Branded content should feature an entertaining storyline and be funny and educational in order to engage viewers, according to a new report published by crowdsourced studio Tongal, which recently polled the opinions of almost 500 freelance creatives from its vast freelance and production network.
Opinions on branded content usually come in the form of feedback from the general public and end users on social platforms, but Tongal decided to find out what writers, editors, producers, filmmakers and other creatives like to see in videos. The general consensus is that brand clips should prompt viewers to “laugh or learn.”
Tongal has released an infographic featuring some of the most interesting results from the survey, and perhaps most surprisingly, creatives believe that being “skippable” is the top quality for an advertising experience. Almost a third said that the ability to skip past a clip is important, which placed it ahead of “nonintrusive” (26 per cent), “relevant” (13 per cent) and “creative” (11 per cent).
“People don’t want to be interrupted, they want to be empowered,” Tongal co-founder and CCO James DeJulio said. “They’re just saying: ‘If you ask for my attention, which is a big commitment, you better have something worthy to say.’”
Creatives also prefer authentic experiences in videos, as 51 per cent said that they are “very likely” to watch branded content with real people compared to just 30 per cent for content featuring celebrities and influencers. The presence of the latter also means that 26 per cent of respondents would be unlikely to watch the clip.
When asked about the best creative advice for brands, the top answer from the respondents involves being more receptive to new ideas. Other tips for delivering engaging content campaigns include seeking a diversity of new ideas, allowing for more creative freedom and outlining a clearly defined brief.
Creatives also revealed some of their own personal motivations for working on certain campaigns and branded content. More than a quarter of respondents said that their personal passion for the assignment is of utmost importance, and this factor appears to outweigh the potential for outside recognition for a project, as only five per cent said that the “chance to win awards” is a top priority.