We’ll be addressing how to make branded content that strikes the perfect balance between promoting a product or service while still being an entertaining piece of content. In other words, how to deliver authentic branded content.
Why brands use content creators
To understand why brands have started to see the value in using content creators, we need to look at some of the other ways brands advertise themselves – such as physical adverts on public transport or digital adverts on TV. These reach millions of people through everyday life, but they aren’t targeted towards the type of people they want to reach.
Whereas using content creators (influencer marketing) allows brands to find small communities of people that they want to reach and interact with. This in turn increases the chances of customers (your audience) buying or interacting with that brand.
The reason your audience is more likely to interact with these brands is because they trust YOU, and trust the brands that you are promoting. Why? It’s all because you create authentic and organic content.
What is authentic, organic content?
Now of course these two words are banded around and used as buzzwords, but they are very important to understand. Creators have grown impressive followings because what they do is unique. Each creator does something that puts them apart from the rest and makes them unique.
THAT is authenticity, and THAT is what brands are paying for.
How to understand a campaign brief
The first thing you should understand before planning the content is the campaign brief. This will include specific messaging that the brand wants to include, and any details on the product or service that you can mention and lean into.
In some cases, a brand will give a very wide brief so that you have all the information. But unless specifically stated, you don’t need to mention ALL the information in your video because this will just come across like a boring advert (neither you or the brand want that).
Instead, pick out the bits you can talk about in your content in a way that’s natural. The last thing you want is to read the campaign brief word for word because people will simply not interact with it.
Formula for great authentic branded content
So, with all this being said, how do you make great authentic branded content?
Well as mentioned, understand what the brand wants but also understand which aspects of the brief align with your content. You need to strike a balance between making an entertaining video that your fans will enjoy, while promoting the brand and hitting the brief.
Don’t feel like you can’t push the boundaries – get creative!
Examples
To help understand this, here are some great examples that demonstrate how to perfectly strike that balance. There are many great examples of great branded content but here are just a few to get an idea:
James Coker – Miami Grand Prix
Here James is promoting the Campus Pass for the Miami Grand Prix, and he does a great job at telling his audience what they need to hear about the offering while being true to himself and delivering a great piece of standalone content.
View this post on Instagram
Pitlane Twins – MoneyGram Monaco
For this one the Pitlane Twins were required to promote a giveaway by MoneyGram for the Monaco Grand Prix. Once again, they weaved the brand messaging within their normal content to authentically – there’s that word again – promote the giveaway.
View this post on Instagram
F1 Caroline – F1 Clash Legendary Drivers
Here Caroline is promoting a new game mode on F1 Clash that involved adding loads of F1 legends to the game. Once again, she perfectly displays what the game is about and why you should be excited for the new update but in a way that’s entertaining and fun.
View this post on Instagram
