“Now more than ever is crucial to captivate our consumers”

Branded content is a content that complies with a marketing function in the form of advertising aimed to engage consumers. It could be defined as the alternative to the advertising clutter to which the user is overexposed every day. According to a recent study by IAB Spain – the Spanish Association of Advertising, Marketing, and Digital Communication- 36% of users considers this type of communication intrusive and annoying.

Likewise, the study ‘Content Scope’ shows that branded content has not this ‘interruption’ downside both for advertisers and agents. The study reflects that every 3 of each interviewees consider that consumers endure little or nothing at all that intrusion.

The new trends contemplate less intrusive formats and more communicative in terms of information and entertainment, able to captivate the target audience. In this sense, this type of content is the option that allows brands to connect with their audiences through ‘stories’ that appeal to their emotions, while adding value and generating relevant experiences.

Branded content has changed the communication paradigm and allow brand to communicate much more touching stories. Consumers now start a journey with brands and professionals must optimize the media used to maximize the synergies and be much more efficient in our goals.

Here we then speak of user loyalty, engagement, interaction, and therefore building a community around the brand, giving way to registers and brand positioning.

Brands are investing in brand content actions. 88% of advertisers did it during 2017, and 18% of the Spanish companies have already a specific team devoted to this task, and 2 of every 3 companies will increase their investment in this field by next year. It is important to bear in mind that branded content is not exclusive of big companies or multinational corporations, but on the contrary, it is relevant to small businesses, as one of its major assets is increase customer loyalty.

Branded content is a core part in the communication strategy. A strategy to be implemented in the long run, so it builds a better solid path for the brand.

Now, more than ever, it is crucial to captivate our audience. A happy, proud consumer is the best supporter and ambassador of any brand or product. Let’s welcome to the new paradigm 4.0.

Luis Gandiaga, beon. Worldwide Corporate General Director