Branded video is a fairly new marketing concept that is being integrated into the marketing strategy of more and more companies. Branded video content is different from traditional video content in that it is funded directly by an advertiser, typically centered around product placement. This allows companies to interact with customers in a whole new way, establishing a relationship with customers who intend to purchase the brand in the future. This is a highly effective tool that you should be incorporating into your company’s marketing strategy in 2019.
Reasons to Use Branded Video Content
Besides the obvious reason of growing your brand, branded video content tells your story in a highly interactive way, giving customers an inside look at what it is you do. Branded video is highly customized that you can publish yourself. It can be short form or long form, being just a few seconds, or a full-length film. One good example of this is the Lego movie. It sold Legos to customers without taking a sales approach, so it was a win.
Branded content began to rise in popularity with the introduction of Dove’s “Beauty is for Everyone” campaign in 2013. Dove brought in an FBI sketch artist to draw sketches of women as they described themselves. Next, a stranger gave the descriptions while the same artist drew a second sketch–the results were staggering. This popular campaign went viral, with over 50 million people watching the video in the first 12 days.
- Branded video can go viral quickly- content is created for the web and is highly shareable. This leads to an enormous opportunity for virality.
- Customer-focused– because branded video is not a sales pitch, it creates a more intimate relationship with the customer. It’s focused on growing the brand without pushing a sales agenda.
- Higher levels of brand recall– customers report a 59% higher level of brand recall with branded content than with traditional display ads.
Not All Video Content is Good Content
Good branded video content contains common elements, like a central personality, a unique concept, a strong connection with the audience and content that is a good fit for the brand. If the content just doesn’t feel like it matches the message, it will be overlooked. A brand’s purpose matters to consumers. Branded video allows a company to deliver its message, and convey its purpose, more effectively than traditional marketing efforts do.
55% of branded content is viewed on mobile devices. Organizations should keep this in mind when creating branded content–keeping it mobile friendly. This makes the content more shareable and increases the likelihood that it will go viral. While 82% of Americans ignore online ads, they respond positively to branded marketing. This has led companies to spend 50% more on their branded marketing efforts. Branded content is the way of the future. In order to strengthen your bond with customers, and build new ones, your company needs to adopt this technology. Contact the video creation experts at Ripple Animation now. We will help you craft your marketing strategy, developing branded video content that will be highly engaging and effective.