Branded content in 2024

I have been involved in a countless number of projects where we have discussed ‘always on’ content (I really hate that term) for clients. At the end of the day, most of the time the content is average at best, but how much of it actually sticks. I feel like less brands are jumping on the random ‘national walk backwards’ days now, which is a good start. Audiences have moved on, it's not interesting and very few of these bits of content make any impact to brand channels, they just fill a gap in the content calendar. 

The problem that comes up whenever an agency suggests making content at high volumes, is that it's expensive, it's as simple as that. When you package up the team that needed to deliver it, times by 12, it tends to be a non-starter. 

The market has changed, audiences needs and wants from content has evolved. Platforms like Tik Tok and Cap Cut have made it so easy for people to pick up a camera and start creating, it has spawned a whole new world of creators. When I went to uni (so so long ago), there was no such thing as being a content creator, but now there are university courses focused on just that. 

So the question we have to ask ourselves is, do brands need agencies to make their social content. I am not talking about campaign content, there is still a need for that. But organic content that conveys the brand message and feels more relatable than campaign assets. 

I have put together a few examples of brands that in my view nail it, but all in different ways. Their approaches are slightly different, but they know their audience and use different methods to promote and entertain their audiences.

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Waitrose 

They are a constant example I use, their Instagram is what I expect it to be, product focused. With content from creators, product shots and some pictures of their partners working in their stores. It does what it needs to do and they do it well.

Where it becomes much more interesting is in their content on Tik Tok.

They still have lots of content that they cross populate with Instagram, but they use their workforce to generate content. I mean this feels like a total no brainer, you have x number of stores and x number of employees.

Everyone wants to be a creator these days, so they use that to their advantage and make almost free content for their social channels.

Another cleaver piece of content they produce is the Dish podcast. Podcasts are such an amazing way to connect with your audience. But as they are all now filmed, that's just another avenue for more content.

There will 100% be a social team in Waitrose with a plan based on time of year, product launches etc. And I am sure they have a few creators hired full time who can go shoot some content when required.

But what they don't need to do is pick up the phone to an agency and ask them to make content for them. Big Big fan of Waitrose content, and the fact they let their local branches run their own channels and make content really shows they understand not just their audience, but also their staff!!

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Clarks Originals 

So I feel as though fashion brands were the first to start hiring internally. Look at someone like ASOS, they are all over it, giving their audiences BTS of their shoots, office and latest products. 

As has been with all the examples in this post, they have a different strategy for their Instagram and Tik Tok channels. Instagram is much more about product focused content, lots of statistics from campaign shoots and the partnerships they have. 

Clarks internal team are great at making content that works for their channels. I would have gone out and found upcoming content creators making fashion content and then hired them full time and sent them to every shoot, fashion show and event to make interesting content. The cost of some equipment, yearly wage, travel etc will be a fraction of what you would be paying an agency to do the same job. 

What I love about Clark's channel is the creators shooting content that feels fit for the channel, but even the content being used for cross platform works well. They are selective on what they post and give you great insights into their business.

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Bose 

If you know me, I will have told you to head over to the Bose Tik Tok, I tell everyone. Again they nail the ‘Role of Channel’, Instagram, premium content, product focused. It's what the channel is good for, what their audience expects and it's fine.

They could ‘like many other companies’ have gone down the route of just putting the same content on each platform. Or they could go down the route of making content that is fit for channel (which is what they have done)

What Bose have done is hire a little team of creators to populate the platform. They seem to have a blast making content, it's just fun and pokes fun at themselves. They decided to make content and the best way to do that is to hire creators to make content for your channel.

I am a big fan of Bose, they just have fun with the aim to entertain their audience. There is no hard sell, just content you want to watch.

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Each of the brands have embraced social content and what audiences want from each platform. They have clear content strategies, and they put time and effort into their channels. The key thing is, their channels are not an afterthought their content is planned and thought through. Its difficult to make relatable content it needs to be impulsive, fun and entertaining. By listening to your audience and being part of the conversation your going to engage much more with your audience.

Some agencies are all over this and have adapted, they have full time creators in house with their sole role being to create content in a non-traditional way. Give it couple of years and most brands and all agencies 'should' have in-house creators shooting content for their own and branded channels, the traditional way of making content has changed its unattainable and just too expensive.

The other ways of making content for brands is using your workforce. If you think about it they are doing primary research every day. They hear what consumers like, know who the regulars are, the stories, the issues and insights to the consumers wants and needs. They can make content that's relatable to their customers.

So to answer the question of, 'do brands need agencies' to make social content, I think we fall in a 'Yes' and 'No' territory, all depends on the strategy of the channel. Keeping things in-house can be much cheaper and can gain amazing results. But I think there will always be a place for agencies in the content creation world. A place that agencies spend much more time on is brand strategy and But how long for is going to depend on how agencies can adapt and think in non-traditional ways to make and distribute content.

If your a brand or agency and looking to look at new ways you can approach content production, get in touch theokane@gmail.com