Recent Wyzowl research shows that people watch more online videos than ever before. The amount of videos being watched has almost doubled since 2018. According to the research, customers continue to use video as an integral part of their journey with brands and are excited to see even more video content in the year ahead.
Branded content video, as the result, should be a vital part of your 2023 marketing plan. This article will provide useful tips to ensure you got the most out of your branded content video production, achieving the campaign’s goals with an optimized budget.
The Vivid Snaps 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
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.
The four tips to make the most out of your branded content video production
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. Combining your video production with key visual shooting
A marketing campaign often requires different visual materials to be used across channels at different stages: a TVC, a key visual, digital content… An “integrated production” will help you optimize your marketing budget and guarantee consistent results. While shooting your branded content video, have a photographer shooting the key visual, and someone standing by to capture behind-the-scene images and digital content videos.
An important tip is to plan ahead. Decide what scene in the storyboard you want to use as your key visual and talk to your production agency for better understanding and cooperation. A key visual often requires extra attention to actors’ facial expressions, clothes, props, and layout.
The Pan Pacific “A lifetime of celebrations” campaign is a great example of integrated branded content video production. The idea of the campaign highlights 4 main celebratory moments between family, couples, friends, and business counterparts. One main video, 4 short videos, and 4 key visuals were produced to be used across digital and offline channels. Looking at the “Celebration of Kinship” video, we can see the scene where the whole family gathers around the table is chosen to be the key visual. Here, the careful layout of seating arrangements along with the appropriate amount of props and room décor (the cup of tea, the lamp) makes it a harmonized key visual with the family as the focus of attention.
2. Producing different versions for different channels
Different channels require videos with different lengths, and aspect ratios, or sometimes different storyboards for the best viewing experience. Knowing what your main marketing channels are and producing a different version for each channel is a tip you should not forget.
This Galaxy Z Flip 4 5G campaign has two 30-second TVCs with a 16:9 aspect ratio for television, digital signage, and Youtube viewing.
They also specifically produce a few simplified 15-second videos with a 9:16 aspect ratio that works well for Facebook and Tiktok.
The main message of using a flip phone to snap your sweetest moments at every angle, along with the exciting, colorful mood and tone is kept consistent in all videos. However, understanding the viewing habit is different with each channel, Samsung produces videos with different scripts and scenes to make sure each video reaches its highest level of effectiveness.
3. Make a video that viewers can watch with the sound off
A report from Verizon Media and ad buyer Publicis Media found that 92% view videos with the sound off on mobile and 83% watch with the sound off. And even if your customer watches with sound, the volume of the sound as well as environmental noise can interfere with the hearing experience. Meta’s data shows that 80% of people will actually have a negative reaction to a mobile ad that plays a loud sound when they’re not expecting it.
That’s why it is best to make a video so that viewers can comfortably watch the sound off. Simple tips would be to add closed captions or kinetic typography. However, the best video stories are stories that don’t need to rely on music or dialogue for meaning.
This simple but effective Nutella branded content video production for Mother’s Day tells the story of a morning when a father and the kids decide to surprise their mother with breakfast and flowers. The happy and energetic mood is kept throughout the videos with lovely gestures and interactions between the family members. The Nutella special jar is highlighted throughout the whole video without being too commercialized.
The music adds more emotion, but you can still comfortably watch the whole video with the sound off and still get the mood, tone, and main message.
4. Don’t just have one video, produce a series
Traditional marketers would plan their whole year with 2-3 main marketing campaigns, meaning 2-3 TVCs. The effort is enormous but the actual interaction with customers only lasts for a short period of time as people nowadays are easily bored and their media consumption needs to be constantly updated. Think about breaking your main campaign idea into a series of videos, which can actually interact and evolve with your customers along the way.
The DBS Sparks web series created by DBS bank follows a group of young bankers navigating their work and personal lives. This is a great example of a branded content video production that is relatable, engaging, at the same time, subtly imprints the brand image into the watchers’ minds. It also runs for a longer period of time in contrast to a single TVC, thus maximizing the brand presence within one coherent storyline.
Vivid Snaps Video Production Team
We hope this article has provided quick insights in media 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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Some projects are straight-forward while others can be complex, drop us a message with your project requirements. Our project coordinator will get in touch with you to provide a price quotation.