AdAge is reporting that brands have stepped up their efforts to create engaging content with two specific strategic partners; publishers and independent content creators.
For example, Victorinox is partnering with both Wired Magazine and the Instagram-celebrity couple @withhearts and @bethanymarieco to outfit the duo with Victorinox products while they trek among various mountain destinations throughout the world. While providing comp'd swag to influencers is nothing new for brands, Victorinox and Wired Magazine plan to repurpose the content from the pair's own social media channels to the publisher's various content platforms as well as the brand's.
This approach is somewhat novel given that brands are building up their own media properties by supplying them with premium content while relying on publishers, who continue to expand their footprint, to push branded content as well. However, both the brands and publishers realize they lack the all-important "authenticity" factor which makes partnerships with digital influencers so important in this new media equation. All of these efforts ladder back to the growing reality that consumers' eyeballs are increasingly fragmented and brands can't rely on just one channel to break through the clutter.
Publishers such as InStyle are also experimenting with emerging social media channels such as Snapchat to break through to consumers. InStyle has been building up its Snapchat following all year but releasing exclusive content in expectation of marketing a Holiday gift guide through the channel for 20 different advertisers. This tactic will probably prove successful since Snapchat is still a relatively innovative platform for brands and consumers are more open to following brands/publishers and consuming their content.
All of these tactics all boil down to the same marketing truth: Consumers are increasingly expecting the unexpected when it comes to advertising - innovative content and context is not only successful, it is becoming mandatory.
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