People normally just ignore the ads, but you’d be hard pressed to find many who’d ignore a story that really spoke to them. That’s the fundamental reason why branded content has become so popular and is the very reason why an increasing number of marketing teams are now looking to a branded content production company rather than a conventional advertising agency. The aim is no longer to interrupt the audience, it’s to get their attention by offering them something that is of value, something that is entertaining or something that moves them.

The problem is that the term is so often used in a very loose sense. Rather than go the long ad route and then call that branded content, a well established branded content production company will take a different approach. They’ll make a piece of content which is compelling enough that you’d watch it regardless of whether your logo was in it and then they’ll just slot your brand into it in a natural way.

This guide is intended to explain what branded content is, what formats work, what a typical project looks like and what criteria you should use when choosing a partner. The advice given is based on our experience as producers at Insignia Productions Global and not drawn from a presentation slide.

What a Branded Content Production Company Actually Does

A company that produces branded content prepares and supplies original content for a brand, adapting it to suit the interests of its audience rather than focusing on the features of the product. This type of content can take the form of short films, documentary-style series, interview features, mini dramas, podcasts and social media first formats.

The project begins with a strategic approach involving a skilled team which examines your audience, identifies the topics they are already interested in and locates the areas in which your brand can express its views. Having done this, the writers, directors and producers then turn the insights obtained into an idea, a script and a plan for distribution.

Why Brands Hire a Branded Content Production Company

People have got so good at just ignoring anything that looks like a sales pitch. Skip buttons, ad blockers and thumb-swiping are all such normal things now that the old fashioned interruption simply doesn’t work any more year on year.

Branded content works because it takes account of human behaviour. A story with a clear point of view will grab your attention, hold it and leave an impression. People who have watched a piece of good content are far more likely to remember the brand than those who have simply watched a pre-roll.

There’s also a long term benefit in that one piece of branded content can be used for months, indeed for years, on your website, your social media channels, at your events and in your sales conversations. By engaging a specialist branded content production company you’re ensuring that your investment lasts rather than it just going out the window when the campaign ends.

The Formats That Work

Choosing the correct format is half the struggle, and the best option will vary according to your audience and objectives.

Short films and documentaries featuring brands tell richer stories concerning people, locations, and purpose, with a typical duration of three to ten minutes. If you would like to see how we deal with genuine stories, our documentary production work illustrates the depth and care required by this format.

Series and episodic programmes develop a habit, each new episode contributing to the overall story. By including interviews and features with experts you establish your brand as a reliable source, and meanwhile, content showing the behind-the-scenes aspects illustrates the craft, the culture and the people involved. Social media formats that prioritise social media use vertical framing, quick hooks and captions in order to match the way audiences scroll.

Many brands use a number of different formats, having one main film supported by shorter cut downs and other supporting segments.

Branded Content Versus Advertising

The two are often confused and that difference has an impact on both the budget and the expectations.

Advertising is about selling and it’s typically done in a very short space of time with the product very much in the foreground. Branded content is about engagement and the brand is present but not the focus. Advertising is measured in terms of direct response whereas branded content is measured in terms of attention, sentiment, shares and the quality of the relationship that it builds.

You absolutely can’t use one in place of the other. A number of brands actually do both, using branded content to build trust and then using advertising to take that trust and convert it into sales. The right partner will be able to explain the role of each and will help you to avoid the error of putting a sales message into a piece of content which simply doesn’t need it.

How a Branded Content Project Unfolds

By understanding the various stages you will be able to plan internally and manage expectations.

The first step is to make the discovery. Here, the team finds out about your brand, your audience, your competitors and your objectives and then agrees on what success will mean. After that comes concept development, during which story ideas, tone, format and a distribution plan are produced for your approval.

The pre-production stage involves scripting, casting, choosing locations, obtaining the necessary permits and arranging the schedule. In Kenya it also entails securing county permits, gaining access from the community and planning in relation to the weather and traffic, aspects in which local experience helps to prevent unnecessary delays. Production refers to the actual filming, this usually lasting between one and five days according to the scale of the project. Post production consists of editing, colour grading, sound, music and graphics, and includes structured review stages so that the feedback remains organised.

The experience of our creative agency in Kenya illustrates the fact that strategy and production remain linked from the very first discussion until the final file is produced.

What a Branded Content Production Company Costs

Prices vary enormously as the scope varies enormously. The main drivers are obviously the number of shoot days, the size of the crew, the number of locations, the talent, the equipment, the music licensing, the graphics, the amount of post production and the number of finished versions.

A single short film based around a few interviews is a lot cheaper than an episodic series with scripted scenes, multiple locations and original music. Neither is in any way superior in the abstract. The issue is whether the format is appropriate for the audience and whether the budget allows for the quality of story that is required.

To control spend you need to agree on the purpose and audience first, then ask your branded content production company what the most efficient route to that purpose is. Plan for reuse as well. Getting extra footage and doing the cut downs on the same day is a lot cheaper than a second shoot and allows a single production to be stretched right across months of content.

Choosing a Branded Content Production Company

A good reel should be the starting point rather than a final decision. Make sure that a company inquires regarding your audience, your objectives and your brand before discussing cameras with you. Find out how they generate ideas, what their method is for involving you in the process, and how they assess success.

Ask for examples of previous work that is similar to your requirements and ask past clients about the quality of communication, punctuality and problem solving. Find out who is actually going to work on your project, how many rounds of revisions are included and who will own the final footage and the rights.

Make sure the team understands your local market. A branded content production company that has extensive experience in the region will be familiar with the cultural references, languages and platforms that affect how your story is received. Although this kind of knowledge doesn’t usually appear in a showreel, it often determines whether a piece succeeds.

Mistakes That Weaken Branded Content

The same errors keep reoccurring. The biggest one is presenting it as a long sales pitch, as people will pick it up and then switch off. The other is to start off without a clear audience in mind, because content for everyone in the end fails to connect with anyone.

The list is complete in that it covers under-investment in distribution, ignoring the quality of the content and expecting sales to happen immediately. Branded content should be seen as a relationship builder and you need to have a sensible release plan for it. It should be allowed to have a longer-term impact. A good branded content production company will help you to avoid all of those mistakes from the very first meeting.

Working With a Branded Content Production Company You Can Trust

The most effective branded content begins with respect for the audience, with a story that is worth telling and a team that cares about them both. You should decide who you want to reach, select a partner who has the relevant experience and is well grounded in the local area, and plan the launch just as carefully as you plan the filming.

At Insignia Productions Global we act as a strategic creative partner, assisting brands in discovering the stories that are within their work and in telling them thoughtfully. If you are considering choosing a branded content production company for your next project, please get in touch with us and we’ll discuss what can be done.