Web series & brand content: our expertise in video | Responsive

Here are the 6 tips to remember, with the elements we worked on:

1. Immerse yourself in brand values
2. Adapt the format and the medium to the target

The example of the web series My life as a temporary worker, orchestrated by the Réactive agency on behalf of the FASTT (Social Action Fund for Temporary Work) is a good example. It demonstrates the importance of choosing the right medium corresponding to the target. In this case, as interim work generally affects younger generations, the campaign must meet its audience on carefully selected platforms, such as YouTube and via social networks such as Facebook and Instagram. Likewise, it is important to determine the correct format. For example, more and more marketers are inviting their CEOs to write books to promote the company.

Habits die hard and often, brands still tend to want to say too much about the benefits of the service or product offered. “They are not necessarily aware of the codes to be respected in brand content” recognizes Vincent Stilinovic, associate director of the Réactive agency.

According to Thomas Birch, entertainment is indeed an important part of what brand content can be. Others, like Vincent Stilinovic, instead emphasize the usefulness that branded content should provide. “By watching the video, reading the short booklet or listening to the podcast, the consumer must get rich. That is what creates fidelity.”

One of the keys to the success of a brand content campaign is to set up over time: “To develop brand content, you have to be sustainable. A large audience is not created in just one month, it takes time! ”, underlines Vincent Stilinovic.

If they claim to be content editors, brands must come up with creative ideas. “The editorial dimension must be at the heart of brand strategies”, highlights Wilfried Klucsar. It is therefore essential, as part of a brand content operation, to invest in the creation of: “You need less investment in media buying and really focus on production time. For quality writing or inventiveness that makes sense, it is essential to devote time to reflection.”, assures Vincent Stilinovic. Choices that can pay off. Some episodes of the web series “My life as a temporary worker” managed to accumulate over a million views on YouTube.

And in conclusion:

“Brands have the right to dare and to go on different paths”, concludes Vincent Stilinovic. The rule is simple: the freedom offered by brand content must be exploited and tested with thought, accuracy and creativity.

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