Branded Content | Definition & Examples

Branded content is a type of marketing that focuses on creating engaging, story-driven media that subtly promotes a brand.

Working on branded content? QuillBot’s AI Story Generator turns simple prompts into vivid stories you can use for your brand.

What is branded content?

Branded content is content that promotes a brand in a way that prioritizes engaging, story-driven media. The brand promotion is generally more subtle than in other types of marketing and advertising.

While branded content is usually discussed nowadays within the context of content marketing, it has existed for a long time. Some early examples include brands like Colgate and Hallmark producing radio and television programs.

Some types of branded content are:

• Video series or short films
• Podcasts
• Sponsored articles (native advertising)
• Social media campaigns
• Influencer collaborations
• Interactive experiences (e.g., quizzes and games)
• Branded magazines or newsletters

Branded content differs from other content types, like content marketing or paid advertising.

These content types can—and often do—overlap. For example, a brand might sponsor an influencer to create a video series that lives on social media and is promoted through paid advertising.

Benefits of branded content

Branded content offers various benefits that go beyond traditional advertising:

• Emotional storytelling: Branded content taps into human emotions to create memorable narratives. These emotional hooks help audiences connect with the brand on a deeper level.
• Increased reach and awareness: When done well, branded content is highly shareable, as this content often travels further than standard ads, increasing brand visibility without aggressive promotion.
• Higher engagement: Because it entertains or informs rather than interrupts, branded content tends to keep viewers watching, reading, or listening longer, resulting in better engagement.
• Promotes value over the hard sell: Instead of pushing a product, branded content offers real value, whether that’s entertainment, education, or insight. Audiences appreciate this approach and are more likely to trust the brand behind it.
• Long-term brand loyalty: By consistently aligning content with brand values, branded content builds familiarity and trust, which are key drivers of long-term customer relationships.
• Greater authenticity: Audiences are increasingly skeptical of direct advertising. Branded content often feels more organic and authentic.
• SEO benefits: When hosted on a brand’s owned channels, branded content can improve search engine visibility. It creates opportunities for backlinks, keyword rankings, and increased web traffic over time. You can use QuillBot’s AI YouTube Description Generator to help you generate SEO-proof descriptions for your YouTube channel.
• Versatility: Branded content is adaptable. Whether you’re a tech startup, a consumer goods brand, a nonprofit, or a university, storytelling can help you stand out and connect with your audience.

Best practices for branded content

To make branded content effective, it’s essential to follow a few core principles:

• Understand your audience: Start with clear insight into who you’re trying to reach. What are their interests, challenges, and values? The more you tailor your content to your audience’s preferences, the more likely it is to connect.
• Focus on telling a story, not selling: Avoid product pitches and instead tell a compelling story that aligns with your brand’s mission or message. This leaves a stronger impression than direct promotion.
• Stay authentic: Use real voices, relatable stories, and values your brand actually stands behind. Authenticity builds trust, and trust drives engagement.
• Partner with the right people: If you collaborate with influencers, media outlets, or other brands, choose partners who genuinely align with your audience and values.
• Maintain brand identity without being intrusive: Keep branding subtle but consistent, so viewers connect the story back to you. You don’t need to have your products front and center to promote your brand.
• Optimize for different channels: Customize your content format and length for where it will appear. Each platform has different formats, audiences, and behaviors.

Branded content examples

Below, find some branded content examples used by real brands.

Frequently asked questions about branded content

What is a branded content agency?

A branded content agency is a marketing firm that specializes in creating and managing branded content campaigns for companies.

Unlike traditional advertising agencies focused on direct promotion, branded content agencies develop story-focused media that build emotional connections between brands and their audiences.

If you want to learn more about branded content agencies or branded content, ask QuillBot’s AI Chat.

What is branded content video production?

Branded content video production is the production of videos that tell a brand’s story in an engaging and authentic way.

Branded videos don’t usually promote products directly. Instead, they entertain, inform, or inspire while subtly promoting the brand and its values.

The production process includes scripting, filming, editing, and distributing.

If you’re working on branded content video production, try using QuillBot’s AI Story Generator to help you create a story for your video.