A branded content video is designed more to “get the word out” than to sell. The idea is to make an emotional connection with your target audience. Picture the iconic ad campaigns for brands like Nike or Apple – corporations that excel in the field. Branded content videos are short, engaging, and work as a first impression for your company. Think of it like a first date – branded content videos should grab attention, be compelling, and leave them wanting more!
A branded content video should raise awareness of your company and tell a brand story. Unlike an explainer or sales video, brand videos focus less on features and benefits. The goal is to establish an authentic connection and stir the emotions of your target audience.
It’s often the first step of a sales funnel, provoking curiosity to investigate deeper – perhaps leading to an explainer video. A well made branded video can do more for your company’s profile than any other form of marketing.
Video makes up 80% of online consumption. Most web apps are programmed to favor video content, and branded video is specifically created to take advantage of this.
In fact, much of what goes into what makes branded content video successful has been tailored from social media analysis. A good marketing strategy will include utilizing the video on a landing page as well as sharing and promoting it on social media.