Table of Contents
- What is Branded Content?
- Why Branded Content?
- 6 Examples of Branded Content
- L’Oréal Paris
- Blender’s Pride
- Amazon Fashion
- Carat Lane
- Digit Insurance
- Key Takeaways
One of the most critical aspects of an effective marketing strategy is branding. Gone are the days when a business could limit its marketing strategy to splashing the cash on a few generic ads and expect results.
Social media and connectivity have entirely changed the marketing landscape. People are no longer willing to engage with an ad or a piece of content just because it’s there. Living in a fast-paced world, consumers have a limited attention span. Accessing these attention spans is by no means an easy task, which is why it’s best to have a well-planned branding and marketing strategy.
Instagram is one of the best platforms out there to help you gain access to consumers’ attention spans, both current and prospective. There are numerous avenues to market your brand and its products and services effectively through features such as reels, stories, and lives.
There’s always the option of making content and putting it out yourself, and that very well might be the only option for many young brands and businesses out there. However, there is another option, which is branded marketing. All the big brands and many smaller ones are all over the branded content space.
This blog will deep dive into understanding branded content with stellar examples of branded content on Instagram.
What is Branded Content on Instagram?
Branded content is essentially an advertisement. However, brands handpick creators to help effectively showcase their products and services, and the creators, in turn, get paid for it.
Instagram is a wonderful platform to exercise this option because there is so much creativity on the platform. Creators don’t necessarily have to be major influencers with millions of subscribers to land these branded content gigs.
You just have to creatively and attractively convey the message intended by the brand.
A branded piece of content is created or published by a creator or publisher that includes or has been influenced by a commercial partner (for example, when the business partner has paid the creator or publisher).
Here’s an example of branded content that Virat Kohli published in partnership with Vivo India:
The tag that says ‘paid partnership with vivo_india’ indicates that this is a branded content piece.
Why Branded Content?
Branded content comes with many opportunities and benefits for both creators and brands. Here are the benefits of branded content ads –
- Creators have complete control over their work. For a post to be used in an ad, the creator must use the branded content tag in their organic content. This gives creators control.
- Organic and paid insights are under control. A creator’s branded content piece that is made into an ad will increase engagement due to the ad. And these insights are accessible to both parties.
- Brands get expanded reach. Branded content gives increased visibility and engagement to the businesses, as the audience loves to interact with organic content published by creators.
- Creators can monetize their work. Branded content provides a great opportunity for creators to monetize their content.
- Transparency for the audience. Branded content tags allow creators and brands to be authentic and transparent with the audience.
Six Examples of Branded Content on Instagram
Now that we understand branded content and its great benefits, let’s dive into some examples of branded content:
1. L’Oréal Paris
L’Oréal Paris is a well-known brand for producing highly successful sponsored content. The brand has maintained a distinctive voice centered on women’s self-worth over the years. Their brand voice is constant throughout all of their branded content and commercials.
L’Oréal Paris works with new-age influencers such as Kritika Khurana and Juhi Godabme to create an excellent organic material that engages the audience.
2. Blender’s Pride
Blender’s Pride, an Indian whiskey brand, with Alia Bhatt as their latest brand ambassador, has a refreshing tone of voice that is vibrant, aspirational, and contemporary. It celebrates the pride of being your authentic self. Its content encourages the audience to let their pride be the catalyst in making authentic choices that take them further in life.
It recently launched the #MadeWithPride battle, where it roped in various creators to create engaging branded content.
This is an example of a #MadeWithPride reel created by Karron Dhinggra in partnership with Blender’s Pride.
3. Amazon Fashion
Amazon, the e-commerce giant, is at its A-game to create edgy content and campaigns that drive audience interest. When it comes to branded content, the company collaborates with big and local influencers to target a wide range of audiences.
#HarPalFashionable is their long-running campaign to establish Amazon as an enabler of fashion and beauty. The customers can find relevant products for moments that matter to them.
This is a wonderful example of their collaboration with a famous fashion influencer Komal Pandey, for branded content on Instagram as a part of the #HarPalFashionable campaign.
4. Carat Lane
Carat Lane, one of India’s biggest online jewelry retailers, has very beautifully articulated love stories and the art of gifting into its brand personality. Through campaigns such as #GiftACaratLane and #MyCaratLaneStory, it has successfully used content to engage its audience.
Here is an example of an eye-catching and heart-warming piece of branded content that CaratLane partnered with Juhi Dogambe and her husband.
5. Digit Insurance
An insurance tech startup in India, Digit Insurance is super edgy and youth-centric in its marketing efforts. With ambassadors such as Virat Kohli, Digit Insurance is a leap ahead in creating quirky content that engages its target audience.
The startup has its own unique #DigitDance that it uses as a branded content piece in partnership with brand ambassadors and influencers such as Virat Kohli.
Super quirky and engaging, isn’t it?
Nykaa, a beauty, wellness, and fashion company, is another excellent example of using branded content and campaigns to create a buzz. The brand’s voice reflects a modern, playful vibrance still rooted in Indian culture.
Through its well-stitched campaigns such as #WhatMakesYouBeatiful, #MyNykaa, and #AllThatYouLove, it has created the image of a Nykaa Woman that is fun, fearless, and feminine. She dreams big, has flaws, keeps a crazy schedule, and manages to look fabulous through it all.
With partnerships through big and local influencers, Nykaa creates super engaging branded content that gels well with the audience.
These are just a few examples of companies across various industries that make excellent branded content. If you don’t already, you must use branded content to increase visibility and awareness of your brand.
- Instagram defines branded content as “anything created or published by a creator or publisher that includes or is influenced by a commercial partner in exchange for a fee (for example, where the business partner has paid the creator or publisher).”
- An Instagram tag that says “paid partnership with XYZ” indicates that it is a branded content piece.
- Branded content allows creators to monetize their content.
- It helps brands with an expanded reach.
- It offers transparency to customers because they know if a piece of content is an ad.
Companies across various industries have found ways to create entertaining and relatable branded content by combining marketing strategies.
Rather than imitating the content techniques above, you can utilize this piece to learn why these branded content examples work and what makes them so compelling. Examine these case studies to identify which aspects of their branded content initiatives you might apply to your company.
Need help with writing ad copy for this branded content? Opt for ad copywriting services from Pepper Content.
Instagram defines branded content as “anything created or published by a creator or publisher that includes or is influenced by a commercial partner in exchange for a fee (for example, where the business partner has paid the creator or publisher).”
It is simple to get branded content on Instagram. Go to your Settings, select “Business,” and click the “Branded Content” button to get started. You can turn on or off “Manually Approve Tags” from here. However, it’s a good idea to keep approval set on so you can monitor who is claiming to be an “official” Instagram brand partner.
Branded content comes with benefits for brands, creators, and the audience. For brands, it provides amplified reach and engagement. For creators, it helps monetize content. And it offers complete transparency to the audience.