Not really that surprising when you look at some of the 'vanilla' branded content out there. In my experience, the bigger the brand, the more likely that the content will be largely uninteresting.
This research shows how vital it is to ensure the content you are putting out there is relevant and interesting to your audience. You can no longer assume that people will read your content because of your brand name and reputation. Increasingly it's the other way round, people will show interest in your brand because of your content - so you need to ensure you are giving them something useful!
People are developing blindness to branded content on social media, with just 20% of posts generating any kind of emotional reaction. The research, a joint initiative between Havas Media and Crowd Emotion, used facial coding technology to determine people’s emotional response to different types of content on social media –both brand-led and posts from friends. The research revealed that overall just 20% of Facebook posts generated any emotional response and no paid-for ads received any emotional response. The research comes at a time where many brands have become sceptical of social networks effectiveness for reaching customers, often laying the blame at the feet of the social networks themselves.