When it comes to the types of brand-funded content U.S. consumers recall engage with most, TV shows, films and video top the list, followed closely by social media content and recipes.
A survey of 6,562 U.S. consumers conducted by Toolkits and National Research Group found that 53% of consumers recall engaging with TV film and video content from brands. Just over half (51%) recalled engaging with social media content, followed by recipes (46%), memes and humor content (44%) and games (40%.)
Perhaps surprisingly, consumers were least engaged with analysis content (26% recall engaging) and insights/data-driven content.
Key implications: The findings may explain why a growing number of brands are making video content a centerpiece of their publishing strategies. Companies like Mattel, Vizio, YSL, and others have all in recent months produced short films, movies and television shows that integrate their products in subtle ways, with the goal being to entertain audiences first and foremost, rather than to educate them.
Prior research has indicated that consumers consider brand content that is original, practical and factual most trustworthy. So there is probably still room for analytical, journalistically driven content in brand publishers’ arsenal. Still, consumers may not recall engaging with that content as much as they do other, lighter types of media, such as recipes or humor.