In the context of marketing, content refers to a set of information that the public receives from a brand through different means, and it has been present over centuries. This is precisely why businesses find it challenging to stand out and be unique to be able to connect with as many consumers as possible and foster long-term loyalty. This paper explores the specifics of digital marketing and content in the digital environment, discussing the importance of effective content management. Several types of content are defined to facilitate the identification of the most prevalent ones and to note how each is utilized. To support the theoretical framework with concrete data, an empirical study was conducted on the perception of different values of branded content on social media, using an online survey based on the research by Lou and Xie (2021), and Zhang, Xu and Ye (2021.). Survey participants were asked to watch three videos from the language learning platform Duolingo, which were sourced from YouTube Shorts. After watching the videos, they were presented with statements related to informative, entertaining, social, and functional content values, based on which they evaluated the perceived values of the watched videos. The study confirmed the theoretical thesis that entertaining and functional values were perceived the most positive, while informative and social values were perceived the least favorably. It was concluded that informative values depend on the content type and the targeted consumer group, whereas social values are related to the consumers' personal perceptions of themselves, hence being consistently perceived as less positive.