Get in front of entirely new audiences
Posted: Sat Feb 01, 2025 9:54 am
Branded content is all about embracing new and entertaining formats.
And new formats, mean new channels, mean new audiences.
Branded content format New channel New audiences
Chat show Spotify Podcast enthusiasts, commuters, casual listeners.
Zine Issuu Design enthusiasts, indie art or subculture communities.
Choose-your-own-adventure game Twitch Gamers, interactive content lovers.
Branded content also improves brand recall by 81%—meaning it will linger longer in the minds of your new audiences.
And algorithms love your branded stories. Think about it. If your content causes an emotional response, it’ll reflect in user interactions—they’ll spend more time on the page, or click through to other relevant parts of the site.
Google processes that user interaction data to rank content. More positive physicians email list interaction signals equals more traffic and new audience impressions.
5. Justify price increases
Weaving your brand into a narrative can justify a hefty price tag.
Rob Walker and Joshua Glenn carried out an anthropological study, Significant Objects, to prove the power of storytelling.
They took a bunch of thrift shop items selling for $1.25 on average, and sourced short, purpose-written stories for each object from 200+ esteemed writers—the likes of Meg Cabot, William Gibson, and Ben Greenman.
word image
After the descriptions were added, the items sold for 6,400x their original value.
Patagonia uses storytelling in a similar way, to justify its pricing.
As part of their “Worn wear” program, they’ve created a range of branded content—from a full length film to a series of short documentaries.
The videos showcase the lifestyle of Patagonia’s customers as they take part in extreme sports and other rigorous activities—all while donning their well-loved Patagonia gear.
The campaign is about encouraging customers to repair, reuse, and recycle Patagonia clothing, while simultaneously emphasizing its durability.
Through clever storytelling, Patagonia doubles down on their commitment to conscious manufacturing and the environment—and in doing so justifies their premium price point.
And new formats, mean new channels, mean new audiences.
Branded content format New channel New audiences
Chat show Spotify Podcast enthusiasts, commuters, casual listeners.
Zine Issuu Design enthusiasts, indie art or subculture communities.
Choose-your-own-adventure game Twitch Gamers, interactive content lovers.
Branded content also improves brand recall by 81%—meaning it will linger longer in the minds of your new audiences.
And algorithms love your branded stories. Think about it. If your content causes an emotional response, it’ll reflect in user interactions—they’ll spend more time on the page, or click through to other relevant parts of the site.
Google processes that user interaction data to rank content. More positive physicians email list interaction signals equals more traffic and new audience impressions.
5. Justify price increases
Weaving your brand into a narrative can justify a hefty price tag.
Rob Walker and Joshua Glenn carried out an anthropological study, Significant Objects, to prove the power of storytelling.
They took a bunch of thrift shop items selling for $1.25 on average, and sourced short, purpose-written stories for each object from 200+ esteemed writers—the likes of Meg Cabot, William Gibson, and Ben Greenman.
word image
After the descriptions were added, the items sold for 6,400x their original value.
Patagonia uses storytelling in a similar way, to justify its pricing.
As part of their “Worn wear” program, they’ve created a range of branded content—from a full length film to a series of short documentaries.
The videos showcase the lifestyle of Patagonia’s customers as they take part in extreme sports and other rigorous activities—all while donning their well-loved Patagonia gear.
The campaign is about encouraging customers to repair, reuse, and recycle Patagonia clothing, while simultaneously emphasizing its durability.
Through clever storytelling, Patagonia doubles down on their commitment to conscious manufacturing and the environment—and in doing so justifies their premium price point.