By now, you probably know that social channels have become advertising platforms. But just because you’re paying to play doesn’t mean you should lead with in-your-face ads and promotions. People will scroll past heavy sales pitches to get to the good stuff, the content that intrigues or inspires them. And the good news is there’s nothing stopping brands from creating that content. When it’s done well, branded content can be used to prime audiences for the conversion ads that follow.