Who Says Your Brand Can’t Star in Branded Social Video?


We all know it’s difficult to reach consumers with traditional ads in this incredibly fragmented media landscape. Brands need to make deeper emotional connections to break through and engage with consumers where they live: online. Enter Branded Social Video.

These pieces don’t make it their goal to interrupt what consumers are watching, nor is their goal to be all that consumers are watching for a duration. Instead, their goal is to get added to the YouTube play queue and watched between funny cat videos and the week’s greatest fails.

Two of the biggest names in this game are Lyft and GoPro. Virality may be a dirty word in the world of brand marketers, but these brands have achieved that and more: they’ve proven that short-form entertainment that has a brand in the foreground works, so long as authentic entertainment isn’t outweighed by inauthentic advertising.

This is a big deal in a time when people are running at full-tilt from the notion that having brands in the foreground is wrong for branded content, but the proof is in the views. Videos like Google’s "Code it Possible: Natarajan's journey begins" and Castrol’s “Titanium Ice” have over 20 million combined views. They are short, easily consumable, and most of all, compelling to watch because of product incorporation, not in spite of it.

Keeping the “brand” in branded video has merit. Just because the success of the 30 second spot is waning doesn’t mean heavily branded content is obsolete. It also doesn’t mean that you must become a full-blown movie studio to compete in the new media market. There is a middle ground, and more and more brands are finding it.

 

46% of Consumers Confirm They Made a Purchase After Watching a Branded Social Video:

The diverse and complex social video market is growing rapidly, and focusing on a segmented digital market is the key to keeping up with that growth, according to independent research commissioned by Brightcove. Highlights of the report include the findings that consumers spend around 6 hours per week watching video content on social media networks, 74% of consumers said there was a connection between watching a video on social media and their purchasing decision-making process, and 46% of consumers have actually made a purchase because of watching a brand video on social media. For those stuck in the old TV model, the lesson is that reach doesn’t equal sales impact, as demonstrated by these findings. To get in on the results, brands need a multi-platform video strategy.

 

Tommy John, Kevin Hart and Preacher collaborate for ‘Morning Briefing’ on men’s underwear:

Kevin Hart partnered with Tom Patterson (CEO/Founder, Tommy John) last year to invest in and endorse Tommy John underwear. A year later, they’ve begun releasing a YouTube series titled “Kevin Hart’s Morning Briefing” – a miniseries that highlights the problems men have with their underwear, delivered in the patented Kevin Hart comedy style. The content itself was a collaborative effort between Tommy John’s creative team, Kevin Hart’s Hartbeat Productions, and Preacher, an agency out of Austin, Texas.

 

Fast Furious 8 Uses AR Technology In Stunts, Sets New Standard For Film Making:

Castrol partnered with the Fast & Furious franchise to create an engaging video with layered concepts that incorporate AR and a fast car. The video features a supercharged Jaguar F-type bearing the Castrol logo. It is driven around by stunt driver Debbie Evans, who is shown wearing an AR headset that makes it appear to her and the viewer that a grouping of obstacles she must drive around emerge out of a frozen lake. Experts from UNIT9 were consulted to develop an AR headset that the driver could wear. The end result is a high-action driving experience that implements stunts and themes from the Fast & Furious franchise.

 

Xfinity Pranked a Couple of Fast and Furious Superfans With This Crazy, Fiery Surprise Stunt Drive:

In an experience put together with Xfinity and the Fast & Furious franchise, two unsuspecting moviegoer/passengers are catapulted from watching a screening of the latest F&F film to being a part of it. The two participants thought they’d be watching a movie “Drive-In” style, but instead were driven by professionals onto a closed stunt course where they experienced the thrill f