Branded Content and social messaging in Spanish teen series campaigns

Abstract

Branded Content emerges in an infoxicated media universe in which users want an active presence and a credible relationship with the brands. The use of this communication tool facilitates the incorporation of social motifs in the advertising message, provoking greater engagement with the audience that shares social concerns, and favors the brand reputation. The study applies qualitative research based on content analysis of campaigns carried out for Spanish teen series in 2022 and 2023, analyzing the possible inclusion of social messages. Focusing the study on Branded Content and social messages in these formats for young people is relevant since they are the ones who most perceive this technique as creative and, simultaneously, the ones who most value social positioning in brands. These series are experiencing an explosion on the platforms and the identification of young people with brands is direct. The use of this technique is observed in 50% of the Spanish productions released in the analysis period, specifically in: Elite, El Internado: Las Cumbres, La caja de arena, La edad de la ira, Todas las veces que nos enamoramos and UPA: Next. The most exploited format is entertainment, followed by utility or servicing. Physical actions or events stand out, which amplify fan sentiment, and digital, highly consumed by young people. The campaigns incorporate topics such as sexual harassment, the crisis of values and gender inequality to generate links with the target, as well as access to the labor market.