Branded content is a form of marketing where content is created that is not explicitly an advertisement for specific products or services. Instead, it is designed to build awareness of a brand by associating it with content that reflects its attitude and values.
It is marketers’ response to an increasingly crowded and saturated advertising market in which consumers no longer pay attention to traditional advertising techniques since they are so overwhelmed with information.
The aim of this type of content is to connect with consumers in new and unusual ways in order to gain their attention. This type of content may be shocking or controversial in order to generate a reaction from users that they will discuss with others. The key to successful content of this type is often notoriety and its success depends on the number of likes and mentions that it receives.