Australasia 2016: Lauren Quaintance at Storyation

- in Australasian Insights 2016, Insight Series
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Lauren Quaintance

Lauren Quaintance is Co-Founder and Head of Content at Storyation, and she provided the following responses for our 2016 Australasia Expert Insights Report:

In what situations do you recommend using branded content?

Branded content is a good strategy for brands who are ready to drop the sales pitch and build a lasting relationship with their customers by providing them with something meaningful, authentic and, above all, valuable. Brands who want a quick fix – or an immediate return – should not bother with branded content because it’s a long-term play.”

 

What about emerging trends and insights into the immediate future of branded content?

More brands will pursue both micro content and long-form content as they realise that the web is awash with formulaic 500-word posts and 60-second videos and they need to try something different to stand out. It’s a global trend that is just beginning to emerge in Australia as well.