Consumers prefer branded content that informs (40%) and educates (28%) rather than entertains (17%) or inspires (11%) them, according to a study from OneSpot and the Marketing Insider Group, which surveyed almost 1,600 adults who at least sometimes consume branded content.
The results demonstrate that quality is the most important characteristic of branded content for respondents, with upwards of 8 in 10 considering it at least somewhat important. Relevance and channel (“available where I need it”) are of relatively equal importance, cited by almost 8 in 10.
Interestingly, brand familiarity ranks as being of lesser importance – though it’s a more powerful force among executives consuming content. And while attractiveness of the content is relatively low in the rankings, it’s considered important by 7 in 10 consumers.
That’s worth remembering in light of recent study results suggesting that in the U.S. more than 6 in 10 consumers judge companies based on the design quality of their marketing materials. (Separate survey research has also found almost 4 in 10 respondents saying they would stop engaging with content altogether if the content were unattractive in its layout or imagery.)
Keying in on content relevance, the OneSpot and Marketing Insider Group study notes that almost half or more consumers (depending on the category in question) feel that it’s important to get content personalization right.
Many agreed that personally relevant branded content improves how they feel about the brand, makes them more interested in the brand’s products and services, increases their intent to purchase from the brand, and lifts their likelihood to recommend the brand.
SOURCE: OneSpot, 515 Congress Ave #1410, Austin, TX 78701