A new way of branded video marketing
One of the reasons for branded video marketing’s growing success in the last years is its creativity, originality and adaptability.
Hiring a creator to make a piece of one off content, wrapping the brand message in a video that audiences love, has proven to win favour with brands, creators and target customers alike.
The format prevails today and is driving some of the highest conversion rates in digital marketing.
However, we are also starting to see the emergence of some new formats when it comes to brand sponsorships, partnerships and collaborations which if nurtured right might prove equally worthwhile.
Instead of sponsoring creators to make a one off video there is a growing trend of brands sponsoring YouTube series, whether an individual episode in a content series or the entire series.
The selection of social media creators producing this new wave of content on the platform are seeing exponential success in terms of views and engagements.
The branding on the series is usually subtle, with a nod to the brand at the beginning and a brief explanation of the product before the episode begins. Often the majority of the video is not related to the brand.
However, brands are being rewarded with significant reach, often more reach than a #ad video.
One pioneering creator in this field is Shane Dawson, or by his YouTube alias, shane.
His new documentary vlogging videos are gaining millions of views and prompting dedicated video reactions from other creators on the platform.
Episodes in his latest two series featuring fellow YouTubers Jeffree Star and Jake Paul respectively generated up to 27M views each.
Many of the episodes were sponsored including this one by online counselling service BetterHelp.
Although shane has done more traditional brand collaborations in the past, the views on this format far outweigh his previous efforts.
And he’s not the only one.
Interior design focused channel Mr. Kate, which features several series, either redecorating viewers homes, other YouTubers or the channel presenter’s house, has also done a lot with the format.
For instance in one series, Office Goals On The Road, brand Staples sponsored the entire series with Mr. Kate giving a shout out to the brand at the beginning of each episode, linking them in the description box and mostly utilizing Staples office supplies in the rooms they decorated.
In this format the brand takes more of a back seat to the content than would usually be the case in a dedicated brand video, with the audience tuning in for the video rather than with the first goal of learning about the brand or product or even the creator’s opinion on it.
The brand is essentially enabling the content the viewer wants to watch and while it seems undeniable facilitating such audience-centric content goes down well with both those who watch and those who create it and as a consequence most definitely raises the brand profile and awareness, the true test of this emerging format for brands will be whether these extra views and engagements convert to drive sales.
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