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Consumers trust branded content as much as they trust editorial

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By Ishbel Macleod, PR and social media consultant

August 17, 2014 | 2 min read

Branded content is trusted only two per cent less than editorial content, research from Vibrant Media has found, with the figures standing at 35 per cent for editorial and 33 per cent for advertorial from brands.

In fact, the research discovered that more readers distrusted content from publications (18 per cent) than those who distrusted branded content (15.5 per cent).

Craig Gooding, executive chairman and founder of Vibrant Media, said: “The very fact that consumers’ level of trust in branded content is even on par with editorial is very surprising.

"Moreover, the higher levels of distrust in publishers’ content than branded content shows far less cynicism about branded content than we expected. The findings have reassured us that publishers who offer branded content, or are considering doing so, are not compromising their relationship with consumers – as long as they do so responsibly.”

The research, of 1,000 people between the ages of 13 and 64 across the United States who own a computer, tablet or smartphone, also discovered that half (50 per cent) feel it is important that they be informed when content is paid-for.

In terms of age, Vibrant found that those aged between 13 and 34 years old proved to be more trusting of all content producers compared to those aged 35 and older.

Below, Buzzfeed's VP for Europe Will Hayward shares his branded content tips.

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