To keep track of all things branded content I (like many) have google send me alerts about the latest things being said both across blogs and industry publications. There’s been a lot of good press lately — like last week’s study that found the majority of marketers now believe branded content to be more effective than pretty much every other model out there. That’s reassuring.
However, more often than not I am also sent “branded content” alerts that take me to example industry work which just make me cringe. Most of you branded content advocates out there know what I mean. I call them long form commercials. Or “viral video” attempts. The worst culprits are those releases that feature not one long form commercial or “viral video”, but a series of long form commercials and “viral videos”. Each blatantly about a product, in a not too subtle way. And then on top of that, the production value usually doesn’t equal that of a beautifully executed commercial. And definitely not the acting! Or maybe the poor acting is just more noticeable when dragged out?
Okay, I’m not going to drag this out and say anymore. Nor am I going to point out specific examples (although luxury brands tend to be particularly guilty. Why is that?) My point is, there needs to be a better way to define what branded content is versus just more straight advertising with a different mask on.
In my own experience (and mistakes) in creating branded content for clients over the years, there are four key elements that turn a straight ad into branded content:
1. The audience comes first
If you or your client can’t get your head around this then just stop what you’re doing and create a 30 second spot, a banner ad, a print ad, etc. Your money is better spent. The point of doing branded content is to earn your audiences attention, not interrupt them. The best way to do this is to give them what they want — something entertaining, something informative or educational, something fun to play with, or whatever gives value to the audience you are trying to reach. Messages don’t give value to your audience. In fact, less and less people even see those messages so they give them nothing. Nada. So first step: think about what the people you are trying to reach might need in their lives and start from there.
2. Long-term mindset vs short-term win
The fact that the brand doesn’t come first means that you need to stick around for a while and actually get to know the audience you are connecting with. Just like any good salesman, you don’t jump into a room and start handing out cards. You first have to know what people are about and what they are interested in. Sure there might be a couple people who notice you and come up to you and want your card right away, but most need to see what you’re all about first. In other words, the best branded content is going to thrive if it has an outlook and plan beyond a three month campaign. Whether is be entertaining content or an online game or app, you need to plan for the longer haul and communicate with that audience just like normal people communicate on the web. And not in marketing speak either.
3. Getting the brand to content ratio right
Once you can get beyond point one and two, the next step is to figure out how the brand fits into the content you are creating. That’s a creative challenge that is dependent on who that audience is and how much value you are giving (and how quickly). Too little value before you start talking about your brand may scare people away. But on the other hand, if you show great value right from the start most won’t mind that it comes from a brand. And from an audience’s perspective, some audiences are more open to branding than others. So think about who you’re talking to as well.
4. Not just about product placement
Another key thing to remember is that online content doesn’t very often stand alone on a screen. Content is surrounded by more content. So you may create content for an audience that has no branding at all, but it is intertwined with other content (games, promotions, contests, polls) that has your brand intimately involved. Branded content isn’t just about figuring out when your product should show up in that totally hilarious video you’re making, or whether the spaceships in that online game your making should all sport your logo. It’s about the brand creating an environment of great social content that then allows the brand to play in and out in a number of ways. Maybe sometime be the spaceship. But also maybe sometimes be the guy that comes in and has a fun contest to get people more involved, or gets them access to even more content.
There isn’t one type of branded content out there. Nor is there one example that works better than others. There is also nothing wrong with a great straight TV spot or print ad — I’m always happy to see one done well. My rule of thumb is that it’s always best to be yourself then to pretend to be someone else. That’s true when you’re a brand as well.
