Many Forms of Branded Video Content

Viral videos and sites like YouTube have given online videos a sense of legitimacy in entertainment, and companies have been hooking onto this trend of online video to reach audiences for a number of years. Instead of launching an ad informing and reminding viewers of their brand, the very idea of ads is being revolutionized to come in the form of sponsored videos that entertain, educate, and give a deeper look into what the brand stands for, and who they are.

We wanted to pull some examples to explore this evolution and see some of the current examples. Here are some of the many ways that companies can be seen creating unique video branding content:

  • Getting behind a cause: Some companies pair up with a cause they want to support and they create a heartfelt video together, helping to show that theirs is a brand that cares about something, and is deeper than the worth of a dollar. Videos that show these kinds of connections help get audiences on board with a cause, and make them want to support the brand.
  • Platform specific content: Instead of creating one post and pushing it out over all social media platforms, it’s become more common to find videos made specifically for Facebook on your news feed (complete with subtitles for autoplay), or a video clip loop on Instagram, or a full-length, corporate video on LinkedIn. The subtleties in these specified videos will really draw in the right audience for your posts. (Starbucks stop-motion ads on Instagram)

  • Public events or stunts: Holding a public stunt or event, and then capturing it on video is the best way to have real footage that draws curiosity and interest toward your brand with an added shock value.
  • Making sponsored art films: Instead of creating a video where your product is front and centre, why not try to make a short film that features the product as part of the story? Viewers respond a lot more to watching a story than simply being shown a product, and it will resonate emotionally with the audience.
  • 360 video: In our latest blog post about 360 video, and how this controlled interaction is the future of video. It allows companies to connect with their audiences on a more personal level through this digital form.
  • Targeting niche audiences: By trying to target very specific audiences, there is a more likely chance that the video will be shared among people who have similar interests. For instance, if a video is targeted toward Facebook users who enjoy a certain YouTube star, it only takes a few people coming across your video and loving it for it to get shared among the entire community.

And the evolution of branded content doesn’t stop there. A lot of companies have already progressed onto the next stages of reaching audiences in a more entertaining and personal way. People are used to video ads speaking to them in a certain way – but it’s not enough anymore. Companies have to move away from this style of marketing and begin to talk with their audiences, rather than talking at them. We will pull some new examples this fall to include some different approaches and immersive experiences, stay tuned.

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