Branded Video / Social Videos
Digital influence in consumer behaviour. We have witnessed a sea of changes in the consumer behaviour. Today the collective power of internet is eclipsing the traditional channels, almost two out of three use smartphones to gain information about a brand or a product.
Most marketers accept and understand the fact that they need to maximize their online channels to make it easy for consumers to access the information about their brands.
what information to put on these channels is something worth discussing
the new different breed of tech savvy consumers, they are to be addressed differently. direct selling videos and traditional advertising does not work for them.
Brands need to create content that viewers want to engage with and don't consider it as advertising. The premise for Branded content is that you can't buy the consumer's time instead they have to give you their time.(and you wanted them to give you their time). For them to do that, Brands have to shift from selling to storytelling , prioritising on audience engagement through relevant and meaningful content which consumers are more likely to voluntarily seek out and consume .
This presents a major shift in the way brands use video, to tell inspirational educational, or entertaining stories as the main aim and selling as secondary indirect goal.
Branded content allows consumers to become acquainted with the brand values and helps building brand awareness and affinity. videos that aim to tell stories first and sell second can help brands gain a loyal, engaged audience. A community of customers and prospective customers that brands can engage ,interact and get feedback from.