We explain how branded content can help your company improve the relationship with your audienceTaisa
Do you know what branded content is and how it can be a differentiator within your marketing strategy?
“Branded content”, or in Portuguese “branded content”, is entertainment and information content produced by a company with the aim of promoting its brand without having to resort to the logic of traditional advertising.
How do I know if my brand has the potential to create branded content?
Every brand has content, let’s start there. It can be its history, its values, its mission or its objectives: there is no rule for Branded Content, it can be produced in the most diverse ways and in the most diverse formats. What differentiates good branded content from others is the relevance of the content and the quality of it. When the public offers his consumption time, nothing more just than its content also gives him something of value.
Nowadays, brands are betting on two pillars: content production and getting closer to their target audience – and when producing branded content, you need to be aware of the needs of those who assist you and the positive points that unite company and customer. Producing content that differs a lot from who your customer is can be a shot in the foot, but always try to break expectations and offer people something innovative, that arouses curiosity and interest that adds value to the service or product you offer.
How to add value to my brand?
In addition to the factual characteristics about your service or product, values that can be added to your brand relate to the understanding of the world, collective awareness and positioning. Now get ready for an exercise.
Can you identify the added values of your brand?
Offer products or services, your company can bring debates on the most diverse topics. These values alone already open up some possibilities that this company could convert to branded content, such as a series for Youtube or a short.
Branded content: how to do it?
The tip is: always be original. Get inspired, study references, understand your audience and then create your branded content. Here are some examples to further clarify your ideas:
In 2001 BMW produced a series of short films starring Clive Owen as a private driver cast for exciting missions – in these videos, the car used by the protagonist is a BMW: an action short, without direct reference to the brand in the script.
In 2016, 14 years after the release of the last short, BMW released yet another video of the miniseries, this time starring Vera Farmiga, Jon Bernthal and Dakota Fanning, alongside driver Clive Owen again.
- Antárctica Beer
On its YouTube channel, the beer Antarctica, which calls itself “the good one”, produces humorous and entertaining videos for those subscribed to the profile. There you can find web series, sketches and entertainment videos produced for an audience that likes comedy, starring comedians like Hélio de la Peña, Eduardo Sterblitch and Rafael Portugal.
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