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In an era where the boundaries between advertising and content have disappeared, brand communication using branded contents, where the product is hidden inside of the contents, is becoming more and more attractive.

Branded contents are contents created by companies to dissolve branded messages naturally.

With the development of social media, consumers can enjoy various contents and especially customers with high purchasing power use social media more active.

Branded contents are being produced in a variety of formats since they are recognized as an alternative to marketing (ads) for companies and as an opportunity for personalized experiences for consumers.

For companies, distributing branded content via digital channels has the advantage of easy engagement with your target audience.

Branded contents are gradually expanding from just telling the image of the company and the advantages of the product to real storytelling with the brand projected inside of the story.

Another trend of branded contents is the upload of short but impactful videos to internet channels.

A typical example of branded content production is '72sec TV'. '72sec TV' shows short and funny drama-style clips that make viewers laugh by introducing the product in the middle and users are naturally engaged to participate.

As companies become more interested in branded contents, publishers are in trouble to differentiate themselves from other contents. The most significant difference so far would be the point that branded contents need users' voluntary participation.

Branded contents can be seen as a replacement for product and company ads.

Advertisement and contents were seen as something different for a long time.

While companies always tried to maximize the exposure of their ads, consumers fought their way to avoid ads as much as possible.

These concerns ultimately led to efforts to include messages but still keep the ads spontaneous and natural.

Contents are used more effectively in an evolving user-centric media environment.  In the end, branded contents with the right message have to be produced, to get the attention of the customers.   

Uncle Drew, the branded contents of Pepsi Cola, continues a series of drama-style videos with fun settings. In the video famous NBA players are dressed up as senior males and play basketball games with young friends. This series got a lot of attention and is going viral.