Branded content as an alternative to traditional advertising has increased exponentially.
Social media continues to be a significant driver. The brand is the primary beneficiary. But non-branded content, with the brand as benefactor, is an exciting area of growth and opportunity being fueled, in part, by major shifts in media consumption preferences and the proliferation of streaming platforms.
In this video, I explain why more brands should feel emboldened to be benefactors. This approach can lead to reputational gains, potential monetization, and the ability to attract new supporters who recognize the brand as a sponsor of important and useful non-branded content.