Because of that idea, you increase the chances of going viral with a campaign. When it’s entertaining AND educational AND connects on an emotional level with readers or followers, the more likely it’ll reach more people. Think of things you re-share with others and what compels you to do it.
Producing strong content on a regular basis helps build your reputation as a reliable source. Be patient. Coming up with the branded content takes time. Understand your audience and plan accordingly. Over thinking or trying too hard to go viral often leads to failure.
Because the material has to be more specific and specialized for branded content, you’re more likely to attract relevant clients and customers. Those who are moved by your work will continue to emotionally invest in you. That connection will lead to financial rewards as well.
The ‘Real Beauty’ campaign by Dove a few years ago is an example of successful branded content. The ad features an artist asking women to describe themselves. As he listens to the participants, he sketches them. He then draws the same woman based on a stranger’s point of view. The women are overly critical of their looks as the strangers see things less objectively. The video became a viral success and the most watched online branded content of 2013 and the third most shared branded video.
It’s not easy coming up with a campaign like Dove’s. It takes a lot of time and thought to make the strategy work. Not only does the time and effort need to be put into the early stages of the process, but also once the ad is complete. Simply put it needs time to resonate with people.
There’s also a financial price to pay. You must invest in the right people and tools to find success and that often comes at a cost. Don’t forget about the online marketing and social media components involved once the product is produced.
Another challenge is convincing others branded content is worth the investment. When traditional methods work, colleagues and bosses may not want to stray from that ‘security blanket’ of success.