Insights | Branded content is the biggest communication trend for 2018

31/07/2018

Branded content is the biggest communication trend for 2018

The second Barometer of APECOM (Portuguese Association of Communications and Public Relations Council Companies) reveals that branded content is the great communication trend of the Portuguese market this year. Most brands (66%) already use tools such as written articles (65,7%), videos (62,9%) or images on social networks (57.1%) associated to this trend.

The APECOM barometer was drawn up by a survey of 50 directors of large companies and shows that more than half of the brands believe that the budget (54,3%) for the branded content area will continue to increase. In regards to the relationship between brands and communication agencies, press relations, strategic planning and counselling, institutional communication and the reputation management of organizations and individuals are the most valued services by companies.