Branded Content: Definition, Examples & Best Practices
Branded content is content created or co-created by a brand and a creator to entertain, inform, or engage audiences while showcasing the brand’s values and products.
What Is Branded Content?
Branded content is any piece of media—like videos, blog posts, social posts or podcasts—created by or with a brand to tell a story, educate, or entertain an audience, while subtly highlighting the brand itself. Unlike straight-up ads, branded content focuses on value first and product promotion second.
Why Branded Content Matters
1. Builds trust: Audiences are tired of hard sells. By weaving your brand into genuinely useful or entertaining content, you earn attention and credibility.
2. Drives engagement: Content that feels native and valuable gets liked, shared, and commented on more than traditional ads.
3. Supports long-term growth: Consistent, quality branded content helps shape how people think and feel about your brand over time.
Examples in Influencer Marketing and Social Media
- Influencer recipe video: A cookware brand partners with a food creator to produce a cooking tutorial using the brand’s pots and pans. Viewers learn new recipes and see the cookware in action—without a sales pitch.
- Instagram Stories takeover: A fashion label invites an influencer to share a day-in-the-life, styling pieces from the latest collection. The influencer’s honest commentary and real-life context make the brand feel authentic.
- Branded podcast segment: A wellness brand sponsors a health podcast, gets a host to discuss stress-relief tips, and mentions the sponsor’s products as part of the conversation.
Common Misconceptions and Variations
- It’s not a traditional ad: Branded content prioritizes storytelling over hard selling.
- It’s not always produced in-house: Brands often collaborate with influencers or agencies for creative ideas and production.
- Sponsored vs. branded: Sponsored content is paid placement, while branded content is about crafting a narrative or experience that embodies the brand’s identity.
How to Create Effective Branded Content
1. Know your audience: What problems do they have? What entertains or educates them?
2. Choose the right creator or channel: Match tone and style—if your customers love in-depth tutorials, partner with a how-to video creator.
3. Focus on value: Before mentioning your product, ensure the content teaches, entertains, or inspires.
4. Keep it authentic: Genuine storytelling builds trust. Avoid over-promoting or gimmicky tie-ins.
5. Measure and iterate: Track engagement metrics (views, shares, time watched) and adjust your approach based on what works.
Practical Tips for DTC Brands and Creators
- Start small: Test a single branded video or blog post before scaling up.
- Leverage user-generated content: Encourage customers to share how they use your product, then weave the best examples into your branded campaigns.
- Repurpose across channels: Turn a long-form video into short clips for Stories, GIFs for Twitter, and quotes for blog headers.
- Disclose partnerships: Maintain transparency by tagging sponsored posts or adding a brief disclaimer.
Branded content bridges the gap between marketing and storytelling. Done right, it deepens audience relationships and turns passive viewers into active brand advocates.
