Best Practice

It’s been a pretty tough year in terms of overall noise within this space, not made much better by some poor campaign strategies and low-quality content, executed by both brands and platforms alike. This has sadly resulted in a serious lack of trust in the industry.

Furthermore, 70% of marketers today also believe they lack a consistent or integrated content strategy. So, how can brands overcome these concerns and increase sales? We believe that this solution is achieved by crafting storytelling strategies which hero true talent. By co-creating high-quality content brands can ultimately drive positive brand perception and deliver real results.

But, before we deep dive into these benefits, what is the definition of co-created content?

Before we deep dive into the benefits behind co-created content, here is our definition of what it is:

“Professionally guided media, tailored for a specific brand or service.”

Read on to find out how to unlock profitable content, so you can successfully engage with your target audience, wherever and whatever they’re doing.

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Certainly, the market is incredibly buoyant; with over 80% of marketers today seeing brand content as an effective digital strategy for increasing awareness. On top of this, the industry is set to swell to over $10 billion within the next five years.

However, as this dynamic environment continues to evolve, 61% of brands still struggle to find the right talent for their campaigns and many are starting to mistrust the industry as they continue to be burnt by those who do not have a credible and authentic voice.

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So, how does co-created content perform in contrast to traditional media? Our data reveals that in fact, it exceeds expectations and achieves a x 2.5 higher engagement rate.

Consequently, this insight validates our approach and demonstrates that co-created drives meaningful conversations and advocacy, while protecting brand reputation and integrity.

That’s why we focus on metrics that matter, such as the number of creative assets we deliver to our clients once a campaign is completed, over and above vanity figures which have otherwise forecasted the demise of the industry.

As a result, we have found that co-created content can increase post approval by up to 85%, showing the value behind storytelling strategies which focus on quality over quantity.

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Above all, trust and transparency remain two key components across brand content and indeed any media strategy. Unfortunately, some players have fallen victim and in turn added to the negative press which has otherwise surrounded this fast-passed industry.

For example, last year, Boohoo released a new celebrity fashion campaign in time for the party season, however, there appeared to be a Photoshop fail in the final pictures. On closer inspection, it seemed that Jasmine Tookes’ outfit has a clip attached to her back which was, presumably, intended to be edited out. The blunder was first reported by Cosmopolitan, who questioned how well the outfits fit if a clothes peg was needed to keep Jasmine’s dress form-fitting. To fuel the fire, the campaign launched online and was seen across multiple billboards around London. This illustrates why, as market leaders we need to be held responsible for producing stand out content that promotes positive brand perception.


Moving forwards, we believe that brands will succeed by being part of the conversation, not interrupting it or subverting it and by creating content that truly engages with the modern consumer, across every stage of their journey.

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