7 Persuasive Strategies in Branded Entertainment to Make People Buy
To be more effective, brands are using different forms of persuasive communication, including the so-called “branded content and entertainment strategy,” which bypasses the different reactions a consumer may have when confronted with the request to interact with a brand’s content. Here are some principles from some of the most talked about examples of this new form of communication:
1 . It’s a long term strategy
Branded entertainment is a strategy for building brand identity, so it is usually pursued in the medium to long term.
2. One clear goal: sell
The strategy is always in line with the needs of the company.
3. It turns audiences into consumers
Branded entertainment is a marketing tool for building the relationship between consumer and brand. Its active function is to strengthen or change consumer behavior.
The goal is to get consumers to willingly accept the presence of the brand in new spaces (TV programs, newspaper article, etc.), even if the role the brand plays in the content is not that clear (producer, creator, or sponsor?).
The brand defines the traits of its identity that will set the kind of relationship with the “hero” (in this case, the consumer) within the narrative. For this to work, the brand acquires a narrative function. Whether the content is to inform or entertain, the brand “helper” tries to interest and empower the “hero” viewer/consumer.
As it’s a campaign, the brand analyzes the effectiveness of branded entertainment by standard key performance indicators, such as brand trust, familiarity, consideration, and loyalty.
Branded entertainment can be done internally (by in-house content units) and/or be driven by professionals (agencies or free-lancers, for example) who can create a content-driven strategy.
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