With people tuning in their favorite television programs, podcasts, radio shows, soap operas, TV series, etc., companies are looking to these show developers to advertise and market their products and services in the most subtle ways. With branded entertainment, your brand story is told alongside a TV series, radio shows, podcasts, movies, etc.
That way, your product is brought before an audience that can become happy customers later if all goes well. The storyline, effects, theme, setting, plot, and every other thing put into the show's development all portray your product/service in a light that makes it compelling and relevant to the audience. The primary goal of branded entertainment is to have audiences watch and interact with your products or services just as they would while seeing a movie or listening to a radio program. As more people now prefer using ad-free platforms, traditional advertising, as a style, is fading away hence making way for branded entertainment.
Part 1: What is Branded Entertainment?
First off, what is Branded Entertainment?
In its broadest form, branded entertainment is a marketing strategy that seeks to align a brand ad with suitable video or audio content, thereby subtly placing the brand's products or services before an audience. Branded entertainment is different from the traditional and cliche form of advertising in which people may not necessarily want to see an ad but have to. In this form of advertising, audiences can engage and interact with a product or service as they would when visiting their favorite movies or listening to a talk show. The brunt of the work in creating relevant and catchy brand entertainment content lies in closing the thin line between advertisement and entertainment. Creators of branded entertainment content have to develop great content that people would love to watch and then find a way to insert their product or service into the story. The benefits of such entertainment, especially in the business world of today, cannot be overemphasized. With people using ad-blockers and switching to ad-free sites, it is no surprise that this term has come to gain relevance in our time. Brand marketers can now use it to keep their brands in front of their audiences, generate product and service demand, reinforce their brand stories, build and maintain trust while also keeping their audience engaged.
Let's now consider some successful branded entertainment examples.
Part 2: Best Branded Entertainment Examples to Learn from
This section would highlight some relevant branded entertainment examples out there that can serve as a guide in creating compelling yet non-blatant content:
Ok Go and Honda
Ok Go- a music video loved by audiences for its engaging choreography style has blended well with Honda. Honda has remained humble by not allowing its brand story to overshadow the music performance style of Ok Go. This delicate blend of creativity has kept audiences appreciating the two groups.
Taylor Swift and Amex
It is somewhat difficult to tell who's the promoter and the promoted in this brand entertainment video. The audiences would appreciate and enjoy exclusive insights that have been shared; while the brand itself enjoys customer engagement and patronage.
Vogue Magazine and Celebrities
With Vogue's "73 Questions with ...," "Behind the Scenes," and "Interview with ..." video series, you can see high audience engagement and interaction as they love what they watch but subtly buy into the magazine without even knowing it.
The Lego Group and Warner Bros. Pictures
Lego has taken its brand a step further and higher by using branded entertainment in movies. This way, they've been able to broaden their product scope and advertise their brand without necessarily shoving it in the consumers' faces.
Rovio Animation & Sony Pictures Imageworks
Rovio Animation and Sony Pictures Imageworks have used movies to advertise their different products and tell their brand stories in the most subtle ways. The two companies have made solid and compelling ads that can drive consumer engagement, interaction, and conversion using creative animations.
Part 3: Best Branded Entertainment Tips
Make your branded entertainment outstanding, engaging, and compelling with these few tips:
Here is not the place and time to start doing a lot of storytelling with words; tap into the power of animations, transitions, effects, videography, and imagery to bring your branded entertainment to life. This is because visuals tend to commit more to memory than words would. Remember, the goal is to remain in the minds of your audience long enough to make them customers.
Don't make your branded entertainment content dull! Revitalize it with emotions. It must not necessarily be tears or sniffs; your content should connect with your audience and elicit strong emotions such as joy, pain, surprise, anger, whatever the case may be. It is these emotions that would serve as a call to action for them!
With lots of content actively competing for consumers' attention, it is pertinent to create entertaining brand content because you don't want to bore your audience and soon-to-be customers. Your content must be original, interactive, engaging, and captivating.
With the world of branded entertainment significantly growing, it is vital to try different options in your brand marketing strategy. Your entertainment content can range from videos to audios, podcasts, TV series, apps, etc. Just be sure you're growing with this new world; don't be stifled!
There's now a growing need more than ever for people, including companies and organizations, to be charitable in their actions, even in business. Research has shown that this generation tends to associate with and support brands that fight for a just cause in the world; don't be left out. Your content development strategy highlights your critical goals as they resonate with world peace and development.
Ensure that your branded entertainment content is unique to you and the brand you represent. As a brand promoter, do not fall into the trap of mediocrity by copying another brand's entertainment strategy. Remember that your goals and visions are different, and so should your content be.
Part 4: Best Video Maker to Make Branded Entertainment Videos
Filmii from Wondershare is an amazing full-featured video editing studio with which you can create stunning branded entertainment videos for different purposes. With Filmii, branded entertainment content creators pride themselves on being able to produce high-quality videos. Filmii allows you to crop, trim, stabilize, rotate, reverse videos, edit the background, enhance audio quality using its in-built audio enhancer, etc. With many different built-in editable templates, video creation and editing are no big tasks. You can apply various filters, effects, transitions, and overlays to your videos. Employing its motion elements and stickers, you can get creative and develop entertainment videos in different aspect ratios. There's also an extensive stock media library you can use to finetune your video. Here's the wrap: you don't need any previous techie expertise to use Filmii for videos.
- Motion compensation
- Social media presets
- Royalty-free stock media library
- Audio enhancer
- Editable built-in templates
Hence, branded entertainment is not for a reserved few, especially if you want to succeed in modern business advertising. Now, follow the tips mentioned in this article while using the branded entertainment examples as guides to create yours.