There’s a very enlightening article you might want to read on fashion that sets out just how quickly the lines are disappearing between editorial content and paid advertising. The article states that as more branded fashion content appears on the web, “editorial is the new advertising.”
You can understand how fashion is leading the way. People have always loved fashion. They are fascinated by what’s in, what’s out, the international influences, the everyday sources of inspiration from the street up, and the excitement of the runways as the big fashion brands expose their latest creations. Now fashion is leading the way into transmedia by creating fashion content and telling stories that become part of the conversation in social media. The “sell” is more believable than advertising because the information is disseminated in a more entertaining and comfortable context—one the viewer chooses.
As brands unobtrusively become a natural part of the stories, the editorial takes over the selling job once dominated by advertising.
To my way of thinking, food fits this same formula—which explains how food is rapidly moving toward the same position fashion is pioneering. Like fashion, food is very much on the minds of people. Next to what they wear, what they eat is vitally important to people every day. Various foods become fashionable and then fall from grace, international influences create new categories, hot young chefs inspire consumer trends, and big brands introduce their creations at annual events.
Food is the ultimate social currency and connects naturally with the new social patterns, connections, and conversations.
You really don’t have to look very far to see how food is becoming the next fashion. Cable TV is highly populated with “chef” programs and competitions. Food magazines and travel books are filled with feature articles about food and food trends that give people much to try and even more to talk about.
Our own Food Channel is breaking new ground in transmedia branded editorial.
When banner ads stop, the advertising stops—but that’s not the case with branded editorial. It has a life of its own. The story travels into the conversations of the people who find it interesting. It moves from branded to earned media. As the story gets passed along, the featured brand becomes part of the lives of the people it touches. They eat it up. As a food brand, isn’t that what you want?
That’s it, from the edge of the world,