Branded Entertainment: The Future of Marketing?
We live in a fast-paced, truly digital world. The internet and social media have transformed the way we interact and engage with the world around us, forcing consumers and brands to communicate in ways that would have seemed impossible a decade ago.
However, as our lives become more interwoven with online media , the world of advertising and branding has never been more challenging. Every day, consumers are bombarded with advertisements. From the traditional methods like television and magazines to display advertising on websites and sponsored posts on social media, it is impossible to escape.
As consumers become increasingly disengaged with advertising, it has led to companies to find new creative directions when promoting their products. Branded entertainment is now one of the most effective methods of marketing, giving businesses a powerful way of promoting their products through authentic and genuine content.
What is branded entertainment?
Although forms of branded entertainment date back to the 1930s, when personal care and hygiene product specialists Proctor and Gamble produced a short series of radio dramas, the advancement of modern technology has given companies the ability to create engaging content.
This evolving technology has meant the delivery of branded entertainment has changed significantly too. At its core, though, it is the process of seamlessly inserting a brand into some form of entertainment in a way that it does not appear as an immediately obvious sales pitch. In this digital world we live in, branded entertainment can be utilized in a range of entertaining forms, including podcasts, videos, live shows, and television series
In this advertisement saturated environment, the overarching goal of branded entertainment is to create compelling content that an audience wants to watch because it is exciting, not because they have to. Equally, it allows businesses to utilize the content in an ecosystem outside of their traditional channels, helping them to reach people not already indoctrinated by their brand.
Branded entertainment and product placement are not the same...
Branded entertainment and product placement are not the same thing. While product placement can be a useful marketing tool, seeing the item featured prominently as part of a wider narrative, branded entertainment sees the product become the feature, helping to create more compelling and authentic content .
That means rather than simply being another accessory within the video, branded entertainment sees the products seamlessly blend with the storyline, showcasing the lifestyle of the client avatar and allows the viewers to place themselves in the shoes of the protagonists. This means that the viewers do not necessarily realize that the product is being advertised; instead, seeing it as an authentic part of the video.
While it is a highly effective method of marketing to all demographics, branded entertainment is most warmly perceived by millennials and younger. These generations are the first to have grown up in the digital realm, meaning they have a general distrust towards traditional methods of advertising, with 84% admitting they do not view or listen to them when they appear.
This means that utilizing branded entertainment is a far more effective method of engaging the younger audience. This is only going to become more commonplace, too, as the number of digitally-engaged consumers grows.
What about content marketing?
When it comes to branded entertainment, another common question that many businesses wonder is how it compares to content marketing. Both are an essential way of engaging customers, and while they follow very similar methods of production, they do have major differences.
Content marketing helps to indirectly raise consumer interest and increase brand awareness, but it often contains no direct link to a company’s products or services. For example, writing a compelling blog on your website or utilizing a meme on your social channels might mean you go viral (think about how many companies jumped on the Dolly Parton Challenge earlier this year), but overall product awareness will remain low.
On the other hand, branded entertainment places the products at the core and allows companies to demonstrate to their viewers that they share the same beliefs. Utilizing engaging video or content creation that people will enjoy and choose to watch can help your businesses stand out from the crowd and attract more customers.
What are the benefits of branded entertainment?
There can be no denying branded entertainment is a powerful marketing tool.The entire process is based on creating compelling content, rather than explicitly trying to sell a product, allowing businesses to produce more engaging content. There are a number of benefits that utilizing branded entertainment can provide your business,with some of the most significant including:
- Reach more people
One of the most significant benefits of branded entertainment is that it can help you to reach a far larger audience. As many people have now become immune to advertisements, they are less likely to click or engage with banner ads or paid social content. However, branded entertainment is more likely to resonate with viewers, ensuring they engage with it more than other forms of content.
- Increased brand loyalty
Branded entertainment can also help you to create a greater connection with customers, increasing brand loyalty in the process. As the process of video production sees you creating content that establishes a more emotional connection with viewers, it helps you to bring your brand to life and showcase your personality.
2. More authentic
Thanks to the advancement of technology, we are absorbing a huge amount of content every day. With an increasing number of companies vying for attention , this means that it is no longer suitable to be posting content in the same way you always have. Branded entertainment helps you step up your marketing, drawing more customers in.
Your audience wants to see compelling content that is unique and original. Branded entertainment allows you to develop an authentic presence that people want to engage with.
3. Establish trust
Branded entertainment helps you to establish trust. When customers are able to see that you are focused on their needs and interests, rather than simply trying to maximize sales, it will make them more likely to interact with your brand and utilize your products.
4. Expand your reach
Branded entertainment helps brands to expand outside of their normal core audience. The captivating and engaging narratives used make the pieces more shareable, seeing your reach grow far greater than it can with other forms of marketing.
5. How we can help
Branded entertainment is only going to become more crucial to your brand as the rapid pace of digital evolution continues. Audiences are 59% more likely to recall a company following a branded entertainment campaign than they are any other form of digital ad.
Since 2013, we have been working with clients across the globe, helping them create compelling content through powerful and deliberate video productions, so if you want to unlock the power of branded content, the team at IndieWhip is excited to be part of your journey.
Whether it was helping to launch Google’s CallJoy, creating an engaging video for BoseBuild, or helping Lego achieve billions of minutes of watch time with their Rebrickulous series, we know what it takes to help you elevate your brand to new heights.
Our process starts with the Discovery Conversation, which allows us to understand your exact requirements, allowing our video production team to create the ultimate solution. So if you want to find out how we can help you, get in touch today!