What exactly is Branded Content

Imagine you're sitting down to watch your favorite YouTuber, and instead of getting hit with a typical ad that screams "Buy this now!", you're treated to a short video that tells a captivating story. This story might make you laugh, tug at your heartstrings, or teach you something new, but subtly woven into the narrative is a brand. This, in a nutshell, is branded content. Increasingly, as brands are becoming more like lifestyle choices, this way of advertising is becoming more effective.

So how should you approach this? 

Well the focus is on creating something meaningful, entertaining, or informative that people actually want to watch and share. No easy task.

Here's a couple of real world examples….

The Rosewood Hotel in Central London collaborated with us to create The Geometry of Pie, a short documentary film that went behind the scenes at The Pie Room, one of London's most celebrated private dining venues. We focused on the story of Executive Chef Callum Franklin and the journey and triumph of his culinary creations. The goal was for the audience to come away feeling inspired and connected to the story, and by extension, more positively inclined towards the brand itself, The Rosewood Hotel Group. The film garnered a huge amount of interaction and caught the attention of Jamie Oliver, who shared it with his thousands of followers. The key to all this was engaging with the audience on a more genuine level, thereby enhancing the real-world value and experience with the Rosewood Group.

Rosewood Group | Geometry of Pie

In our second example, we collaborated with Fiverr, a multinational platform that connects freelancers, and the hugely successful YouTuber/entrepreneur, James Hoffman. The idea was to create a video series titled 'I Remade Brad Pitt's Coffee Commercial', which would be featured on James’s channel. In this series, he would attempt to recreate the Brad Pitt De’Longhi coffee commercial using a film and production crew sourced from Fiverr’s platform. While keeping Fiverr’s involvement to a few mentions, we focused on the fun aspects of making the commercial, as well as the trials and tribulations accompanying creative filmmaking. The final videos not only offered insights but also entertained, all in James’s signature style, reaching his 2 million subscribers.

Fiverr/James Hoffmann | I remade Brad Pitt's Coffee Commercial

These two examples illustrate very different approaches to creating branded content videos, and of course, the possibilities are not limited to just these. Many brands now opt for this style of advertising in their strategy, including Land Rover, Lego, Facebook, and more.

The advantages of branded content….

Building brand trust and loyalty

Humans are hardwired to love stories; we connect with them on an emotional level. Branded content videos leverage storytelling to create an emotional connection with the audience. By showcasing real-life stories, challenges, triumphs, or even everyday insights that people can relate to, brands become more than just providers of products or services; they become relatable entities that understand and share the lifestyle and experiences of their audience. This emotional connection is foundational for trust.

A natural fit on social media platforms

Social media thrives on content that engages, entertains, and informs. Branded content videos are designed to do exactly that, offering stories and experiences that resonate with viewers. This match ensures that branded videos are more likely to be watched, liked, and shared, amplifying the brand's reach. Social media platforms offer sophisticated targeting tools that allow brands to deliver their content to precisely the right audience. This ensures that branded content videos reach viewers who are most likely to be interested in what they have to say. A key strength of social media is the ability for content to be shared widely, potentially going viral. Branded content videos that strike the right chord with audiences can be shared across networks, exponentially increasing the brand's visibility. This shareability is a powerful tool for brands looking to expand their reach and impact. Its natural fit enhances the content's effectiveness and provides brands a powerful way to connect with their audience, build communities, and achieve their marketing objectives organically and impactfully.

Cost-effectiveness of branded content videos

Branded content videos on social media platforms stand out as a cost-effective marketing strategy due to their ability to precisely target desired audiences and maximize budget efficiency. These videos leverage organic engagement and shareability to extend reach without additional spending, while their adaptability across multiple platforms amplifies exposure at minimal extra cost. Additionally, direct consumer interaction offers real-time insights for strategy optimization, and detailed analytics enable precise measurement of outcomes, making branded content videos an economically smart choice for sustained brand awareness and engagement.

Endless creative possibilities

Branded content videos offer an expansive canvas for creativity, allowing brands to engage audiences through narrative storytelling, interactive experiences, and behind-the-scenes insights. Collaborations with influencers and involvement in social causes or cultural moments further amplify relevance and reach. By adopting serialized content, brands encourage ongoing viewer engagement, fostering a loyal audience. These diverse and innovative approaches not only elevate the brand's narrative but also create deep, meaningful connections with viewers, showcasing the brand's unique identity and values in a crowded digital space.

Fiverr | Fiverr x Bukayo Saka

Branded content videos stand as a cornerstone in engaging modern audiences and forging a robust, trustworthy brand image, leveraging the innate power of storytelling, authenticity, and value provision. These videos transcend traditional advertising, creating deep, emotional connections through narratives that resonate with viewers' values and interests. Authenticity is key; genuine content fosters trust, paving the way for lasting loyalty. They excel in delivering value beyond mere product promotion—whether through entertainment, information, or inspiration—positioning the brand as a meaningful contributor to the consumer's life. Their adaptability and share ability across digital platforms further amplify their impact, making branded content videos an indispensable tool for brands aiming to captivate and maintain relevance in the digital age.

Need a little help getting started with your Branded Video Content? Get in touch with the team at Lightmill to help you create a video for your brand.