Brands as Content Creators

As the world grows more commercial, many brands are being forced to adapt in an effort to break through the clutter. For a couple years, social media was the easy solution for any brand seeking to engage an audience.

Need to generate some excitement around a new product launch? Just host a live Facebook chat.

Trying to develop a more personal relationship with consumers? Just host a Twitter Q&A.

Now, with little resistance, social media has become more commercial, than social.

As a result, brands are being forced to develop more creative tactics. While this is a challenge for many companies, it has also proven to be an enormous opportunity for certain brands to distinguish themselves from competitors in the industry. In other words, it is a chance for companies not only to build a more loyal audience, but also to tell consumers how they are unique.

In order to separate from the competition, many brands have turned to content creation. They have become publishers of unique content, some of which does not directly relate to the product being sold. However, as publishers of their own content, they are building a following -- consumers that may feel partisan towards that company's product, irregardless perhaps of its quality or price. Similar to my authoring this blog, they are seeking engagement with their consumers through their shared content. For many brands, this has been done via premium videos which provide viewers with an inside look into the company's lifeblood, interests, or product offerings.

Studies have shown that over 65% of marketers feel that branded content publishers have a better chance of reaching sales goals than do brands that focus primarily on social media.

To be clear, this has definitely been a boon or bust, depending on the makeup of the company. For brands such as Red Bull, the opportunity to push the envelope via customized content has come to define the brand. For goods less skilled at content creation, including those which are less clear on their company culture, this has set them back. Whereas these brands have some hope admist the marketing clutter of television commercials or branded signage, they have little chance to compete with the more innately creative and strategic companies on the market.

The effects of commercial clutter have extended to live events as well, where branded signage has become far less valuable than an engaging on-site activation. Whereas consumers are becoming ignorant to OOH campaigns and on-site advertisements, they are more receptive than ever to experiential marketing tactics. While these executions require more time, money, and man-power, the return on the investment is significantly larger, most especially when fans can return home with some connection to the product. For example, any activation that includes a call-to-action for fans to check back on their tablets or mobile devices guarantees the brand more engagement time with the consumer.

While publishing content has proven enormously successful for many brands, the development of customized material does not guarantee that consumers will buy-in. As is the case with any successful blog or media site, the content must be interesting and original. There must also be enough of it to engage the viewers. If not, they will dissociate with the brand. Finally, the content must be interactive and appealing. It cannot simply be words or video, but must rather call on the public for their participation or opinions. YouTube's comment and subscription format have made it very popular amongst brands, musicians, and athletes looking to engage with their fans.

Irregardless of any great successes, however, brands must not let up on the gas. If they press the brakes for even a bit, they risk being abandoned amidst the commercial clutter.