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4 Strategic Questions To Creating Successful Branded Content Video

A branded content video is often the most important asset in any integrated marketing communication campaign. It stands at the forefront to deliver the message, mood, and tone of the whole campaign. Branded content video production, as the result, starts with understanding who your customer is, what are your goals, and what is your key message. The clearer your plan is, the higher chance you have of getting the desired results and return on investment.

The Vivid Snaps Team

Company Group Photo of Video Production Team in Singapore
Group photo of the Vivid Snaps video production team

Our team consists of media professional with expertise in video production from pre to post. Consisting of videographers, video editors, director, project coordinators and graphic designer. Our portfolio is focused on corporate clients. And our works ranges from internal communication videos, brand story videos, virtual & hybrid events and corporate photography.

Green Screen Studio for Corporate Filming

Reference Photo of Green Screen Studio in Singapore
Green screen studio setup at Vivid Snaps office

Our office houses a small green screen studio, suitable for filming of up to 2 on-screen talents. This is exclusively reserved for our clients, so to provide high availability and convenience when engaging our video production services.

For more reference photos of our green screen studio, please visit our Green Screen Studio Singapore blog post.

Branded Content Video Production References from around Singapore

Here are the four important questions to ask that will determine the success of your branded content video.

PLEASE NOTE: The videos referenced in this blog article are not produced by Vivid Snaps. The following videos are sourced from publicly available websites, such as YouTube.

1. What is your objective?

Any marketing content needs to have a clear objective. It is a common misunderstanding that a branded content video only serves the purpose of improving your brand awareness. Video can drive as many sales as promotional advertisements if that’s your primary goal.

Video from Grab (Not produced by Vivid Snaps)

This video is a part of the Grab10versary campaign. As Grab is a relatively mature brand, this campaign focuses on reinforcing its brand loyalty. The main idea of the video is to tie the journey of the brand to the growth of the city, making an intimate bond between Grab and the Singaporean’s image and lifestyle.

2. What is your hook?

A hook is how you capture your customer’s attention in the era of the short-intention span. Except for television commercials, your branded content video can often be skipped only after 5 seconds of viewing. It is vital that you make your video’s first frame as enticing as possible.

Video from Milo (Not produced by Vivid Snaps)

In the video series of Milo’s Energy to pursue the extraordinary campaign, the brand uses multiple brand ambassadors who are high-achievers that best tell the story of starting a productive morning. The names of the ambassadors are used at the start of every video, catching the customer’s attention and making it easier for them to know what they are going to watch for the next 1 minute.

3. Where will it be shown?

Before beginning any branded content video production, this question is essential, as it determines the aspect ratios, the length, the sound, and the graphic text. A few video placements include television commercials, cinemas, buildings’ digital signage, and social media. Please remember, there is no single video aspect ratio you can use on all platforms. Thus, choosing the right platform (or platforms) will ensure the best viewing experience. Some of the common digital aspect ratios include:

  • 9:16 for Facebook stories
  • 16:9 for in-stream ads on Facebook
  • 1:1 or 4:3 for Instagram feed videos
  • 9:16 for Instagram stories
  • 16:9 for your organic feed videos
Video from Heineken (Not produced by Vivid Snaps)

The length of this F&B video production from Heineken suggests it is a part of a viral campaign, displayed on social media channels. As most videos try to keep their length in the 30-second zone, you can choose to produce a long video if it is for social media story-telling purposes. The 16:9 aspect ratio suggests the main displaying channels are Facebook and YouTube.

4. What action do you want your viewer to take?

Despite its importance, branded content videos often overlook this aspect. After knowing the objective of the video and where it will be shown, you can decide what is your call-to-action and where you want to put it. It can appear at the ending scene of the video or be embedded into your video in the case of digital content video.

Video from Singtel (Not produced by Vivid Snaps)

This SingTel commercial is a good example of a clear call to action. The objective of the video is to introduce the SGD600 car insurance plan and ultimately acquire new leads. As the result, the whole video focuses on the important features of the plan with a link to direct the customers to their website to get a quote.

Vivid Snaps Video Production Team

Group Photo of Video Production Crew in Singapore
Group photo of the Vivid Snaps video production team

We hope this article has given you a clear direction for your next branded content video production. Our team is ready to work with you. Leverage on our combined expertise for your media production. Our core expertise are in the following fields:

  • Corporate video production
  • Live streaming for virtual & hybrid events
  • Corporate photography
  • Event photography & videography

For a profile of our team, visit About us to learn more.

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