Branded content; the future of video communications

I think that as long as your brand can tell a story that adds value to the consumer, while extolling the virtues of your brand then you should make branded content core to your marketing plans. Almost all other forms of communication are around other people’s content, whereas with branded video you ARE the content.

So, you’re BMW with the Story of Joy? Then let’s make an online video series that sees the presenter show consumers around some of the most joyous places in the British Isles, in a BMW of course.

If you’re a rice brand, then show people how to make perfect rice using your brand like Tilda have just launched on AOL – http://tinyurl.com/yzzkbnq

There is a useful story for almost any brand to tell, and if you start with the consumer in mind, you can make that content appear in their search results. “How do I make perfect Rice” in Google for instance could yield a result that includes the Tilda Rice example. “Great days out in England” could be how consumers find the BMW content.

YouTube gives everyone a massive opportunity to produce inexpensive video content that offers value to the consumer while educating them about your product of service.

I have worked on numerous branded content deals at the Telegraph, and whenever there is market research carried out alongside the campaign, a positive uplift in brand metrics is always achieved.

So in order to make your branded content work, I would humbly suggest the following pointers which are born out of experience.

1. Make it about the consumer first, and your brand second
2. Make it short and sweet – 3-5 minutes is long enough in most cases
3. Agree a distribution deal with a relevant partner site, but always put it on YouTube as well
4. Search for and contact all relevant, quality bloggers and offer them your content
5. Point to your content in other communications

Branded content can be inexpensive to produce when compared to TV advertising, and the engagement is nearly always higher when a consumer spends 3-5 minutes with your brands.

I think that branded content will play a huge part in the future of online video, as it enables the publisher a much needed revenue stream and the advertiser the chance to have longer, deeper conversations with their customers.

[Via http://miketeevee.wordpress.com]

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