With more companies producing branded content than ever before, generating the desired level of cut through and effectiveness is becoming increasingly difficult by the day.

New research commissioned by BBC StoryWorks reveals that when it comes to the amount of advertising, sponsored and paid for posts that are seen across social media feeds, only 2 per cent of Australians believe there isn’t too much branded content appearing on these platforms.

The data delves further, revealing that more than a third of Australians (35 per cent) have turned off social media as a result.

Turning away from social media isn’t the only impact that excessive amounts of branded content is having on the ecosystem, with 46 per cent of respondents stating that these days they are more inclined to catch up on news updates purely via news sites/apps.

BBC Global News ANZ regional director, Jamie Chambers said: “Social media is a key distribution channel for brands who are producing their own content.

“Unfortunately, due to the sheer volume of organisations creating branded content, people’s social feeds are constantly flooded and this is turning people off.

“This research highlights this trend and is a true reflection of just how many people are being irritated by this.”

He added: “It’s a vicious cycle because the further people tune out, the more difficult generating cut through becomes, and this is something that the sector needs to understand and be sensitive to.”

BBC StoryWorks AUNZ head, Jelena Li (featured image) adds: “In today’s market, many brands have recognized the importance of producing high quality and engaging content, but simply creating great content – which many organisations are very good at – isn’t enough anymore.

“This research demonstrates that the environment in which content is distributed and published is key and has a direct impact on how audiences engage with branded content.”

She concludes: “Sadly, this is often an afterthought. Brands must start to recognize the landscape they are in, listen to their consumers’ media behaviour and adjust their distribution and partnership strategies accordingly.

“Trusted and relevant partners can play a crucial role in delivering content in premium environments which cut through the social feed noise and provide a better platform for a conversation between a brand and their target audience.”