In the age of Facebook and YouTube, developing a brand has become a difficult task. Almost every company engaged creative firms and teams of technologists to spread their brands over the internet. The idea was that by using social media, the corporation would be able to bypass traditional media and form direct ties with customers. It was critical to tell excellent tales and connect with customers in real-time. Businesses have made significant investments in branded content. However, just a few firms have been successful in generating considerable online consumer attention. In actuality, social media has diminished the importance of brands. It gave rise to crowdculture, which altered branding standards.

Why does Branded content work?

Branded content blurs the line between marketing and entertainment by providing content that adds value to a company’s brand. In the beginning, companies used short-form narratives, cinematic gimmicks, music, and empathic characters to make their brands renowned and permeate the culture. For example, Frito-“Frito Lay’s Bandito” and BMW were among the first to create short internet films. Worked successfully as oligopolies in the entertainment media. Later, as new technology allowed audiences to opt out of commercials, it became much more difficult for corporations to purchase celebrities.

Brands only flourish when they appeal to the crowd culture, which consists of a large number of digital natives who are eager to share with their peers. Previously, cultural innovation came from the periphery of society, challenging mainstream norms and customs, as well as the firms and brands that served as intermediaries. Today, social media connects previously geographically isolated societies, drastically speeding up and intensifying collaboration. Because these once-remote villages are now closely connected, their cultural effect is direct and significant. There are two types of new crowd cultures: Incubate new ideas and practises in an amplified subculture. 3-D printing, anime, bird-watching, homeschooling, grilling, and so on. Break new ground in entertainment with turbocharged art universes.

Brands can assert a point of view that stands out in the overcrowded media landscape by focusing on fresh ideologies emerging from crowdcultures. In a historically low-involvement area, three brands—Dove, Axe, and Old Spice—have generated great consumer interest and identification in a category you’d never expect to attract attention on social media. They were successful because they championed diverse gender ideals that had created crowdcultures.


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