Guide
Branded content
What it is, examples, and how to create it
Branded content is a content format that seamlessly integrates brands into stories and narratives. Also called “branded entertainment,” branded content can help drive brand awareness and stronger consumer connections. Learn how to get started creating branded content and get tips curated from real-life projects.
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What is branded content?
Branded content is a type of brand marketing through which brands create and maintain strong relationships with consumers by developing valuable and/or entertaining content. In contrast to traditional advertising, branded content may not reference specific products as it primarily aims to help generate brand equity. Also called “branded entertainment,” branded content often leverages third-party influencers and creators and paid partnerships to help gain the attention and interest of audiences.
Why is branded content important?
Branded content is important because it provides brands unique opportunities to stand out in a crowded media environment, authentically connect with consumers, and earn customer trust. By merging storytelling and marketing, branded content allows brands to showcase their distinctive personality and values in a way that feels relatable to audiences.
What is the difference between branded content and branded entertainment?
The difference between branded content and branded entertainment is that branded content encompasses any form of content produced by a brand (including thought leadership, infographics, social media, and events), while branded entertainment specifically refers to brand-produced content that is designed to entertain audiences (such as film and television productions, music, podcasts, and video games). However, these terms are often used interchangeably.
How do you create engaging branded content?
To create engaging branded content, it’s important to have a clear understanding of who your core audience is, the issues and values they care about, and their media and entertainment preferences (including preferred topics, genres, creators, and media formats). As you develop your branded content, you should primarily focus on delivering value to audiences (rather than promoting your brand), whether that’s by providing entertainment, education, or inspiration.
Benefits of branded content
Branded content offers marketers a number of benefits and advantages, including the following.
1: Increased reach
Branded content can help marketers expand their reach, particularly among a growing number of ad-blockers. Today, nearly one in three of today’s internet users worldwide report using an ad blocker1—making it increasingly important for marketers to explore branded content and other non-traditional advertising approaches.
2: Stronger emotional connections with consumers
Branded content enables brands to showcase their identity and values without making direct marketing appeals—helping to strengthen consumer connections and brand trust. This format can also help marketers build positive brand associations by reaching consumers during quality time moments. In fact, a 2025 HAQM Ads study shows that entertainment has become deeply intertwined with how consumers experience quality time—with 75% saying it has a positive impact. 2
3: Competitive differentiation
By providing useful or engaging content, brands can communicate their unique value and help differentiate themselves in the minds of consumers.
4: Search engine optimization (SEO)
Branded content can help improve SEO rankings because search engines can prioritize high-quality, relevant, and engaging content. As a result, brands may see an uptick in their organic search traffic.
5: Longer shelf life
High-quality branded content can remain relevant and valuable to audiences over time—particularly compared with traditional ads, which may become outdated after sales or promotions pass.
How do you analyze the impact of branded content?
Key metrics for analyzing the impact of branded content include views, dwell time, website traffic, social media engagement (including followers, likes, comments, shares, hashtag usage, and brand mentions), and conversions. Marketers can also conduct brand lift studies to help quantify the impact of branded content initiatives.
Branded content examples
News
Working with the HAQM Ads Brand Innovation Lab (BIL), Volkswagen Veicoli Commerciali created Charge Your Brand—a 20-minute documentary on Prime Video highlighting its ID. Buzz Cargo electric vehicle. The film followed host and digital entrepreneur Marco Montemagno as he traveled across Italy in the ID. Buzz Cargo to visit three small businesses. The launch of the documentary was supported by a mix of display ads across HAQM Alexa, HAQM DSP, Fire TV, and Prime Video.
Expert Advice
In January 2024, retirement services provider TIAA joined forces with musical artist Wyclef Jean and HAQM Ads to launch a first-of-its-kind campaign that helped raise awareness about the importance of financial literacy and retirement planning among the younger generation. The campaign centered on the release of the song “Paper Right,” featuring Wyclef Jean. For every stream of “Paper Right” on HAQM Music from January 11 to February 29, HAQM donated $1 to TIAA’s charity of choice, First Generation Investors (FGI), 3 a nonprofit organization that teaches high-school students the power of investing. 4
News
HAQM Ads and Twitch have introduced a series of new games within Fortnite, collectively titled The Glitch. In The Glitch, brands have the opportunity to be featured in the gameplay, not just as a visual but functional element with incentives for players to interact with the brand. The approach enables brands to reach customers in relevant, non-invasive ways and establish stronger brand awareness with consumers.
Solutions from HAQM Ads
The Brand Innovation Lab at HAQM Ads is a global team of creatives, technologists, and strategists who build custom campaigns for brands, including initiatives featuring branded content.
Twitch, the leading global livestreaming service, provides various branded content opportunities—including through partnerships and sponsorships.
HAQM Live offers brands an immersive way to communicate with customers, combining storytelling, social interactivity, and the ability to shop in real-time.
1 Backlinko, 2024.
2 HAQM Ads custom research with Crowd DNA. Elevating Everyday Moments: The role of brands in quality time and entertainment. Data reflects AU, BR, CA, DE, ES, FR, IT, JP, MX, UK, and US aggregated. Adults 18-74, total n=17,600. Per country n=1,600. Fielded May to July 2024.
3 Terms apply.
4 First Generation Investors.