Video content, as we’ve seen, has continued to be utilized as a tool to communicate messaging objectives through web-based and social media platforms. We’ve come to learn that it isn’t enough for companies to rely on traditional marketing tactics anymore. Many brands are searching for new ways to innovate their content marketing strategy and strive to connect with their audience in a heart-felt way. One solution that we’ve noticed trending is brand sponsored creative content.
Brands are investing in collaborative efforts between key influencers, brand ambassadors, publishers, and so on to help tell their stories. They’re digging deeper into what people care about in their daily lives, and how they can be apart of those moments, and how they can ignite some sort of change. Finding out what your audience is receptive to, what those feelings and emotions trigger, will help you figure out how to create content that will grab their attention.
A brand leading the outdoor industry in producing this type of creative content is Patagonia. The documentaries they’ve produced over the last few years have a couple key components that make it stand out amongst the competition. For starters, they have a mission-based culture that supports their long-lasting values of outdoor sports and environmental activism. They are able to reinforce their social responsibility by telling these different stories, uncovering social problems, and seeking ways to improve them. It not only builds trust and brand loyalty, but it is building a community around cause.
Another key component is having a deep-rooted and strong relationship with non-profits. Being interconnected with organizations that are actively improving and making changes in the world shows that your company is also taking action to directly support their efforts. You’re able to reach people on a deeper level and build a relationship with them because you know what is important to them. You’re taking out any traditional type advertising and brand promotion, and focusing on what really matters. Social good.
Probably the biggest piece to creating “branded” documentaries is having a compelling and authentic narrative. Subjects that are sharing their stories, their passions, and their goals are showing “everyday” life and the feelings and moments that we can all relate to. Through these narratives, brands are building a personal and emotional connection with their audience. The brand is identifying with these people and it makes them more approachable. These subjects are people that are living the brand lifestyle and exemplify what the brand stands for in their own unique ways.
Having these combined elements to produce creative content can impact the way that your brand is seen. You’re reaching your audience on a deeper level, reinforcing your social responsibility, supporting local efforts, and igniting a call to action. Creative content is a powerful resource for brands to implement in the marketing strategy. It can make all the difference.
Author: Ellen Crossley
Photo: Alvaro Araujo Alcalde