Consumers are increasingly interested in content that reflects their personality type, and is delivered in their preferred tone and style, according to new research published by branded content studio and multimedia news provider Reuters Plus.
The org’s Content Connect II report, based on a new global survey of Reuters.com users, reveals that 77 percent of global consumers expect to see more personalized content in the future. It shows that branded content campaigns are more effective if they include personalized elements, with 63 percent of consumers agreeing that personally relevant content improves how they feel about the brand associated with it—and 58 percent see brands in a more positive light if they provide them with content that matches their interests.
The survey, conducted by Synergy Research and Consulting, highlights the importance of style and tone in branded content, finding specific content topics appeal to different personalities. It finds, for example, that the top personality type for business and finance content is “ambitious,” whereas arts and culture is “creative,” politics is “outspoken” and travel is “spontaneous.”
The research also identifies the attributes consumers consider most appealing in branded content
It reveals that global consumers consider sponsored content more appealing if it is thought provoking (64 percent), imaginative (58 percent), humorous (55 percent) and innovative (51 percent).
The research finds that consumers are open to new and innovative ways to engage with content, revealing a mix of appealing formats for consumers with short articles (64% percent), in-depth analysis (60 percent), video (55 percent) and infographics (45 percent) being the top choices.
In terms of formats, 71 percent of consumers interested in branded content would prefer to see their favorite brands sponsoring websites, site sections or pages, whereas 57 percent would prefer to see brands sponsoring articles on websites, webpages or apps
Overall, consumers increasingly think brands can benefit from sponsoring quality content
Sixty-eight percent agreeing, compared to 60 percent last year. And audiences are still receptive to branded content if the subject matter interests them, with 75 percent agreeing—equal to last year.
“While content marketing and branded content continue to grow, consumers are increasingly demanding more relevant and personalized content,” said Munira Ibrahim, Reuters SVP for sales and content solutions, in a news release. “This research shows that content marketers need to fully understand audiences’ preferences and personalities in order to maximize consumer interest and engagement. This is a priority for Reuters Plus in delivering effective solutions for our clients.”
Based on the findings, the Content Connect II report identifies seven steps for content marketers to consider when building successful branded content campaigns. Read more about the 7 steps here.
The global online survey was conducted among 752 Reuters.com users between February 15 and March 6, 2018.