Branded entertainment provides companies with a great method to connect with consumers and build an online presence to promote their products. Not talking product placement, but product integration directly into the story. Many brands have begun exploring this space and some have had success with web content, but very few brands are partnering with independent producers.
Independent producers typically have small budgets (if any) to develop their content, but with very little resources are able to develop large followings that would compare favorable with many TV programs. These producers have become experts in short-form storytelling, developing excellent content at low costs and promoting their content via social media. They have all the tools and skills to be successful and would be the perfect partner for a brand looking to enter this space. Additionally, independent producers provide companies with a lower barrier to entry as compared to large production companies and bring their all-around expertise in web entertainment and promotion. These are all skills required to launch a successful branded entertainment campaign.
Simply stated, brands are not working directly with independent producers. This would lead many to believe that this resource isn’t as fruitful as I’ve stated, but that isn’t the case. I hypothesize that the real reason many brands don’t leverage independent producers is that they don’t know who these producers are and traditional media gatekeepers are unwilling to make the connection. Many brands leverage their existing agency relationships or traditional media production companies to develop and execute their new media strategy. These companies gain nothing if the brand partners with an independent producer, so they have no motivation to suggest or connect brands with these producers.
Brands should begin looking to independent producers to help them develop branded entertainment that is effective and affordable. Organizations, such as the International Academy of Web Television (IAWTV), exist that can help brand leaders learn more about independent producers and make those connections. Sites, like Tubefilter.tv, consistently publish information about independent creators and their projects, so brands can use these resources to gain more awareness of the capabilities that exist in the web content community. Hopefully in time, brands will begin to embrace independent producers and create a win-win for all. There are many independent producers actively creating content every day and many great opportunities for brands to partner with them to create compelling content. The time is right for brands to start leveraging these producers to engage and activate consumers online at a much lower cost as compared to traditional media alternatives.