Content campaigns can support “brand activism” and help marketers to align a company with important trends, issues and topics, according to new research published by the World Media Group.
The study found that consumers are ready and willing to reward brands that are actively involved in social and environmental causes and that a fifth of advertisers, agencies and media owners are now using content to tap into trends of the moment.
World Media Group’s president Alex Delamain said: “Content campaigns provide a vehicle for brands to demonstrate their commitment to the social and environmental issues that people care about with authenticity and understanding.”
Delamain added that brand loyalty is becoming an outdated concept and companies must react by using content to “respond to the zeitgeist” and remain relevant.
Content-led campaigns are already very popular, but 80% of respondents expect them to grow even more during the next two years.
When asked what a content-led campaign is best for, ‘brand engagement’ came out on top with 34% ahead of changing perceptions (20%), building awareness (11%) and thought leadership (10%).
Technology is set to play a more prominent role in campaigns, as evidenced by the 89% of respondents who said that they would leverage voice tech and augmented reality during the next 12 months.
Finally, metrics and KPIs are shifting to match the trend of activism as changing brand perceptions was the most popular overall (31%) followed by time spent with content (28%) and brand awareness (27%).
Back in 2018, brand engagement topped the list.