THE MAGIC 60/40: Striking a balance between branded vs unbranded content

When it comes to ‘sponsored posts’, we’re inclined to think that balance... is everything!

Too much ‘branded content’, and an audience tunes out (nobody likes a salesy account). Too little, and Instagram risks becoming more of a hobby than a business.

Striking this happy medium can be a challenge, and not least because it requires a lot of content creation which is, on the face of it, unpaid.

Regardless of this often dissuasive facet to the

‘Instagramming’ life, we wouldn’t have the 60/40 split any other way!

To us, unbranded content is a labour of love, consistently coming from a place of passion and interest, rather than obligation and expectation.

These posts, for us, are the epitome of creative freedom, and are crucial for channelling the sense of personality and impartiality into our platform, that can easily be lost without branded content boundaries. A fitting example? This recent duckling-related post.

It’s for this reason, that we firmly believe unbranded and branded content should be prioritised in almost equal measure. With this tact, audiences and readers can feel assured that an account’s valuation is based as much on integrity, usefulness and relatability, as it is on overall earning potential.

#brandedcontent #contentcreation