What branded content should really mean. The Rolex coincidence

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Everybody is talking about branded content and social currency but sometimes I wonder if we are truly right or we are just ending calling everything the same.

I was surfing on Facebook the other day and this piece of content got my attention. Actually, the visual is a Rolex but it wasn’t released by a brand from its Facebook page as we usually see. Instead it was posted by a user to make a funny joke while saying happy birthday to a friend. Look at it! It’s brilliant!

Screen Shot 2014-12-10 at 5.41.59 PM

Branded content is not about a brand creating content and pushing out to people potentially interested as Facebook’s new strategy seems to proclaim. I believe more in brand creating pieces of content worth sharing that are used by people to spread the word. Virality, earned content, buzz and all these words I used to fall in love with should leverage on the users as a key channel to drive reach and engagement.

What do you think? Should we rethink what we are doing on Facebook? Is this example of Rolex a smart strategy or pure coincidence?