Institutional or branded content? What’s the difference?AlexKB
The two communication tools have their own characteristics and must be used in accordance with the objectives of the brand at that time.
Before setting, let’s exercise. Come with me!
- A lunchbox company exclusively uses local products in its production and values lunchboxes of the right size, which have less waste due to the quantity offered.
Can you identify the values added to this brand?
Despite selling only lunchboxes, this company manages to bring debates about: local economy (since it uses only local products) and food waste (through the ideal portioning).
These values alone open up some possibilities for themes that can be converted into both a branded content and an institutional video.
Now: what is the difference between an institutional video and a branded content?
As you already understood what it is and what is the logic of creation, we explain to you the difference between the two.
The institutional video has as main objective to present the company itself, and should convey its mission, vision and values.
Meanwhile, branded content is the combination of advertising, information and entertainment. In Portuguese “brand content”, it aims to promote your brand without having to resort to the logic of traditional advertising.
Like any video, both require high dedication in the pre-production processes, that is, a survey of the arguments, script creation, review, casting, list of scene objects, locations and the like, everything that any other production of professional video requires. Therefore, the recommendation is that you look for professionals to carry out your project, they study hard to deliver quality materials and they will surely translate the values of your company and your audience in an effective way.
Want to check out some examples of these types of videos? Access www.movioca.com
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