{"id":2861,"date":"2026-06-12T10:20:08","date_gmt":"2026-06-12T10:20:08","guid":{"rendered":"https:\/\/project.wijzeronline.nl\/formatique\/?p=2861"},"modified":"2026-06-24T07:59:23","modified_gmt":"2026-06-24T07:59:23","slug":"de-meeste-branded-content-is-nog-steeds-reclame","status":"publish","type":"post","link":"https:\/\/project.wijzeronline.nl\/formatique\/de-meeste-branded-content-is-nog-steeds-reclame\/","title":{"rendered":"De meeste branded content is nog steeds reclame"},"content":{"rendered":"\n
\n
<\/div>\n\n\n\n

De meeste branded content is nog steeds reclame<\/h1>

Branded content klinkt goed. Minder zenden, meer verhaal. Minder reclame, meer relevantie. Maar als je eerlijk kijkt, is veel branded content nog steeds reclame, alleen iets beter verpakt.<\/p><\/div>\n\n\n\n

\"\"<\/figure>\n\n\n\n
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Waar het misgaat<\/h2>\n\n\n\n

De meeste branded content begint bij het merk. Wat willen we zeggen, wat moet erin, welke boodschap mag niet ontbreken? Logisch. Maar de kijker stelt een andere vraag: waarom zou ik dit willen zien? En daar schuurt het.<\/p>\n\n\n\n

Een ondernemer die vertelt wat een hack met zijn bedrijf deed. Een klant die laat zien hoe hij met energie omgaat. Een groep vrienden die even neerploft bij de Mac. Dat zijn geen boodschappen, dat zijn situaties. En juist daar ontstaat aandacht.<\/p>\n\n\n\n

<\/div>\n\n\n\n
\n
\n
\"\"<\/figure>\n<\/div>\n\n\n\n
\n
\n

\u201cDe kijker stelt niet de vraag wat jij wilt vertellen,
maar waarom hij dit zou willen zien.\u201d<\/strong><\/p>\n<\/blockquote>\n<\/div>\n<\/div>\n\n\n\n

<\/div>\n\n\n\n

Wat we in de praktijk zien<\/h2>\n\n\n\n

We maken veel branded content series voor merken als ANWB, Vodafone, McDonald\u2019s en Exact. Wat daarin opvalt is eigenlijk heel simpel: de momenten die blijven hangen, zijn nooit de momenten waarin het merk iets uitlegt. Het zijn de momenten waarin iets gebeurt.<\/p>\n\n\n\n

De denkfout<\/h2>\n\n\n\n

De reflex is om branded content dicht te timmeren. USP\u2019s erin, merk zichtbaar, verhaal sturen. Maar hoe meer je stuurt, hoe minder het voelt als iets dat je vrijwillig zou kijken. En precies dat is het probleem.<\/p>\n\n\n\n

Wat w\u00e9l werkt<\/h2>\n\n\n\n

De branded content die wel werkt, begint ergens anders. Niet bij het merk, maar bij iets dat op zichzelf al interessant is. Een situatie, een moment, een echt gesprek. Het merk sluit daar op aan. Niet door het over te nemen, maar door aanwezig te zijn.<\/p>\n\n\n\n

<\/div>\n\n\n\n
\n
\"\"<\/figure>\n<\/div><\/div>\n\n\n\n
<\/div>\n\n\n\n

Een simpele test<\/h2>\n\n\n\n

We gebruiken intern vaak \u00e9\u00e9n check: zou je dit ook kijken als het merk er niet bij stond? Zo ja, dan zit je goed. Zo nee, dan is het waarschijnlijk te bedacht. Branded content concurreert niet met reclame, maar met alles. Dus als het niet op zichzelf interessant is, verliest het altijd. Dat is wat we in de praktijk steeds opnieuw zien.<\/p>\n<\/div>\n\n\n\n

<\/div>\n","protected":false},"excerpt":{"rendered":"

Branded content klinkt goed. Minder zenden, meer verhaal. Minder reclame, meer relevantie. Maar als
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