With little academic work undertaken in branded content, we felt it was critical for the BCMA to lead the industry in order to develop a clearer understanding of this important marketing concept and define branded content for the digital age.
We realise that defining branded content is a real challenge and continues to be a topic of much discussion and debate around the globe. We believe it is crucial to continue our important work in this area for the benefit of our members and branded content practitioners alike.
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"When an industry is new it is important to build the industry together with all the players involved. BCMA gives us the opportunity to take part in the influencer marketing industry from the bottom, discussing best practices, give and receive feedback, create processes, tips, and valuable content for the whole industry. BCMA is also a great way to connect with partners and potential customers.”
Co-founder & CEO
What Influencers Really Want
Influencer marketing has rapidly developed from activities that were almost imposed on companies by unexpected market conditions, driven by two key factors:
Widespread diffusion of social media platforms and their ubiquity due to the acceleration in mobile device technology.
Birth of personalities/celebrities able to attract substantial audiences by exploiting the full potential of these new platforms.
This exclusive BCMA report in partnership with Whalar, surveyed 250 Influencers/Content Creators to understand the main challenges faced and what changes they'd like to see across the industry.