Branded Video Content: A Digital Marketing Age

Story telling is constantly evolving. From oral history, to photographs, to black-and-white silent film, all the way to the countless mediums we have today.

Film is now one of the biggest and most popular mediums for the general masses to consume content.

People love going out to the movies, or staying in and watching Netflix from the comfort of their couch.

With consumers now accessing content from pretty much everywhere – their homes, the theaters, the bus – a new era of marketing has opened up for brands to reach potential demographics.

Shutterstock recently noted that production of big scale films is no longer restricted to L.A. or major entertainment companies alone.

In recent years, large brands have expanded their video content to actual films, or “branded films”. In trying to figure out modern ways to market, impressive companies like Red Bull, Miu Miu, and Intel have ceased to rely solely on advertising to raise brand awareness and shifted to informative, but extremely entertaining content.

These big brands understand the need to grow along with their target demographics and the ways they consume media in order to remain relevant. Red Bull is a strong example this, basically revolutionizing branded entertainment with the launch of their own media house which produces magazines, TV channels, and feature films. They’re producing content where their target audience looks to consume media relating to their interests – and Red Bull has aligned themselves with those interests.

As we mentioned above, Intel is also in the mix of modern media; they developed three films with their partner, Toshiba. The second film they produced together, The Beauty Inside, won a daytime Emmy. They’ve also collaborated with Dell on a film,What Lives Inside, that won multiple awards at the Cannes Lions International Advertising Festival. Clearly, these are no 2-minute sell-commercials.

Intel realized the need to move to more relevant media that would engage a younger audience when Toshiba realized its average customer was 45 years old, meaning they clearly were not reaching potential customers of the future.

What did they do? They switched lenses. Literally.

Modern audiences expect high production value with a strong social media push to engage brand awareness. By changing tactics and driving watchers towards a microsite, Intel and Dell reached younger viewers (average age of 23), and received over 200 million views worldwide.

So, what does this all teach us about digital marketing?

Yes, companies like Intel and Red Bull have big budgets for promotion, however, we can all take a lesson on the art of pivoting tactics when times change.

It can be difficult to come to terms with the fact that what you’re doing to raise product engagement – tactics that may have worked in the past – is no longer working; and without the right support of professionals behind you, it can be even harder to change directions (or lenses) in order to stay relevant today.



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