What is branded video content and why use it?

Branded video content is a way of advancing a specific message or mission while keeping your company in the background. Branded video content should be authentic, entertaining, usually under 60 seconds, and target your core audience.

Unlike traditional advertisements, branded videos don’t sell anything, in fact, most of this content doesn’t even mention the brand at all. Instead, branded video content helps humanize your business by connecting to viewers emotionally and strengthening your brand voice.

video funnel

When & how should I use branded video content?

Branded video content is usually a great next step once you’ve grown a strong, core customer base and people are generally aware of your organization. Branded videos are great for building awareness and making connections with your customers. Consider using them as part of a PR campaign and for ongoing social media engagement.

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I felt I knew where we were with the project at all times. Demo Duck provided great communication and kept on our tight timeline.
lowes branded video production

What are some characteristics a great piece of branded video content?

  • Short and sweet
  • Not self-promotional
  • Tells a story
  • Feels genuine and authentic
  • Unique voice and point-of-view

How does Demo Duck create a concept for branded video content?

Demo Duck creates a concept for banded video content by first fully understanding the message we’re conveying and why it’s important to your audience. If the topic we’re exploring has been discussed in your blog, industry publications, or other videos, we’ll dive in head first to fully comprehend the content.

From there, we’ll find engaging ways to package that message, whether it’s simple or complex, into the right concept so that it better connects with your target audience. We also take into consideration where the branded video content will be distributed so that we can properly create certain production and design elements for the project.

How do you measure success branded video content?

Measuring success for branded content is reflected in high level marketing metrics. Since this isn’t a piece of sales material meant to drive conversions, it is better to think about the overall impressions. In the video world, these figures include views, comments, and social shares.

How much does branded content cost?

Depending on the style, branded video content typically costs between $15,000-$30,000. However, that cost increases if a long-term video campaign is part of the content strategy. That was the case for the year-long social campaign we completed with Blue Cross Blue Shield titled Kids Got it Covered.

How long does branded content take 
to create?

A branded video production usually takes 6-12 weeks. We often strategize for, and recommend, branded content campaigns that are easy to develop and build on over the long term. This may include gathering all of the live action video footage in a few days and editing that content for use in 10 separate videos, or cutting varying lengths of the same video to be used across different outlets.

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Laura Irons
Business Development