This article explores the concept of branded content in video, detailing what it is, how it can be applied, and showcasing successful examples from well-known brands.
You’ve probably seen branded content in video format at some point. Some are even quite well-known, like those from Red Bull, which invests heavily in sports-related campaigns.
Or maybe, if you spend a lot of time on social media—like Instagram—you’ve seen videos from Netflix promoting a series or a highly anticipated new season.
This is called branded content. Have you noticed how creative, dynamic, deep, and reflective most of this type of content is? That's right. They are valuable for any business strategy.
If you want to better understand what branded content in video is and how to apply it to your company to improve your brand positioning, read on.
What is Branded Content
Branded content translates to "conteúdo de marca" in Portuguese. The goal is to produce valuable, relevant, and high-quality content for the audience.
Thus, the company doesn't focus on ads or sales that don’t generate credibility. Instead, it creates assertive content and brings relevant information that connects with its target audience, thereby reinforcing the brand’s positioning.
To effectively produce this type of content, it's essential to build a good storytelling. This is what many companies are doing, resulting in many satisfactory outcomes—telling big stories through videos that move people.
Now, let’s look at some great cases of branded content produced in videos.
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Best Branded Content Video Cases for Inspiration
Dove’s “Real Beauty” Sketches
The "Real Beauty" campaign video by Dove surely impacted thousands of women. It shows how they are very critical of their own appearance and how this bothers them.
The campaign is truly moving!
It features an artist drawing the portraits of several women. First, he draws based on the woman's self-description. Then, another woman describes her, and he draws a second portrait based on that description.
In the end, they see their different portraits and realize that the ones described by others were more beautiful, joyful, and showed more sympathy.
This demonstrated that the societal obsession with a standard image is harmful and nonsensical.
Dove addressed this issue sensitively and showed that it values all women and that each one has her own beauty.
Through this, Dove managed to strengthen its brand and get closer to its audience by delivering highly valuable content that touched them.
Always’ “Like a Girl” Campaign
Always consistently surprises with its content aimed at the female audience. One of its most successful cases is the "Like a Girl" campaign.
In this campaign, the company addressed the term "like a girl" to show how it is treated insensitively. In the video, men, women, and children were asked to act "like a girl": "fight like a girl," "run like a girl."
The demonstrations were as if the definition of acting like a woman was negative, implying they had no strength or were too delicate.
Many girls and women identified with the video. The success was so great that the brand won an Emmy Award in 2015.
Red Bull Campaigns
Red Bull is a brand that works hard on its branded content in a unique way. It invests heavily in campaigns aligned with extreme sports.
Even though most athletes don’t consume the energy drink, the company continues to use the strategy of sports and challenging practices in its brand content.
For instance, Red Bull organized an event with pilots in an air race. Throughout the event, the brand’s logo was prominently displayed on clothing, helmets, and airplanes.
The entire attraction is about pure adrenaline and adventure, conveying the message that the drink is pure energy and aims to "defy gravity."
Orange Is The New Black—Featuring Inês Brasil
To promote a highly anticipated season of the series "Orange Is The New Black," Netflix bet on creativity and made a special video featuring Inês Brasil.
Using a humorous tone, the video shows Inês and the inmate Piper talking in different cells.
The promotional campaign had significant reach within the first 15 hours, hitting 5 million views on Facebook alone. On YouTube, it surpassed 3 million views. Isn’t that incredible!?
How to Create Branded Content in Video
To create good branded content in video, you need to think about some actions and have well-defined strategies.
You may have noticed that major brands stood out because their video content was well-structured and well-planned, focusing on attracting the right audience, and as we’ve seen, the strategy worked and gained many admirers.
Now, to stand out just as well and create effective branded content, here are some tips for you to follow:
1. Connect with Your Audience
Use the social networks where your audience is constantly. And don’t forget to adjust the tone of voice, always communicating in a way that is close and understandable to your audience.
Have a unique language that reflects your brand’s essence but generates a connection with your target audience.
2. Create Your Persona
If you haven't defined your persona yet, it's good to start thinking about one. You can discover your persona using specific apps and websites.
After that, you can research what the main needs of this persona are. What content are they looking for? What are their doubts? With this, you can better direct your content and address these doubts.
3. Create Relevant Content That Moves
To achieve this, you need to understand your audience.
Then, create engaging content to capture your audience and evoke emotions.
The more people identify with your brand, the more they will engage. Engaging means they will share because your video made so much sense to them that they need others to see it too.
Think about it!
Time to Put Your Branded Content in Video into Practice
With a good strategy and a touch of creativity, your branded content will go far. After reading this article, I believe your company will create more assertive and relevant content for your audience.
Moreover, you can create more dynamic and high-quality video content that surpasses any other. All this, if you invest in a video production team.
If you need help from audiovisual and marketing experts, contact Bendita Filmes.
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