# What is branded content?

> Branded content is media produced by or in partnership with a brand that focuses on storytelling and brand values rather than hard selling products.

- Canonical: https://www.influentials.com/knowledge/for-brands/what-is-branded-content
- Locale: en
- Hub: brands
- Published: 2026-08-18
- Updated: 2026-08-18

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Branded content is marketing content that aligns closely with a company’s values and tells a compelling story, instead of traditional product pushing. It focuses on entertaining, educating, or inspiring the audience to build long-term trust and brand affinity.

## Key Characteristics of Branded Content:

- **Storytelling Over Sales:** It highlights relatable narratives, entertainment, or education rather than listing features and prices.
- **Emotional Connection:** The primary goal is to trigger an emotional response or shared value system with the viewer.
- **Flexible Formats:** It can take the shape of documentary-style videos, podcasts, interactive articles, short films, or editorial series.
- **Co-Creation:** Often created in collaboration with professional publishers, creators, or media agencies to ensure high engagement and authenticity.

Want to put this into practice? See how [Influentials helps brands](https://www.influentials.com/for-brands) run creator and UGC campaigns, or [book a demo](https://www.influentials.com/book-a-demo) to talk it through.