Most brands and marketers have caught onto the fact that video production can help nowadays more than ever before. The benefits are just too obvious across the board now, but just because most people understand that video can provide them with an advantage doesn’t mean that they’re all actually using it to their advantage, at least not fully.
One way that many people are still mis-using video is solely to sell, whether it’s their products, services, a new initiative, etc. The point is, it’s all about them and they spend all their resources trying to come up wth new ways to polish that same message.
But the problem is that, in today’s landscape, you’re far better off providing the people you’re trying to reach with branded yet genuinely satisfying content, whether you do it by entertaining them, educating them, or just showing them something they find interesting. Read on to learn why and for some tips on how to do it.
What is branded video content?
When we say branded content, we mean just that. We’re talking about videos that have some discernible connection with you or your brand, and it could be as simple as including your logo at the end. Because no matter the nature of the content, you do want the viewers who watch it to remember who made it.
However, the idea is that, from there, unless you’re making something like an explainer, you don’t always want to mention or provide much more indication of your brand elements nor your products, services, etc. Yes, you want the audience to attribute the video to you or your brand, but their actual viewing experience must come first.
After all, viewers won’t much care who made a video that didn’t entertain them or make them feel anything, which is why the viewing experience is everything, not selling. Rather than selling, you should be striving to captivate the viewer and to associate certain values with your brand along the way.
What values? The values that make your brand your brand, but again, the way that you express and get the audience to associate those values with you is more critical. You or the video production people you’re working with must do it in a way that genuinely affects the audience, or they just won’t care.
Why is it the future?
You’ve probably been hearing the words “transparency” and “authenticity” more and more over the years, and that’s because that’s what people want nowadays from brands and businesses. They don’t want to sit through a slick sales pitch nor be bombarded with carefully constructed ads. They’re too savvy for that type of treatment now.
They want the truth. They want to experience authentic moments and stories. It’s just the way it is now, especially on the social sites where most of the communities aren’t there to sell anything nor to be sold at but to actually socialize, exchange information, and establish common interests. So, if you’re trying to promote yourself on those platforms, then you just need to be real.
That’s one of the biggest reasons that branded content created with the viewing experience in mind at all times is the future. It’s non-intrusive and as long as you’re genuinely trying to provide the audience with satisfying content, then it’s authentic.
Again, you should absolutely look for every opportunity to express and associate certain values with you and your brand along the way, but doing it with interesting, entertaining, moving content is key. As long as the impact on the viewer is authentic, then they’ll associate that authenticity with you and your brand.
Branded video content allows for more creative freedom.
Perhaps the greatest benefit of creating this kind of content is the creative freedom it affords the videomaker, whether you’re doing it in house or you’re reaching out to a video production crew to help bring your idea to life.
When it was all about making the brand’s products, services, etc., the star of the show and the dominant aspect of every piece of content, it made things very challenging for content creators. After all, there are only so many ways to show off, so their options were limited.
But when the mission is to create a genuinely entertaining or interesting video that expresses certain brand values and somehow gets the viewers to associate those values with you and your brand instead, then the roads open up and the creative options are no longer nearly as limited.
Now, the main objective for the creative storytellers is to tell compelling stories, which only makes sense. They won’t have to work with the restrictions that accompany the traditional, me-first approach, and trust us, you’ll be surprised by the kind of inspired content that this type of creative freedom will lead to.
How can you start making branded content a part of your video production plan?
The first step to creating the kind of branded videos we’re talking about is gaining a firm understanding of the people with whom you’re ultimately trying to connect and their likes, dislikes, interests, preferences, expectations, etc.
The point is, you need to learn as much about them as you can. That way, you’ll have a much better idea of the kind of content they’d find entertaining, interesting, informative, or useful. From there, look inward and think carefully about the kinds of values you think embody your brand, style, and voice.
Then, look for overlap. See if there are any stand-out types of videos that should have an impact on your target viewers yet also give you the chance to express something about you and your brand’s identity. Just remember that the most important thing is to captivate the audience, not to sell yourself to them.
About Us: KVibe Productions, one of the top NJ & NYC video production companies creating video content of all kinds, can handle every aspect of the process. And whether it’s a commercial, a corporate video production, or a feature film, at KVibe, we always create to inspire.