If you start to see conversations around your campaign and people are encouraged to interact… Congratulations! That means the post is stirring something within users.
In addition to social media engagement KPIs , the following metrics can also help you evaluate the success of a branded content campaign:
- Backlinks, especially if the anchor text or source page references the branded content campaign
- Brand mentions (branded searches) and campaign mentions on Google
- Direct traffic to the branded content page and/or home page
- Referral traffic to the branded content page and/or home page
- New users visiting your website vs. returning visitors
Use different channels to make yourself go viral
When dialogue and interaction start to take place, the whatsapp data content is shared across different channels and goes viral. So be on the lookout because you need to be prepared for that to happen.
And how? Well, by adapting the format you have created to the different platforms your buyer is on. Publishing on Facebook is not the same as publishing on YouTube or LinkedIn.
If you manage to make a post go viral, it is a very good poster appeared indicator that the campaign will reach a lot of people.
And if you want to go a step further and involve different channels in the same campaign, creating transmedia content is the way to go.
Best examples of branded content
The best way to understand all this is to see it with examples. So here are some based on both large and smaller companies.
Here we go.
Netflix
Netflix, as a streaming television giant , invests heavily in advertising.
If you follow them on social media, you’ll see that their current b2b sales channels content strategy is based on the use of memes that are inspired by the series and movies you find on the platform.
But what is really interesting is to analyze the advertising they do on the street ⎯ those giant posters that you have surely seen hanging around your city ⎯ and the use they make of branded content.
Look, they are masters of empathy.
After the end of the lockdown we experienced in Spain in 2020 caseno email list due to the unmentionable. The coronavirus, let’s say.
As in any branded content campaign, brand values are highlighted, and what is the value that Netflix is highlighting here? Enjoying life in the company of family and friends.