What is Brand Film?
At its simplest, a brand film is short-form video content that tells a story. Brand films (or branded films) can be documentary-style or scripted, but all focus on a lifestyle, vision, or mission, not a product. Branded entertainment is the new way to draw in target audiences because it is customer-centric and content-driven. Today’s consumer is increasingly distracted and doesn’t want to be sold to; they want real, authentic connection. Brand films convey the heart and soul of who your company is, as illustrated by those who you choose to profile or the other stories you decide to tell. By showcasing truly genuine, engaging content that demonstrates your business’ vision and mission, you’re able to create relatability and authenticity, a winning combination in the eyes of your audience.
What Makes Brand film so Effective?
Because of their soft-sell approach, brand films are an excellent way to reach audiences through emotional and empathy-driven storytelling that serves as marketing. Brand films have a runtime, on average, of three to six minutes (though they can range from 90 seconds to 30 minutes) and are shot cinematically with high production value and music and pacing that feels more like a movie than a commercial. The combination of length and the ability to reach audiences at a much deeper level than traditional marketing efforts make these films an efficient way of boosting your brand’s organic reach and visibility. Ultimately, brand films allow companies to tell compelling stories that draw audiences in with Netflix-like entertainment. It’s a hug instead of a hammer.
Are Brand Films the “Next Big Thing?”
YouTube has been steadily growing since 2019 and has now, only two years later, surpassed Netflix in both viewership and revenue.This shows how people are flocking to short form content, even as they watch it streaming to their actual TV. People naturally look for their “tribe” and these content pieces reinforce that your brand is part of that same tribe. Consumers want to follow brands that live the values that they hold dear. Brand films organically illustrate these values, thereby aligning to that audience. As we see the shift from traditional marketing techniques to more automation, chatbots, and higher rates of customer dissatisfaction in advertising, brand identity is more critical now than ever. When you’re able to combine your purpose with an aspirational theme, in an engaging and shareable format, you’re off to the races with top-tier brands.