The five most successful editorial driven branded video types

Creating video content for your brand is never a straightforward task. You may have some wonderfully creative and innovative ideas. However the brand's marketing or management team might be thinking a little more conservatively. Or conversely they may be totally focused on creating something that goes viral.

No matter what your ideas are, or the brand's expectations for that matter, there are now some fairly established templates for producing videos that should at least give you a base for coming up with ideas. These formats have been shown to work time and time again for brands not just in engaging with consumers on a brand's own website, but also on platforms like YouTube and social media networks like Facebook and Twitter.

1. The sneak preview - If your brand has a product that is soon to launch one sure-fire way of generating interest is to release a sneak preview video. Consumer electronics companies have been doing this for a while now - especially Samsung and Sony - and have seen interest in their launches rocket as their videos are embedded by users on blogs and social media sites. The idea is to give some information away but not too much. And to make the product look as sexy as possible, without actually ever showing it. It doesn't have to be a gadget or a phone for this to work. Any product - from new food to the launch of the magazine - will work well in this format. Car makers also do this well. Here is a very recent example from Mini.

2. The reveal/demo - Around five years ago bloggers began to upload footage to YouTube that they described as Unboxing Videos. These would show a person unpacking a new product literally showing viewers what was in the box and how the product worked. Here is a recent example which shows the Apple iPhone 5S. Many brands have taken this as a template by which to deliver videos that enable the viewer to see exactly which bits fit where and how to use the product they have just bought. Here is a good recent one from Microsoft. It is not that sophisticated but it gets the message across. If brands get these right they not only provide an invaluable resource to consumers who have just purchased their products, but they may also end up saving lot of time helping customers set up products via phone lines and the web.

3. Breaking videos up - I don't think it is being too unkind to suggest that in this age of viral videos consumers have relatively short attention spans. So you should always consider ways of breaking a branded video up. The listicles - pioneered by many media companies but brought to the fore by BuzzFeed - are often a good template for brands who need to get messages across in a quick and accessible fashion. An alternative is to take a concept and then create lots of short videos as opposed to a long one - which is what Ella's Kitchen has done reasonably successfully here.

4. The parody - One way of ensuring that branded videos are viewed is for the company to create a video that parodies one of the existing popular video formats. Sony has done this very recently with its video for the PlayStation 4 which parodies an Unboxing Video and features Shuhei Yoshida, president of Sony Worldwide Studios, giving a wink at the end. It also uses a similar setting to the Daft Punk video Random Access Memories Unboxed too. The video has been a huge hit and has been widely embedded on blogs and websites. Samsung also got together with bloggers to parody the Unboxing Video here.

5. The behind the scenes video - There is an endless ongoing discussion in marketing blogs and websites about ‘humanising brands' and how much companies should reveal of their culture and structure. For some brands taking the viewer behind the scenes at their company can deliver a compelling experience for the viewer and at the same time draw them closer to the brand. It is interesting to note that Instagram Video has become a favoured platform for these types of videos, especially in the US. Here are some examples.

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Posted by: The CMA

Posted in CMA blog
13thNov 2013

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