If you want to make your brand stand out, knowing the main types of branded content is key. Branded content goes beyond simple advertisements by focusing on stories, entertainment, and valuable information. These formats let brands create meaningful connections with audiences, build trust, and boost loyalty by offering something truly engaging. In this article, you’ll discover the different types of branded content, see real-world examples, and learn how brands use these strategies to reach their goals.
Let’s start by answering the main question: What are the types of branded content? Branded content covers a range of formats, all designed to entertain, educate, or inspire—without directly selling. You’ll find examples in live events, web series, podcasts, social media campaigns, interactive experiences, and even media platforms built around a community. The best branded content draws on storytelling to make lasting impressions, aligning with both brand values and customer interests.
What are the main types of branded content?
Brands use several creative approaches to tell their story and connect with people. Here are some of the most common and effective types of branded content:
- Branded Video Content – Short films, documentaries, or web series produced by brands to entertain or inform.
- Branded Events – Live experiences, concerts, workshops, or pop-ups that immerse audiences in a brand’s world.
- Influencer and Celebrity Collaborations – Content co-created with well-known personalities to boost credibility and reach.
- Branded Podcasts – Audio series that explore topics related to a brand’s mission, often in an educational or entertaining format.
- Interactive and Experiential Content – Games, quizzes, or virtual reality experiences involving active user participation.
- Branded Social Media Campaigns – Shareable content built for social platforms, like challenges, memes, or user-generated content.
- Branded Content Hubs and Platforms – Dedicated websites or online magazines offering articles, videos, and resources under a brand’s umbrella.
Each type taps into different audience preferences, giving brands flexibility to tell stories in unique and memorable ways.
How do companies use different branded content formats in practice?
To make this clearer, let’s explore some real-life examples of branded content at work. These successful campaigns show how brands use various formats to entertain, educate, and build stronger relationships with their audience.
1. Branded Video Content
Video content is one of the most popular types of branded content. For example, Lenovo’s “Late Night I.T.” is a comedic web series that dives into technology news and lifestyle, hosted by professionals in the industry. The series engages viewers through humor and relatable stories, building a community of tech fans around the Lenovo brand.
Another standout example is Dove’s “Real Beauty Sketches”—a moving short film that highlights women’s self-perceptions. This campaign sparked conversation and emotion, going beyond simple product promotion to support a larger social message.
2. Branded Events
Live experiences make brands memorable by appealing to the senses and creating joyful moments. Honda’s “Battle of the Bands” blends live music performances with digital content, bringing together communities and music lovers. Through this multimedia campaign, Honda connects deeply with its audience, both in-person and online.
3. Influencer Collaborations and Celebrity Partnerships
Brands often work with influencers or celebrities to tell stories in authentic voices. Knorr’s “Yummy Ks” joined with local personalities and food fans to deliver special dishes to customers’ doors. This approach added excitement and drove word-of-mouth, blending online and offline experiences for maximum impact.
4. Branded Podcasts
Audio content lets brands dive deeper into stories and ideas. For example, “The Sauce” by McDonald’s explored the story of the Szechuan sauce phenomenon, connecting brand history with pop culture. Podcasts like this build community by offering something both entertaining and informative.
5. Experiential and Interactive Content
When users become part of the story, the effect is powerful. Nike’s interactive running apps allow athletes to track progress, join challenges, and celebrate achievements together. This kind of engagement creates lasting bonds with users, making them feel part of something bigger.
6. Branded Content Platforms
Some brands create entire platforms centered on topics they care about. Salesforce’s “Salesblazer” is an online hub built for sales professionals, offering articles, videos, and a community. This approach positions Salesforce as a trusted resource, not just a software provider.
You can find more inspiring branded content examples that showcase creativity and effectiveness, each tailored to a unique audience or purpose.
Why is storytelling important in branded content?
At the heart of all these types of branded content lies strong storytelling. Instead of focusing on product features, brands use stories to share values, evoke emotion, and build trust. This approach makes branded content more enjoyable and memorable.
Storytelling grabs attention and keeps people interested, whether it’s through a heartfelt video, a funny podcast episode, or an engaging event. For brands, this means more meaningful connections and positive associations—translating to loyalty and even increased sales.
- Storytelling appeals to emotions, making messages stick.
- It helps brands stand out from competitors by being relatable.
- Stories turn ordinary information into memorable experiences.
- People are more likely to share and talk about content that feels personal.
What are the benefits of using different branded content types?
Choosing the right type of branded content can give your business several advantages. Here are some key benefits:
- Increased Engagement: Creative formats, such as interactive apps or videos, keep audiences interested and active.
- Brand Affinity: When people connect with your stories, trust and loyalty grow naturally.
- Expanded Reach: Collaborations, events, and shareable campaigns help brands get discovered by new audiences.
- Deepened Customer Relationships: Educational podcasts or community platforms build ongoing relationships, making people more likely to choose your brand again.
- Better ROI: Memorable content produces lasting impressions, often outperforming traditional advertising in terms of brand recall and impact.
How to choose the right type of branded content for your brand?
Selecting the most effective content format depends on your goals, audience, and resources. Here are some steps to guide your choice:
- Define your main goal (awareness, engagement, education, etc.).
- Understand your target audience’s preferences and habits.
- Assess your brand’s unique strengths and story.
- Pick a content format that fits your message and budget.
- Plan your distribution—where will people discover and share your content?
- Measure results, listen to feedback, and improve over time.
For instance, if your audience loves podcasts and spends time commuting, an audio series may be ideal. If they engage more on social media, interactive campaigns or influencer partnerships could work best.
FAQ: Types of Branded Content
What makes branded content different from traditional advertising?
Branded content focuses on entertainment or education rather than direct selling. While traditional ads aim for immediate sales, branded content builds long-term connections by sharing stories, insights, or experiences that matter to the audience.
Are influencers always part of branded content?
No. While influencer partnerships are a popular type of branded content, many formats exist—including events, videos, podcasts, and interactive experiences—where influencers may not be involved.
How do you measure the success of a branded content campaign?
Success can be measured by factors like engagement rates, social shares, time spent on content, positive feedback, and brand lift. Depending on your goals, you might also track new leads, community growth, or sales influenced by the campaign.
Can small businesses use branded content?
Yes! Branded content is not just for big brands. Small businesses can create unique stories, collaborate with local personalities, host events, or launch engaging social media campaigns to connect with their communities and grow their presence.
