Introducing a radical new form of content called BGC: Brand-Generated Content.
Okay, that’s sarcasm. But I am talking about the one remaining pure voice of the brand. It’s exactly what you want to say to your consumer about your brand, unfiltered and unadulterated, based on your deep understanding of them. You still need to make this.
Brands have turned to rabidly enlisting influencers, creators, and everyday users to generate content, and spread the word. We do it often. However, anytime there is a middleperson, the message goes through an interpreter. The voice is theirs, not yours. They know their audience, how they want it to sound. You bend to those caveats, and your message gets changed. Not wrong, but adulterated, impure.
Think of your brand as a person. Would you only want other people talking about you, with you having no input into your own depiction? You lose control of the narrative. Besides, others come and go. For a moment in time your brand is the most important thing, then in a wisp, they move onto the next one. You need content created by people who live and breathe the brand all day, every day.
Clearly, influencers, creators, everyday users can be valuable content generators for a brand. While this may sound like a self-serving agency owner pitching that you still need ad agencies to make brand content…you still need ad agencies to make brand content. Because unlike influencers and creators, we, like you, see everything through the lens of YOUR brand, not OUR brand.
