THE POWER OF BRAND CONTENT OVERARCHING THEMES

“I like (brand content) because it is not just a straight standard sell of their products and you get to feel an affinity with the brand.”

MICHELLE, 56

“I strongly believe that once you actually go through the content ... and understand what exactly it offers, it becomes easy to make decisions around buying the product.”

PARAG, 42

The research finds that brand content operates in deeper ways than traditional media in terms of its impact – to inform, educate, inspire and entertain – and that it can also play a pivotal role in the consumer journey if a brand commits to producing consistently delivered and high quality content.

Three major themes were uncovered:

1. BRAND CONTENT PLAYS A PIVOTAL ROLE IN DISCOVERY

Today’s customers have heightened demands on their time and attention, and have evolving expectations of their relationships with brands. Brand content is seen to exist within the consumer’s world, rather than acting as a disrupter to their world. Brand content works because consumers are increasingly deliberately discovering brands, products and offers that meet their needs on their own terms.

2. BRAND CONTENT LEADS TO AN EMOTIONAL ROI FROM THE CONSUMER

Brand content empowers the consumer by delivering a sense of belonging, esteem and achievement. Brand content, when done well, is seen to enrich the life of the consumer with powerful returns on brand preference.

3. BRAND CONTENT CREATES A SHORTCUT TO PURCHASE

Brand content acts as both an easy consumer shortcut to action (minimising the evaluation phase for today’s time poor consumer) and as a shortcut for the brand to reach the consumer through the constant connection of the content cycle.

KEY STATISTICS

• 75% of consumers engage with brand content at least weekly. This rises to 90% for 18-24 year olds.

• 73% expect the brands they like to provide them with relevant content.

• 70% agree that brand content helps them discover new brands and products.

• 73% agree ‘I feel more positively towards a brand that provides valuable content to me’.

• 50% of consumers believe staying connected to brands via communication channels makes me feel like I am part of a community.

• 1 in 5 believe a brand adds value to their everyday life after engaging with brand content.

• 70% are proud to support a brand that aligns with their values and beliefs.

• 71% feel a sense of accomplishment when a brand provides them the best deals, offers and added value.

• 2 in 3 agree brand content makes it easier to decide what brands/products to buy.

• 84% of consumers took some form of action (buy, share, follow, save) after engaging with a recent piece of brand content – the most common action (34%) was ‘purchasing a product’.

• 48% feel proud to share a great piece of content that comes from a brand they like.

• 60% of consumers look for ward to receiving content from brands they like.

• 34% believe brands are truly meeting their content needs.