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Content is king in today’s marketing landscape, as brands increasingly replace traditional advertising with innovative cross-channel media strategies that drive engagement in new ways. Connected online social platforms are moving from places of participation in conversations to full-fledged content marketing channels, while the addition of new commerce tools and capabilities transforms the content hosted by these popular platforms into valuable showcases for easy sales. At the same time, the rise of influencers and creators with large and highly engaged audiences is changing the ways and methods that brands and retailers can use their marketing efforts to engage their customers, inspire loyalty and to stimulate purchases.

In this new and evolving marketing landscape, “As Seen on TikTok” or other comparable online platforms has evolved into the new “As Seen on TV”. And these platforms can be an even more powerful engine of commerce than traditional television or content-based media has ever been. Brands are taking notice, transforming what were once simple opportunities to explore into new moments to buy. By facilitating the occasional interactions, brands and retailers are able to tap a wide range of ecosystem touchpoints into important buying engines and streamline the path from inspiration, to consideration, to the box. As content itself becomes a form and engine of commerce, producing marketing campaigns and materials that don’t look like advertising and increasingly break the fourth wall allows brands to connect more. thoughtful and meaningful with consumers while improving and accelerating their sales funnel.

It’s an exciting time for retailers and brands to explore the vast content landscape and start experimenting with different buying and selling formats. For now at least, this is where a growing majority of consumers, especially younger ones, are devoting their time and attention and increasingly their money.

In the following report, the PSFK team examines five key trends in content marketing, bringing them to life for our members with a number of recent examples from the market.

Featured Trends

Competition programming

Leveraging the idea of ​​community ownership, marketers leverage brand influencers and fan bases to drive engagement, develop products, and even unearth new brand ambassadors through competitive reward and streak based activations. Hosted on social media channels and streaming platforms, these reality TV shows encourage fans to watch, vote and access special perks while their peers and favorite artists or influencers complete tasks and participate in various social activities. Mark.

Fourth Wall Ads

The next evolution of digital advertising is strengthening the link between content and commerce, giving consumers greater control over their ad viewing experience and blurring the line between programming and commercial breaks. Rather than disrupting the viewing experience of a show or game, media platforms embed ads directly into the show, create content featuring favorite characters, and even lay passive ads on top of live games. , streaming experiences and gaming platforms.

Content reserved for members

To complement and expand their product offerings, retailers are partnering with creators, experts, and lifestyle companies to develop content libraries, membership programs, and additional services for fan enjoyment. By creating accessible channels and platforms for consumers to participate in shared activities, enjoy brand-centric content and interact with retailers, brand ambassadors, fellow fans and their communities , these digital offerings add a greater point of connection to the brand community as a whole, while providing added value to consumers.