good for recall and image.