Branded Editorial Videos

Joe Penna for Sony gives online tutorial on picture taking

Internet users are experiencing online video in an exciting new way—and I don’t mean increased episode offerings on Hulu. A growing number of companies are using online video to enhance brand conversations and inform consumers about their products and services in an entertaining way.

In an article called “Beyond pre-roll: What's next for online video,” iMedia Connection writer Alison Provost claims that “A brand can and should share its expertise in a way that is useful to consumers.” She urges companies to take a more conversational approach with videos, and warns producers, “advertising-style copy is not going to resonate.”

While it’s particularly difficult for some brands to avoid using video space to rattle off technical specs (especially electronics manufacturers), Sony proved that it could be done. Realizing that simple instruction on how best to use their cameras was what consumers searched for, Sony produced a series of videos featuring tips on how to capture great family pictures and outdoor images. What’s best is that the famous YouTube ‘how-to’ guru Joe Penna narrates the demos, adding credibility and a touch of humor to the series.

It turns out this concept isn’t entirely new, which is evidenced by the fact that in just a few weeks, a second season of  “The Real Women of Philadelphia” starts.  This series of online videos is based on an ongoing cooking competition, and stars both Philadelphia Cream Cheese and Paula Deen. Fans and viewers are encouraged to comment on the episodes and upload their own cooking videos. The show has gained a large following, and accomplished parent company Kraft’s goal of creating an online community around the brand.

These branded editorial videos come in many different forms and are produced by companies in a diverse range of industries. Some videos employ product placement in a bold way, while others are subtler about their message.

Schick offers a good example of a more disguised effort. Its “Clean Break” series focuses on the adventures of hosts Brady and J.J. as they travel all across the U.S. and partake in what they call “adrenaline-pumping action water sports.” The unexpected link between kite boarding and razors lies in the name of the company’s new razor line—Schick Hydro. According to AdAge, “The property's inverse business model began with the company’s desire to associate its new Schick Hydro with the key sports that, like its razors, deliver ‘unexpected hydration.’”

Financial institutions have found a more serious use for online video. Goldman Sachs and JPMorgan Chase have both added videos to their homepages that showcase the companies’ commitment to serving the world community.

Jonathan Small wrote an article last week debunking the misconception that premium video content requires a premium budget. His company Break Media produced around 200 branded videos in 2010, and they expect that number to double in 2011. John reports that there is no reason to shy away from online video for fear of poor quality, and goes on to say, “If you take a quick scan through some of the content online these days, you’ll see a lot of examples of high-quality videos that could just as easily have premiered on HBO or at a theater near you.” Thanks to ever-advancing video technologies and the growing number of capable producers, brands can look to most digital studios to create premium-quality online video at an affordable rate.

-compiled by Kate Sloan

Posted By: Digital Trends Team