Many great opportunities exist for brands to use online content to connect with existing and new customers and spread their marketing messages. A well done web series, for example, allows brands to attract and engage their target market through entertainment. Brands can use new media to start a dialog with their audience and develop a passionate following. Using the web series as a catalyst, brands can create an ongoing conversation with customers and develop a community around their content and their brand. Over time, this community is very likely to become committed to the brand.
Branded entertainment comes in many forms, but the key to success is as follows:
- The content should integrate the brand message into the story. This does not mean product placement – the brand message should be a key component of the story and help drive the outcome of the series.
- The story should enhance the brand message. Characters should benefit from the brand proposition as customers would benefit in real life. This makes it easy for the viewer to connect with the brand message.
- Web series/web video is more than a long form commercial. Character development, story arcs, cliffhangers and well written dialogue are just as important (if not more) than integrating the brand message into the story. A well written branded content piece will be more effective with a great story.
- Know your audience, so you can connect with them. Even with brand involvement, work still needs to be done to attract and grow an audience. Plan to spend some time and resources to create buzz around the series to get an initial audience, but then you need to plan to keep viewers engaged, so the brand stays top of mind during purchase decisions.
- Thank viewers for their commitment to the web series and for their participation in the community. Can’t do this enough!
A successful new media campaign will not end with just a web series, but include other means to connect and grow the audience and community. Using social media tools, such as Twitter, Facebook, Daily Booth and YouTube are a must and the brand should plan on actively participating in these social arenas to help drive traffic to their branded content and ultimately to their business. Viewers should be encouraged to comment and share the content – while brands should be prepared to respond and thank viewers for their participation.
Good branded content can be very effective in engaging customers and driving sales, but there is more to success than just launching a web series. Brands need to plan for community building and engagement, along with some type of awareness campaign to be successful or their series won’t get enough views to produce the desired ROI. There are many examples of successful branded content campaigns in the past and this growing medium should produce many more in the future.
Charlie Breit produced and co-wrote “The Lines” web series and directs the branded content strategy for the teen program at Allstate Insurance.