Branded Entertainment: Today’s Marketing
If you have been interested in the way marketing has developed, branded entertainment might have piqued your interest. It’s essentially when a brand produces real content that other people will actually want to view, rather than inserting overt ads or product placements. You may recall reading about a web series short by a coffee company that was basically a mini comedy clip.
You could have been half persuaded that it was a typical show when you began noticing the subtle coffee references everywhere.
A Brief History of Branded Entertainment
You can trace the origins of branded entertainment back to radio shows in the 1930s. Years later, brands have moved from sponsoring content to creating original content that’s in their voice. Nowadays, it’s not so much about putting a logo on everything, but creating a narrative that will resonate with people.
Key Objectives of Branded Entertainment
Brands enter into branded entertainment since consumers are so fed up with being inundated with regular advertisements. If, for instance, you’re watching a high-quality short film brought to you by a technology firm, you hardly even realize that you’re being “marketed to” since you’re actually enjoying the content. The method assists brands:
- Be more emotionally potent
- Boost brand awareness without spamming
- Create enduring impressions that can be shared or replayed
Types of Branded Entertainment
There is no single way to achieve branded entertainment. Some brands produce short films or even web series. Others collaborate with production studios to co-produce content on streaming platforms. And then there are interactive things such as VR experiences, which completely immerse you in the brand’s universe. It’s simply mind-blowing when executed well.
If you’re curious about how brands leverage digital platforms for visibility, you can learn more about Views4You and see how companies optimize their online reach.
Strategic Planning for Effective Branded Entertainment
Just because it’s more creative than a standard commercial doesn’t mean strategy doesn’t enter the picture. The content has to sound natural, or people will abandon it the moment it sounds like an overt advertisement. The key is to pick a medium that’s suitable for your audience. If it’s a younger demographic, you can concentrate on TikTok or Reels. For a higher-end brand, perhaps a Netflix-esque documentary.
And, please, make the branding subtle. It’s not cool if it’s in your face.
Collaboration and Partnerships
Much of this content is produced in partnership with media agencies or influencers. Influencers may contribute personality and audience, and agencies may contribute technical and creative effort. There is a catch, however: brands need to be able to control their message, and creative people need to be in control. If a brand tries to micromanage too much, the end product will sound stilted and unnatural.
One way brands enhance their presence is through audience-building tactics. For example, businesses often improve their subscribers count to strengthen their reach and impact.
Measuring the Effectiveness of Branded Entertainment
Measuring branded entertainment is more nuanced than counting clicks on a banner ad. You look at things like total watch time, social media shares, and whether people are saying nice things about it online. Sometimes the real success shows up way later, when someone suddenly recalls your brand from that cool mini-film they watched months ago.
Challenges and Criticism
Yes, there are dangers. There is the one of overbranding, whereby the content shouts “BUY OUR PRODUCT” and loses the magic of storytelling. Audiences do not like being tricked, either, so be honest if something is sponsored. And there are legal regulations in some markets that insist that you clearly declare sponsorships or branded content.
Future Trends in Branded Entertainment
Streaming services are huge now, so it is no wonder that companies are using them to launch documentaries, web series, or even television reality shows. Quick, snappy videos on TikTok, Insta Reels, and YT Shorts are exploding in popularity. AI is also being used to personalize content, which can be great and also a bit unnerving if it is done without regard for the privacy of the users.
Other than that, you can foresee even greater application of AR and VR as they become cheaper so that brands can build immersive experiences like a sci-fi theme park.
Case Studies of Successful Branded Entertainment
Red Bull is a default example. Their extreme sports content is so thrilling you don’t even realize it’s an ad. Lego did it perfectly with their movies, turning a toy into blockbuster films both kids and adults love. Nike’s great video ads are always so motivational; they might make you want to jump from the couch and start running (although you might procrastinate and start the next day).
FAQs
Is branded entertainment actually costly?
Yes, it is a little more expensive upfront. But it has a way of delivering more long-term value due to the more intense engagement it creates with audiences.
How can you avoid sounding like you’re writing an advertisement?
Prioritize storytelling. Allow the plot and characters to take center stage, and organically integrate the brand into the story. No one wishes to view a 10-minute commercial in disguise.
How does branded entertainment differ from content marketing?
They’re connected, but branded entertainment is more skewed towards entertainment value compared to pure information-based content. Utilize story-driven short films compared to a how-to blog post.