In the race to connect with the consumer, brands have found a new avenue and a new connection point, one that has become one of the favorite questions in recent times and that serves not only for millions of analyzes but also for many changes in strategy and many new points in which to connect with the consumer. Brands have started to create content because consumers expect it to add value and because they are highly receptive to the most important stories, which is information and not simply advertising. On the other hand, traditional advertising is being received less and less and is getting less and less seen. by the consumer, which makes brands much more open to new formats and much more launched to use them.

The content marketing boom has generated a boom in company  blogs, collaborations with the media and long-range reports, complete long forms in which brands function as patrons. But the truth is that consumers consume much more content than just that and brands are becoming more and more aware of it. Therefore, your branded content strategyit is more and more complex and each time they do a much deeper work, more, so to speak, serious. Some big brands have already created newsrooms within their marketing and communication departments, which are in charge of creating content all the time and, above all, that are in charge of adjusting to the needs of current news. Brands have thus become a kind of small media, increasingly marked by what a journalist would do.

Is the approach to brand content going to stop there? Is being a small online medium the limit that brands are willing to cross? The truth is that no: the question is actually much more complex and brands are increasingly willing to cover more and more points and more and more content. And as consumers become enthusiastic discoverers of new formats and new types of content, brands are also going to conquer them. It is happening with the podcast, which is creating an audience of listeners and in which brands are increasingly interested, and it is going to happen with the documentary.

Brands are incorporating the documentary into the list of content for which they are interested. Documentaries (which for years were linked by mainstream audiences to the idea of ​​an ‘after lunch animal documentary on La 2’) are becoming more and more popular and, above all, they cover more and more topics. Platforms such as Netflix, which allow on-demand access to them, have made viewers become more and more familiar with them and become more and more receptive to them. And if there is demand for these contents, are they produced more and more? and an opportunity opens up for brands in branded content .

The brand documentary

In fact, some brands have already started producing documentaries and have started releasing them to the world. MorningStar Farms, a Kellogg’s group brand, has released a documentary starring rapper Stic Ibomu who decided to go vegan. It is one of the proposals that already exist, but not the only one. MAC Cosmetics or Kleenex also already have their own documentaries.

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