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.
What are some characteristics of an effective branded video production?
- Short and sweet
- Not self-promotional
- Tells a story
- Feels genuine and authentic
- Unique voice and point-of-view
When & how should I use branded video content?
Branded video content can serve a number of purposes, and generally is used to entertain or educate an audience. To start, these videos are a great way to get the attention of potential new customers on social media platforms or YouTube, because you’re not serving them a heavy handed sales pitch. Branded video content is also a great way to connect with a strong, core customer base by reminding them of your offerings and capabilities in an engaging way. TLDR, use branded videos when you want to building awareness and make connections with new and current customers. Consider using branded video content in a series format when you want to go more in-depth on a topic but still want to keep the individual videos short, as part of a PR campaign, or for ongoing social media engagement.
"Branded video content can be tricky. I felt I knew where we were with the video production at all times. Demo Duck provided great communication and kept on our tight timeline."
Carly Nartowicz, Amherst College
How does Demo Duck create a concept for a branded video production?
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.
More examples of branded video production
Lowe's: Buying Guide Animation
Geico: Branded Educational Series
Northwestern Mutual: Explainer Video Series
FAQs when it comes to branded video production
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, length, and usage, branded video content typically costs between $20,000-$30,000 (a big range, we know). 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 8-12 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.