Nowadays, advertising in its traditional sense can no longer hook people, they practically don’t notice it. How to engage users? With branded content.
The concept of "branded content" (BC) combines both useful and entertaining information. It is, in fact, advertising, but stylized in the author's manner and decorated with a brand.
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For example: there is a brand "X" that benin email list produces sports shoes. And this company has agreed to place its advertising with a blogger promoting the topic of fitness. The simplest and least expensive thing you can do is to place an advertising banner in the blog feed. What will it give? Nothing, and not to either side. The banner looks like unnecessary garbage in the blog profile, subscribers will look at it as nothing other than an advertisement - the notorious banner blindness will immediately turn on, and they will simply scroll through it without paying any attention.
To brand a page on Instagram*, the content should be branded.
Here's how it might look: a fitness blogger on his page tells and shows how to do various exercises correctly. Why not do it in sneakers of brand "X", telling along the way how high-quality, comfortable, light, breathable they are, etc.? Subscribers will watch a familiar workout video with an unnoticeable sneaker ad in it. At the same time, there will certainly not be a violent negative reaction, as in the case of a banner.
Here's what branded content includes:
entertainment part;
useful part;
some brand.
In this example, the brand is the sneakers themselves, the utility is in demonstrating the exercises, and the fun is in allowing anyone to participate in the workout.
Choose the format for branding your Instagram page* at your discretion. It can be text and video materials, stories, content in the form of a game, TV series, cartoon, etc. The task is always the same - to attract an audience (with the help of entertainment and useful information) and get attention to your brand in return (that is, people will remember its symbol and listen to everything you tell about it).
Most of the BC is published on social network pages. That is why Instagram* created a special tool with which such content could be managed.
In general, the first platform where BC appeared was Facebook (2018), and only a little later this feature moved to Instagram*. However, the tool did not take root on Facebook, neither in Russia nor abroad. But on Instagram* it unfolded in all its glory.