Branded Video Content
Photo by @jakobowens1 on Unsplash
What is Branded Video Content?
Branded video content is content that is sponsored or produced by a brand in a way that does not directly advertise or promote the brand. It’s more about story-telling. Branded video content seeks to optimize a brand’s positive messaging, rather than be a vehicle for obvious self-promotion.
While branded video content is not a traditional ad or commercial, its end goal is the same, driving audience engagement.
Where to Use Branded Video Content?
There are a variety of places that Branded Video Content can be utilized at. Some of the most common spots for this content include: early stage prospects via email, Social Media Channels, and high traffic areas of your website
If you have a marketing budget, adding paid promotion can amplify the effect of your organic channels. Paid channels can include:
Social ads on platforms such as Facebook, Instagram, LinkedIn, Pinterest, Snapchat and TikTok have proved to work well for branded video content.
Pay-per-click (PPC) and Search engine Marketing (SEM) ensures that your ads are at the top of related searches.
Streaming video channels such as Youtube (which also happens to be the world's second largest search engine) could end up being the perfect platform to distribute your branded video content.
Native Ad Networks such as Taboola & Outbrain are excellent platforms for promoting branded video content. Promoted search results and sponsored social media posts are popular examples of native ads. Both formats provide the same kind of value to users as the organic search results and user-generated social media posts.
Depending on your product, using an Affiliate Network such as ShareASale, or Pepperjam can offer additional channels to promote your branded video content to drive additional reach and potential sales
Using “look alike targeting” and “retargeting” your paid promotions for your branded video content can help you zero in on your most likely prospects.
Why Use Branded Video Content?
With the growing popularity of digital video, brands must find new and effective ways to attract potential customers. Most branded videos are narrative driven, using storytelling to entertain and communicate a brand’s values.
By contributing to the experience, rather than disrupting it, branded video content is less likely to annoy viewers. Branded video content is proven to be an effective way for brands to build authentic, and memorable connections with their audiences.
Branded video content has proven to be highly shareable because it comes across as authentic and not directly salesy. Branded video content helps brands to break through the noise and gain the attention & spend of prospective buyers.
When to Use Branded Video Content?
Branded video content tends to work best for Top-of-funnel as it doesn't try to sell the audience a product or service, but it instead educates, helps, and answers common questions or pain points your potential customers may have.
Branded video content is most often used as part of a content marketing strategy to target prospects in the 'awareness' stage of their digital buyer's journey.
Best Practices For Producing Branded Video Content
Just like with any content creation, marketers need to first understand who they’re talking to, their audience’s motivations, passions, needs, and wants.
Brand video content must be aligned with the values of the brand's target audience. The products or services featured in the content need to connect with the audience emotionally.
The goal of branded video content is to produce content that is funny, emotional or educational that triggers something which makes the video compelling and shareable.
Some of the best branded video content is story-driven and prioritizes narrative and audience engagement at a higher priority than selling the brand. Try to focus your videos around human characters as they are more likely to trigger our empathy and make us care.
When using people, don't use talking heads. Nothing will put an audience to sleep faster than a talking head video. Make sure your subjects are interesting and help to tell your story in an effective manner.
When we hear a statistic about a tragedy that affected thousands and thousands of people, for example, it’s hard to conceptualize the size of that story. But when we’re told the personal story of one person, it’s much easier to relate to that individual. When we are invested with someone’s story, we’re more likely to watch and care as they find a solution. By now it should go without saying: do not include an obvious call to action (CTA).
It’s always a good idea to think outside of the box to develop a story totally unique in your industry that will help you stand out in a very positive way. Groove specializes in this type of approach.
Now Use Branded Video Content To Connect To Your Customers
It can be difficult to drive audience engagement with conventional advertising. Consider using branded video content to help your potential clients relate to and trust your brand.
Video Fresh’s team of video marketing experts is ready to help you to craft the perfect videos to boost your online customer conversions.