Fotoulla Damaskos, SVP, Brand Strategy and Innovation at the National Research Group (NRG) knows that the research can be a powerful tool to steer marketers as they look to understand consumers and speak to their needs.
With consumer sentiment and behavioral patterns significantly altered due to COVID-19, we asked Fotoulla how advertisers should be thinking about branded content in their marketing mix. Her responses marry the latest research findings with real world know-how:
What mediums should brands be most focused right now when it comes to content? Is it the social content that we're mostly used to, or is there an opportunity for brands to be creating more long-form, premium content?
With more time at home, consumers are interacting with more content mediums than ever. Each plays a unique and valuable role.
Socially distant living leaves people craving person-to-person interaction. And with the realities of how we are interacting today, COVID-19 has given us the opportunity to peek behind the curtain of real life. Social content can provide that more interpersonal connection and create more meaningful communication. Social provides an opportunity for brands to have more authentic and real moments with their audience.
Long-form premium has its place, too. Our research shows that consumers have a variety of important need states as they cope with the realities of today. They fluctuate between the need for productivity, safety, and escape. Long-form premium content can be a valuable in providing a more immersive experience for that moment of escape, as a guide to learning something new or for a message of hope and inspiration.
With consumers focused so much on self-care and wellness during this pandemic, are there content opportunities that health and fitness brands should be capitalizing on? Are there opportunities for brands which aren't in the space to successfully angle into the subject matter? What should brands be doing that they're not already?
Personal wellness has been an outlet during this pandemic. So many have turned to self-care and wellness to cope. Our research has shown that wellness is a top area that people are exploring for the first time as they deal with the pandemic, so there are many beginners out there who can use guidance, support, encouragement, and advice. Wellness content opportunities are abundant; however, brands need to have a targeted approach based on their audience. Who are they speaking to, what voice is most appropriate, are they seeking a physical or emotional payoff? For instance, in our research, Gen Z is most likely to be adopting new wellness behaviors during the pandemic compared to older generations. The voice and content they need is unique. It’s important for brands to understand that and create a content strategy that considers their goals, pain points, and motivations driving their wellness behaviors. It’s a new habit that they are enjoying and planning to continue, indicating a long-term opportunity for brands that get it right.
How much does practical branded content - like recipes or hacks - impact buyer behavior and brand favorability versus aspirational branded content? Does it differ for different brands and different categories?
Brands should be true to what they stand for and offer content to their audience that is authentic to their mission. They should take what they do best, whether it’s practical or aspirational, and provide what is relevant to key moments in consumers lives right now.
With limited in-person interaction, branded content is a fantastic way to support consumers. Our research shows that people are taking time to learn new things, expand their skillsets, pick up new habits, and finds ways to be productive. With more time at home and so much uncertainty, consumers are seeking opportunities to advance their lives in ways they can control.
We see so many brands creating amazing content. Some of the best examples are those that blend the practical with the aspirational. What better way to connect than to provide practical guidance while simultaneously helping consumers step-up their game?
It’s the perfect time for brands to get creative about how they can support consumers with content. Genuine, helpful and valuable content will make an impact.
Are there any pitfalls brands should avoid when creating content right now -- as certain areas start coming out of lockdown?
The most important consideration is to be in the conversation. Brands should not be waiting on the sidelines waiting for the return to “normal.” People will align with products and brands that are addressing their needs as the situation evolves. Meet them where they are now.
With consumer sentiment and behavioral patterns significantly altered due to COVID-19, we asked Fotoulla how advertisers should be thinking about branded content in their marketing mix. Her responses marry the latest research findings with real world know-how:
What mediums should brands be most focused right now when it comes to content? Is it the social content that we're mostly used to, or is there an opportunity for brands to be creating more long-form, premium content?
With more time at home, consumers are interacting with more content mediums than ever. Each plays a unique and valuable role.
Socially distant living leaves people craving person-to-person interaction. And with the realities of how we are interacting today, COVID-19 has given us the opportunity to peek behind the curtain of real life. Social content can provide that more interpersonal connection and create more meaningful communication. Social provides an opportunity for brands to have more authentic and real moments with their audience.
Long-form premium has its place, too. Our research shows that consumers have a variety of important need states as they cope with the realities of today. They fluctuate between the need for productivity, safety, and escape. Long-form premium content can be a valuable in providing a more immersive experience for that moment of escape, as a guide to learning something new or for a message of hope and inspiration.
With consumers focused so much on self-care and wellness during this pandemic, are there content opportunities that health and fitness brands should be capitalizing on? Are there opportunities for brands which aren't in the space to successfully angle into the subject matter? What should brands be doing that they're not already?
Personal wellness has been an outlet during this pandemic. So many have turned to self-care and wellness to cope. Our research has shown that wellness is a top area that people are exploring for the first time as they deal with the pandemic, so there are many beginners out there who can use guidance, support, encouragement, and advice. Wellness content opportunities are abundant; however, brands need to have a targeted approach based on their audience. Who are they speaking to, what voice is most appropriate, are they seeking a physical or emotional payoff? For instance, in our research, Gen Z is most likely to be adopting new wellness behaviors during the pandemic compared to older generations. The voice and content they need is unique. It’s important for brands to understand that and create a content strategy that considers their goals, pain points, and motivations driving their wellness behaviors. It’s a new habit that they are enjoying and planning to continue, indicating a long-term opportunity for brands that get it right.
How much does practical branded content - like recipes or hacks - impact buyer behavior and brand favorability versus aspirational branded content? Does it differ for different brands and different categories?
Brands should be true to what they stand for and offer content to their audience that is authentic to their mission. They should take what they do best, whether it’s practical or aspirational, and provide what is relevant to key moments in consumers lives right now.
With limited in-person interaction, branded content is a fantastic way to support consumers. Our research shows that people are taking time to learn new things, expand their skillsets, pick up new habits, and finds ways to be productive. With more time at home and so much uncertainty, consumers are seeking opportunities to advance their lives in ways they can control.
We see so many brands creating amazing content. Some of the best examples are those that blend the practical with the aspirational. What better way to connect than to provide practical guidance while simultaneously helping consumers step-up their game?
It’s the perfect time for brands to get creative about how they can support consumers with content. Genuine, helpful and valuable content will make an impact.
Are there any pitfalls brands should avoid when creating content right now -- as certain areas start coming out of lockdown?
The most important consideration is to be in the conversation. Brands should not be waiting on the sidelines waiting for the return to “normal.” People will align with products and brands that are addressing their needs as the situation evolves. Meet them where they are now.
