-Hi today we're going to be talking about branded content and how you get your
video seen by your target market. In a world where 90% of people skip ads and over...
-650 million devices have ad-blocking software installed.
-So we're going to be talking about how you get people to stop and watch your content so
Nina, who knows all the stats is our Marketing manager at Skylark and this is
James who's our Creative Director and I'm Jo, I run the company.
-How would I define branded content? I would say it is -- it is a form of
video marketing but it's a piece of work which is kind of made to
entertain the viewer and not just bombard them with information about
your product or your service. So for example most of the Christmas ads that
you see from the likes of John Lewis, M&S are branded content. You wouldn't
actually see a company logo or a product until the end or maybe not at all.
-I would add that branded content is very much story driven. They place narrative
and audience engagement above, you know, the brand itself, the product itself as well.
-How do you go about if a brand comes to you and says you know hey this
sounds like a good idea how do I start? -Yeah so -- as you said it's
about the going deeper beneath the surface of a brand or a company so
you're thinking about what how would you want people to feel when they
watch your video and what kind of feelings you want them to associate
with your brand, trying to identify who your audience are and what you want them
to take away. And if you think about Iceland who kind of acquired Greenpeace's
palm oil orangutan film, Iceland are aligning themselves with an
environmental message rather than going "in store now 50% off all of our products!"
And so now that message which has gone completely viral
and is suddenly making people think twice about what they're buying, that's
synonymous with Iceland and it makes them a trustworthy brand.
-It could be controversial saying this but it's pretty cool now in a way, we live
in an era where people are, you know, wanting to align themselves as you say
with social or political sort of good and so on, but the key here is really
authenticity as well because it can backfire. One famous example is probably
Pepsi utilizing Kendall Jenner in that sort of
MeToo protest, was it MeToo or protesting advert? and it just didn't
seem real whatsoever.
-It was clearly faked, the whole thing was clearly faked
and yet when they get it right, like This Girl Can, you know,
the lovely way that that is portrayed does absolute wonders. So cost-wise, most
of the cost is going to be at the front end in the whole,
-The development
-Creativity, behind actually what you're going to go ahead and film, and you could still actually
make a branded content video on your phone.
-Yeah I mean in terms of
the creative it doesn't have to be this fantastic kind of cinematic production.
Android, they had enormous success with their Friends Furever campaign on
YouTube a couple years ago and that was just - they just acquired a lot of YouTube
footage that already existed of really cute animals who were best friends and
there that was phone footage and they made a campaign of it and it got
millions of views.
-Brands who advertise on Facebook have seen engagement jump up
by up to 30% through branded content, you're also -- viewers
who view branded content on mobile are actually more likely to sort of
be swayed by that too, and I think why is that then? I think it's because we are in
an age where there's so much choice really for advertisers. Digital,
television, different formats whatsoever and it's saturated, so there is a real
race now to obviously produce the most unique original content out there.
-And it's not salesy, I think we were all a bit over that, you know it's not
that kind of like "see this product you can buy it!"
-What I find interesting is that people are seeking out advertising in the form
of branded content, so they'll watch something that they really genuinely
enjoyed, and then they might visit the channel of Toyota or Hyundai or KFC or
whatever it might be and go through and watch -- more of their stuff
because they enjoyed it so much. So, in a world where people
are trying to avoid advertising, you've also got those other people which are
willingly seeking it out and that's because they're seeking out
entertainment, they're seeking out stories and they're seeking out a kind of
emotional engagement with something that they are actually finding in branded content.
-Do you think that branded content is really only for established brands?
-I think it's very brave for a start-up to do branded content. But if you were to,
I think the first ever Apple ad wasn't a straight down the line
"here is our computer" campaign it was still a kind of 'ethos' ad. So I think it's possible.
-So just to wrap it up then, thank you very much for your
interesting insights into branded content. The days of the straight down
the line corporate video are dwindling. There still might be a need if you're,
you know, if you desperately need to show exactly what your product does but there
are so many other ways now that you can bring your message to your audience.
Whether it's a webisode, whether it's a documentary, whether it's a film about
your campaign for social good. So branded video can be so many things and it's
likely to get better engagement with your audience.
Thank you, and we'll see you next time!
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