Connecting with modern audiences is becoming increasingly difficult in a world of overstimulation and low-effort content. Shorter attention spans and an ability to tell when one is being sold to have made the average consumer less likely to engage with your brand’s content across platforms.
While there is no one size fits all solution, branded content is an excellent way to cut through the noise and engage your audience. By sharing well-produced, relevant stories that align with your brand’s values and your audience’s interests, you can develop trust that keeps people coming back.
For an example, check out this video we made for our partners at the Tampa Bay Lightning:
BRANDED CONTENT VIDEO PRODUCTION
Branded content can generate a positive perception of your brand, and entertain your audience at the same time. For an example on a larger-than-life scale, consider the LEGO movie - a blockbuster film that drew in global audiences, yet is itself a massive advertisement for LEGO. But when watching, it doesn’t feel like an ad. And there lies the benefit of branded content.
Branded content is also a great way to skirt traditional advertising platforms - instead of running a skippable ad before a YouTube video, why not upload your branded content to your social media channels where your audience is much more likely to engage with it?
In short, your goal should be to produce something that your audience will enjoy watching - branded content that aligns with your company’s values, leading your audience to make a subconscious association between the two.
WHY SHOULD YOU USE BRANDED CONTENT?
MORE FROM OUR PORTFOLIO:
TECO: FLAVORED BY FLAME
NAVIGATE360: ALICE
FOREVERLAWN: VILLAGE OF CHAMPIONS
WHY BRANDED CONTENT WORKS:
Instead of explicitly touting the benefits of your product or service, branded content should tell an engaging story that aligns with your brand’s values. In this way, branded content flips traditional advertising on its head. By providing value to your audience in the form of entertainment, you can elevate your brand’s image as one that aligns with their interests and desires.
As such, branded content can represent an investment in your brand’s image over the long term. Once audiences start associating your brand with the content that they love to watch, loyalty and engagement will come naturally.
While every company may use branded content differently, there are a few common threads in all effective content. They may include but are not limited to:
ESTABLISHING AN EMOTIONAL CONNECTION
ALIGNING YOUR BRAND’S MISSION WITH A STORY
NOT ACTIVELY PROMOTING A PRODUCT OR SERVICE
ENTERTAINING YOUR AUDIENCE
UTILIZING AN APPROACHABLE TONE
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Simply put, branded content is an excellent way to engage with your audience by cutting through the noise and sharing stories that people want to see. Your customers will then associate your company with the good feeling they got from your content, increasing brand loyalty.
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Frankly, we’d love to see more branded content in the world as opposed to traditional advertising. Branded content presents an excellent opportunity to boost sales and engagement for companies big & small, across industries.
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We love telling stories - especially unconventional ones. As such, we’ve created branded content for all kinds of niches and all kinds of companies. Not sure if branded content is right for you? Drop us a line.
No worries! Here are some frequently asked questions about branded content. And if we haven’t answered everything, feel free to drop us a line.
