What is Branded Video Content?

what is branded video content

Zoe Winther, founder of Pickford Media, talks branded video content – a massive trend that is continuing well into 2017.

In the video, Zoe covers:

  • Branded content is a different type of advertising to the traditional TV and online ads we’re used to.
  • Branded video content is more about the soft sell – it’s often relatable, funny and shareable.
  • Branded content is story-based, and generally tells a story using the product being advertised. A great example of this is Dove’s ‘Real Beauty’ series; they are incredibly emotional and relatable, and we really only discover the video is an ad at the very end.
    Dove Real Beauty Sketches

    Dove’s Real Beauty sketches campaign explored the difference in how we perceive ourselves compared to how others perceive us. (SPOILER: We’re a lot harder on ourselves than on other people!)

  • Branded videos usually work in one of two ways: more broadly relatable, which are often funny and ‘edgy’, or on the flip side aimed at a very specific targeted audience.
  • One of the main things to consider with branded video content is hitting the right tone. You must understand your audience and who you’re targeting. Remember Stoner Sloth? It just didn’t hit the mark it was trying to and became the target of thousands of jokes online.
    Stoner Sloth branded video content missed the mark

    The Aus Govt’s ‘Stoner Sloth’ campaign is a perfect example of branded video content missing the mark by not fully understanding their target audience. In a somewhat ironic twist, Stoner Sloth became the target of merciless memes online created by the ad’s own target audience.

  • We’re going to see brands putting out more and more of this high production values, sleek branded content as audiences get more and more savvy and not wanting to be directly ‘sold’ to.

Hopefully this has made branded content a little clearer! Thank you for watching, and please subscribe if you’re interested in more video tips and explainers.

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Zoe Winther

Zoe Winther founded Pickford Media after being inspired by her work with The League of Extraordinary Women, the Society for Women in Information Technology, the RMIT Womyn's Room, and Business Chicks. Being surrounded by entrepreneurial women at the League every day, it was only a matter of time before her casual freelance work was to turn to her full time business. Zoe is an RMIT University graduate with a bachelor of communications, and has expanded her study into IT. Zoe has crewed on a number of television shows and film sets, with credits operating the camera, directing, script supervising, art direction and production design, craft services, unit managing and clapping the slate. She has also produced and hosted radio programs on SYN and RRR. Zoe is addicted to podcasts and has a constant backlog of webinars about to expire she endeavours to watch.

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