It's not an ad... but it's not organic content either: the new frontier of 'branded content'

For years, in marketing we have felt comfortable within a clear boundary: on one side, advertising; on the other, organic content. Identifiable ads versus stories that connect without asking for permission. But that boundary no longer exists.

Nowadays, brands produce documentaries, programs, short series, and dramas designed for OTT, VOD, and social media platforms. Content that does not interrupt, that is consumed as entertainment, and builds the brand in the long term. Brand content in its purest form.

And then comes the uncomfortable question —the one many marketing teams are already asking—: if it’s not an ad, but it’s not organic content either... what exactly is it? And, above all, should we declare it?

In recent months, the CNMC has begun to focus on this new landscape. Not to tell brands 'don't produce brand content', but for a much more specific reason: to ensure that consumers know when they are watching an ad, even when it is disguised as a story.

The case of 'Juntas, cambiamos' ('Together, we change'), a women's health program available on a video on demand (VOD) platform, illustrates this well. The content took the form of an editorial program, with experts, an informative tone, and the appearance of organic content. The description stated that it was 'presented by' a brand, but nothing was mentioned within the content itself.

From a marketing perspective, the conclusion is clear: if your content is perceived as organic but is part of a brand strategy, you need to acknowledge it. It's not enough to hide it in the description or in the fine print.

Recent cases like those of McDonald's or Vinted confirm something that the marketing world knows well: brand content works because it lowers the viewer's defenses. Documentaries, entertainment, celebrities, human stories.

The problem is not the format. The problem arises when this effectiveness is based on confusion.

Creating brand content is not the same as creating disguised advertising. And this difference is no longer just legal: it's a matter of brand trust. Until now, attention has focused on television and on-demand platforms. But the next frontier is clear: the social feed.

TikTok, YouTube, and Instagram are no longer just channels; they are narrative ecosystems. And it's here where more and more brands experiment with sponsored micro-dramas: vertical miniseries, emotional fiction, everyday stories that seem native to organic content.

From a marketing perspective, the temptation is obvious: if it looks like fiction, there’s no need to say it’s an ad. But this is where the paradigm shifts.

Although there are still no specific guidelines on brand micro-dramas on social media platforms, the trend is clear: if a story is branded, it can't pretend not to be.

It doesn't matter if there is no call to action. It doesn't matter if the product is not shown. It doesn't matter if it is as engaging as a television series. If there is a brand strategy behind it, this must be acknowledged within the content itself.

And here lies the great opportunity! The future of brand content is not about disguising itself as organic content, but about establishing itself as a recognized, transparent, and creatively rightful genre. A space where the viewer knows they are watching a brand story... and still wants to see it.

For years, it was thought that labeling content as an ad took away the magic. Increasingly, the opposite is happening.