Branded Content will rule, but…

11 May,2018


By A Correspondent


Consumers are increasingly interested in content that reflects their personality type and is delivered in their preferred tone and style, according to new research published by Reuters Plus – the branded content studio.


The Content Connect II report, based on a new global survey of users, reveals that 77 per cent of global consumers expect to see more personalised content in the future. It shows that branded content campaigns are more effective if they include personalised elements, with 63 per cent of consumers agreeing that personally relevant content improves how they feel about the brand associated with it, and 58 per cent see brands in a more positive light if they provide them with content that matches their interests.


The survey, conducted by Synergy Research and Consulting, highlights the importance of style and tone in branded content, finding specific content topics appeal to different personalities. It finds, for example, that the top personality type for business and finance content is ambitious, whereas arts and culture is creative, politics is outspoken and travel is spontaneous.


It also identifies the attributes consumers consider most appealing in branded content. It reveals that global consumers consider sponsored content more appealing if it is thought provoking (64 per cent), imaginative (58 per cent), humorous (55 per cent) and innovative (51 per cent).


The Content Connect II research also finds that consumers are open to new and innovative ways to engage with content, revealing a mix of appealing formats for consumers with short articles (64 per cent), in-depth analysis (60 per cent), video (55 per cent) and infographics (45 per cent) being the top choices.


In terms of formats, 71 per cent of consumers interested in branded content would prefer to see their favourite brands sponsoring websites, site sections or pages, whereas 57 per cent would prefer to see brands sponsoring articles on websites, webpages or apps.


Overall, consumers increasingly think brands can benefit from sponsoring quality content – 68 per cent agreeing, compared to 60 per cent last year – and audiences are still receptive to branded content if the subject matter interests them, with 75 per cent agreeing – equal to last year.


Said Munira Ibrahim, Reuters SVP for Sales and Content Solutions: “Whilst content marketing and branded content continue to grow, consumers are increasingly demanding more relevant and personalised content. This research shows that content marketers need to fully understand audiences’ preferences and personalities in order to maximise consumer interest and engagement. This is a priority for Reuters Plus in delivering effective solutions for our clients.”



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