The central theses:
- Brands are making more digital marketing resources available for branded content that young consumers can directly reach and influence.
- Instagram, TikTok, and other platforms are investing in helping developers monetize their online efforts.
- By funding short branding programs and inserting them into the narrative, brands can create (and bask in) a Gen Z tastier aura.
Whether it comes in the form of Documentaries, Talk Shows, or Reality programmingBranded content is becoming increasingly important in reaching Gen Z consumers on their preferred platforms. According to a current survey From the brand marketers and agencies of the research company Advertiser Perceptions, 32 percent of those surveyed said they had increased spending on branded content in the second half of 2020 and now dedicate an average of 20 percent of their digital budget to production.
Brands have turned to platforms like TikTok, Snapchat, and Instagram to reach younger consumers through content partnerships with popular developers. This was a trend that Facebook announced plans for a “branded content marketplace” on Instagram to bring influencers and sponsors together. According to Mark Zuckerberg, CEO of Facebook, the tool would help talents monetize their digital activities and develop a “middle class of creators”. Snapchat will also “jump into madness” with its ownCreator Marketplace, “The platform will make augmented reality developers available this year and will be extended to all developers in early 2022.
With these steps, Facebook and Snapchat seem to be taking over another page from the playbook of Chinese platforms like Douyin (the more comprehensive Chinese version of TikTok) and Bilibili. Last year Douyin owned Bytedance brought to life its Star Map Platform (星 图 平台), which brings merchants together with top developers (with over 100,000 fans) and gives them access to it valuable back-end data such as “insights into the follower base, content types, interaction rates, [and] a thorough analysis of the account and its prices. ”
Additionally, Douyin plans to incentivize high quality content production invest More than $ 1 billion in transportation resources to help developers double their income to RMB 80 billion (12.3 billion) in 2021. The video streaming platform Bilibili, a favorite among Chinese Generation Z, launched its own Affect the market last year and has been running a paid incentive program for popular uploaders since 2018 to attract new users and encourage them to produce appealing content.
Digital platforms worldwide understand that top developers have legitimate audiences and earn multiple revenue streams beyond traditional ads alone. Meanwhile, brands are realizing that their core customers are demanding more entertaining content beyond ads or sponsored posts – that is, longer-term (and often influencer-driven) branded content. That is maybe the Define the confluence of trends for 2021.
We have become more used to seeing more evolved branding efforts from the luxury industry, such as: GucciFest Film Festival, Balenciaga Video game Fashion show and Net-a-Porter Participation in the Netflix competition show Still in fashion. However, branded content is increasingly being used by brands to fit into a social context and to reflect the way consumers want it to be seen. Case in point: Tinder’s dating app love songs, an Australian screenplay series produced exclusively for TikTok by the Amplify agency and starring some of the country’s stars Top young TikTokers who is about to release their second season on the short video platform.
Look at the dating world through the lens of Tinder, the Series follows the romantic trials and tribulations of Mia (portrayed by Maddie Beazley) who turns to Tinder after a bad breakup, where she meets Anthony (Nathan Lust). But instead of joining in immediately, the two agree to act as each other’s tinder trainers and navigate the dating world together.
The concept of the show gives an established genre a distinct Gen Z shine through its short episodes (for vertical viewing on phones), the use of music, and the elevation of TikTok creators to lead actress / actress. love songs is the perfect round up of where things are going in the world of branded content with Gen Z in mind. And while the acting skills can be amateur and the production values are pretty low, love songs has found an audience: it’s official TikTok account has nearly 140,000 followers and the first season had a total of nearly 13 million views.
With brands rethinking their budgets to position themselves for success in a youth-led consumer future, it’s only a matter of time before more brands take advantage of this relatively inexpensive (and increasingly shoppable) type of content to bring Gen to reach and ultimately sell to Gen Z consumers worldwide. But perhaps more importantly, we’ll see how well video production lends itself to collaborations, for example with music labels desperately trying to show their latest acts in front of Gen Z audiences.
So it’s not difficult to imagine a TikTok series that features popular TikTok creators as well as musicians who are jointly funded by a brand and record label, and with ample opportunity to add background music and links to Spotify or band -Merch pages to insert. Unlike simple advertising, branded content offers more flexible and fluid marketing opportunities that can be easily adapted and localized to major global markets.