It’s more important than ever for brands to have a direct conversation with consumers to enhance engagement and build a richer, more authentic relationship with their biggest fans.
For many advertisers, this comes via two emerging channels from their media partners: branded content and influencer marketing. The goal? Find stories that are not only engaging but also demand sharing. For example, that’s something that Viacom Velocity did when it built a viral video series around regional dance trends, ultimately bringing in Beats as a sponsor.
As Dario Spina, CMO of Viacom Velocity, notes in the above video, “It behooves brands to not have a one-way kind of messaging. They have to open up a two-way conversation to engage consumers with content.”
