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 Just because the success of the 30 second spot is waning doesn’t mean heavily branded content is obsolete.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.
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.