On Tuesday, Forbes launched a new podcast network with ten new podcasts focusing on entrepreneurial millennial women. Simply named “Forbes Podcasts,” the network will feature primarily female hosts and business-first content by or for millennial women. All Forbes Podcasts series are available on iTunes.
What Brands Need To Do
Podcasts provide a growing opportunity for brands to reach a niche audience with a specific interest with sponsorships and native ads. An estimated 57 million Americans are listening to podcasts regularly according to Edison Research. Another recent study also found podcast listeners are more likely to follow brands. For brands looking to target millennial women, this new podcast network from Forbes should provide a great new channel to effectively reach this valuable demographic.
Similar to so-called “influencer marketing,” where brands turn to social media stars to promote their products and services, Forbes is now offering brands a chance to connect with industry experts in certain areas to help brands get the word out for their content. Working with social media analytics firm Traackr, Forbes will connect brand advertisers participating in its BrandVoice Premium program to “a network of journalists, academics and bloggers who wield influence in key subject areas” to promote their content to a more targeted audience via their own social network. The expert influencers won’t be paid to promote the branded content, but Forbes can ask these influencers to create content on the brand’s behalf that would be posted on Forbes.com.
What Brands Need To Do
While Forbes’ BrandVoice initiative comes with a rather hefty threshold of at least $100k ad spending per month for a minimum of six months, it nevertheless illustrates the growing importance of leveraging social influencers to get branded content in front of the right audience. At a time when 14% of internet users are now using ad-blockers to avoid online ads, it is especially important for brands to use branded content to spread the word.
For more information on why brands should leverage partnerships with social influencers and content creators to reach new audiences, check out the Ad Avoidance section of our Outlook 2016.
Sources: Wall Street Journal
According to a new study from Simply Measured, 71% of the most recognized brands in the world are now active on Instagram. That number represents an 80% year over year growth rate, and brands’ adoption of the platform rivals Google+ and Instagram. That same study also concluded that as brand activity on Instagram increases, so too do followers, with automobile brands leading the way. It’s easy to see why automotive brands would do well on Instagram; people love sharing photos of cars. But what’s also important to note is the fact that brands with the most engagement actually didn’t use hastags as often as most users or other brands. Believe it or not, hashtagging the world doesn’t give you more reach or impressions.
Forbes partnered with IPG Media Lab to conduct a unique study to explore the effectiveness of long-form branded content. 2,259 participants were recruited from relevant sections of the Forbes website, given a webpage to experience, followed by a post-exposure survey to measure branding impact. Participating brands included Chrysler, Woodford Reserve, and Charles Schwab.
Download the full report here: Effectiveness of Branded Content.Forbes
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