An impactful branded journalism video is an effective way to share your company’s message with a large audience.  There are multiple methods to distribute a well-crafted story whether it be paid, earned, social or owned channels. While the reach of a well-executed video can be significant, the quality of the story is key to the success of the video’s ability to reach that large audience you are after.

Below we take you step by step and show you what’s needed to create the content to deliver your company’s desired message. We also address what is needed to make sure that message connects with viewers.

CREATIVE STORY DESIGN

This is the first phase and the most important in the process. It’s when the focus of the story is determined and what goals are to be achieved. Several elements are established including expectations, what the intended message is to be, and what you ultimately want the audience to take away after viewing the branded journalism video. It’s during this time the concept for the subject matter is mapped out to create the desired effect and maximize the opportunity to connect with viewers. It’s paramount the overall arc of the story is established and the conflict/source of tension for the audience is clearly identified, along with the solution to that conflict.

CREATION OF NARRATIVE AND SAMPLE SCRIPT

A narrative is outlined, and a sample story is written utilizing what was learned and decided during the creative story design phase. Sample soundbites are written to compliment the narrative and are used to reverse engineer a list of questions to be asked during the actual interviews. It is also a good idea to create a suggested shot list for B-roll (supplemental footage that is shown in addition to those interviewed on screen). Both should then be submitted for collaboration and approval.

Above all, the authenticity of the story is of upmost importance. While you can shape a narrative, the subject – and the support of that subject — must be genuine to ensure the effectiveness of the story.

STORY CREATION

During this stage of the process, a production crew goes out into the field to conduct interviews as well as capture B-roll. Those video assets are then assembled based upon the approved script and edited according to the parameters established earlier in the process. The editing of the video is just as important as the writing process. How the footage and soundbites are presented will impact how viewers take in the information, as well as how they are made to feel.

WRAPPING UP

A successful branded journalism piece invokes an emotional response. What that response is depends upon the desired effect – be it increasing affinity to a brand, feeling compelled to answer a call to action, an urge to share what they have learned with others, etc. Another measure of success hinges on how memorable the story is and whether people watch to the end. No matter the subject, you want to create high quality content to help you reach the desired audience and connect with them. Contact us to learn more!