Let's Create Better Branded Content

Alyssa Gormley | ag461517@ohio.edu

Following in the footsteps of mass media advertising, branded content is rising in popularity for social media advertising. As branded content continues to evolve, the definition of branded content - both in the context of mass media advertising and social media advertising - continues to remain blurry, and unethical. So, what is branded content? How can branded content become more ethical?

Despite the dozens of differing definitions that previously exist, Ulrike Gretzel from the University of South Carolina in Anneburg defines branded content as, “Paid content that is created and delivered outside of traditional advertising means, using formats familiar to consumers, with the intent of promoting a brand… ” Gretzel’s definition covers the majority of what branded content entails, while containing it in a broad and understandable sense. More so, branded content has a plethora of benefits, such as increased audience engagement, laying the foundation for audience and brand loyalty and the opportunity for consumers to better understand the brand as well as its core values. With so many benefits, and the advantage in partnering with a prioritized individual or brand, it is easy to understand why branded content is growing more and more in the fields of public relations as well as social media. Ulrike Gretzel from the University of South Carolina in Anneburg stated, “Over two-third (67%) of the professionals indicated that their/clients’ spending on branded content would increase over the next 12 months.” 

However, branded content has a downside by posing multiple problems for both public relations professionals and targeted audiences. Branded content is often seen as misleading to consumers, and is an unethical practice of advertising to many public relations professionals. Furthermore, branded content lacks in both credibility and transparency when considering its aim at consumers.  I believe that branded content can be ethical, credible and have clear intentions for its consumers, while abiding to professional guidelines. In fact, some companies already have a head start in creating better branded content. For example, David Weinberger from the Harvard Business Review believes in Reddits ethical practices of branded content, “... Reddit puts a border around links that a sponsor has paid for, that it puts “sponsored link” in bold, and that it includes a “what’s this?” button to explain what “sponsored link” means…” Though actions like Reddits remain small, intentions similar to Reddits can pave the way for better and more ethically branded content. 

By: Facebook

Branded content is both an ongoing process and goal within the world of public relations. In order to reach the goal of better branded content, consumers must learn to distinguish the differences between earned and branded content, while indulging in practices only they believe as ethical. More importantly, both mass media and social media advertising industries can - and should - begin to create better branded content by following Edelman’s guidelines that can be found on PRSA. Edelman’s aspects include creating current content, avoiding editing disagreeable or negative comments and clearly labeling branded content when advertising to audiences. By applying aspects like Edelman’s and providing more transperancy to consumers, mass media and social media advertising can come together in creating a clear definition of branded content that is backed up by better created branded content.