Branded content is a form of advertising different from traditional forms. In the latter people stories are created around a brand and how that product helped them achieve certain positive results. In the former, brand stories are created where the brand speaks about its practices and how people can be served accordingly. A very good example of this is the campaign by Chipotle which positioned the brand as an up-keeper of sustainable agricultural practices. Dove and Volvo have also responded very well to this form of digital marketing. A study was conducted to gauge which were the top media outlets for branded content and perhaps not surprisingly Facebook is right on top followed by print editions of newspapers. Younger viewers found Facebook more credible while older ones had greater faith on newspapers. Branded content is also different from mentions as business analytics is available in far greater detail in the former than the latter.


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