A seismic shift happened in the 2010s: Platforms took control of audiences away from publishers and brands. The result is the need to pay-to-play, which comes with a host of challenges. Brands need to find ways to efficiently expand their reach, while publishers need to create sustainable revenue streams that don’t fully rely on volatile organic traffic sources.
Enter branded content. Not a new concept by any stretch of the imagination, but one that is increasingly becoming a key pillar of revenue for a lot of publishers.
On the surface, branded content is a win-win for all sides. Publishers use their core skillset (storytelling and content distribution) to give brands reach that they can’t achieve on their own. In return, brands pay publishers for their expertise and access to their audiences.
With that being said, branded content business models are evolving and it’s important for publishers to stay on top of brand expectations in order to stay competitive. Moreover, with audience control shifting from content creators to walled gardens, paid distribution of the branded content needs to be baked into the plan from Day One.
Publishers use a variety of models to package their branded content offerings. Those can be anything from selling based on pageviews on their site to video views on Facebook. The focus does, however, tend to revolve around soft engagement metrics (views and impressions) across the publisher’s channels. There are publishers who work on lead generation and other concrete goals, but those still tend to stay within the publisher’s ecosystem, rather than working with the brand’s own site.
This is advantageous for both sides: For publishers, it helps maintain their tone of voice and trust among their audience — they don’t need to incorporate a “hard sell” into the content, which can be a turn-off for readers. For brands, there aren’t necessarily any concrete goals, and general “brand awareness” metrics can often be enough. When brands want to measure activity and business goals on their own site, they are generally hesitant to share those metrics with external partners, including publishers.
That’s not to say that sales-heavy content pieces don’t exist. Affiliate content, for example, has been on the rise over the past few years. Publishers showcase a range of products in an article and link to an online retailer, which in turn pays the publisher commission for any sales that result from the referral traffic. Most commonly, these affiliate links lead to Amazon, where publishers get a small cut of the sale. Branded content models are evolving to include this approach as well. For example, Walmart partnered with Popular Mechanics to sponsor an article that featured 15 bike camping gifts for outdoorsmen alongside links to their respective product pages on walmart.com.
Synergy Is Key to Success
When it comes to branded content, synergy is much more than a buzzword. An alignment between the brand and the publisher is absolutely critical for success. Users engage more often when a publisher’s tone of voice meshes well with a brand’s core values and audience. Here are a couple of examples of this synergy in action:
National Geographic with Brita
In this partnership with Brita, National Geographic created a beautiful content experience that educates users about the consequences of bottled water. The piece is fully aligned with National Geographic’s reverential coverage of nature. On the brand side, Brita positions its water-filter products as alternatives to bottled water. This combination creates a value powerhouse for everyone involved and engages Natgeo’s user base in an innovative way with content that is unique and engaging.
Win Schuler’s and Food Network
In this branded video, Food Network does what it does best: shares a yummy recipe with its audience. Adding Win Shuler’s cheddar into the mix feels natural, and the result is fantastic engagement numbers for the post, bringing value to the publisher, the brand, and most importantly, the user.
Common Distribution Pitfalls
As I mentioned earlier, paid distribution is usually a critical part of making branded content succeed. At Keywee, we’ve worked with hundreds of publishers over the years, helping them distribute their content on Facebook. As a result, we’ve pretty much seen it all, and the truth is that branded content done right isn’t as easy as it seems. Here are a few common pitfalls:
1) Going for the aggressive sell: Publishers don’t always create custom content. Sometimes they post a direct advertisement on their feed. This may fit within a brand’s reach demands, but it doesn’t do much for the publisher’s credibility. These posts diminish trust and are likely to grab more ire than likes or clicks.
Exchanging quality and value in return for a user’s attention is critical to keeping users around. If a publisher doesn’t want to go as far as creating custom content, a smaller-effort initiative like a sweepstakes in conjunction with the brand is a nice middle-ground solution that benefits the user.
2) Over-estimating organic reach: Most publishers commit to a set number of views when selling a content package. There’s usually no separation between paid and organic traffic. When publishers present the results to the brand at the end of an initiative, there’s only “traffic.” It’s not uncommon for a publisher to overestimate its organic reach and then, with a few weeks to go on the initiative, deploy massive paid campaigns to fill in the traffic gaps. The result is a hastily conceived campaign that can quickly become costly.
Fortunately, publishers can easily avoid this with a bit more planning. Whether running their own campaigns or buying through a vendor, it’s fairly simple to work more strategically. If they start executing a conservatively paced and well-planned paid campaign from day one of the initiative, the overall cost and performance will only benefit. The worst-case scenario is that the promised numbers are reached earlier than expected. Even in that situation, there’s a good chance that advertising dollars will be saved overall.
3) Limited reporting: The publisher-brand relationship is very similar to that between an agency and client; there is a customer who is paying for a service and requires proper attention. It’s incredibly common for a customer to want as much information as possible. If a campaign was sold based on impressions, that doesn’t mean that this is the only metric the customer will want to see.
When planning a campaign, remember that the customer will want to see deeper metrics. For example, a publisher could be promoting a video created for the brand. Even if the main metric is an impression, the publisher should keep an eye on the 3- or 10-second view numbers because the client will certainly have an eye on them. Another example is demographic breakdowns. If the publisher committed to a wide array of locations and audiences, and the content is being viewed only by a small subset, then pivoting the targeting strategy becomes critical for success and the brand’s satisfaction.
4) Publisher – brand misalignment: As I mentioned earlier, synergy between a brand and a publisher is critical for success. On the flip-side of this, misalignment can easily turn into a failure on all ends. When putting together branded content packages, the publisher should ask if the content would fit into their editorial vision if it wasn’t a part of the sold package. If the answer is no, then there’s a good chance the content won’t resonate with the user.
As long as digital content and advertising prevail, so will branded content. That being said, there are big changes afoot that will significantly impact the brand-publisher relationship.
1) 5G: There have been a lot of predictions about how 5G will affect everything from online shopping to people’s health. What branded content creators should probably keep in mind, at least in the short term, is that video streaming on smartphones will have far less friction than before. 5G is expected to be about 100 times faster than 4G, making streaming on mobile devices easier. Though earlier “pivot to video” pontifications were a bit overblown in hindsight, the strength of improved streaming options shouldn’t be overlooked. Publishers should expect brands to have more aggressive viewability demands as a result.
2) Performance content: Facebook has been encouraging brands to share select performance data with publishers and influencers. For Facebook the value is clear: Performance marketing usually leads to incremental revenue. For brands and publishers, these are choppy waters. Content plays a significant role in the buyers’ journey, but it’s still very difficult to fully attribute it to purchase decisions. A person reading an article about sneakers will not automatically go out and buy a pair. In other words, content consumption does not directly correlate to purchase intent. So far publishers have been hesitant to adopt this innovation, and brand adoption is yet to be seen. That being said, publishers will probably benefit from preparing themselves for a scenario in which brands will ask for more performance-driven metrics.
3) Shop the ‘gram: Instagram is slowly rolling out a new feature that creates a direct funnel to the brand checkout page on the platform. In other words, users will be able to click on a tagged product and immediately be directed to its checkout page. This allows for a seamless user experience and is expected to be a boon for ecommerce brands. Publishers should be on the lookout for requests of this type in the year ahead.
All in all, when it comes to branded content, the bottom line is simple: The combination of synergic content, expectation managing, and proper planning can create a value powerhouse for everyone involved. If publishers stick to these fundamentals, they can easily set themselves up for success.