Documentary Film vs. Branded Video Content: The Key Differences
When you and your organizational team embark on having a video created and produced, it’s important that everyone is on the same page about the format. Doing this will save headaches and extra costs.
First, you need to know this: Not all videos are created equal. There are two prominent formats: documentary films and branded video content. Each serve distinct purposes and cater to different audiences. Understanding these differences can help your conservation organization and filmmakers choose the right approach for their message and goals.
Purpose and Intent
Documentary Films:
The primary goal of a documentary film is to inform, educate, and inspire audiences through authentic storytelling. Documentaries often tackle social, environmental, historical, or cultural topics, aiming to create awareness and provoke thought. The intent is generally non-commercial, focusing on truth-telling and in-depth exploration of real-life conservation issues.
Branded Video Content:
Branded videos are created with a commercial intent, designed to promote a brand, product, or service. They aim to engage the audience while subtly (or overtly) incorporating brand messaging. Unlike traditional advertisements, branded content seeks to use scripted content to connect viewers with the brand, fostering brand loyalty and recognition.
Storytelling Approach
Documentary Films:
Documentaries rely on unbiased reporting and real-life narratives. They often feature interviews, archival footage, and real-as-it-happens, in-the-field filming to create an authentic and immersive viewing experience. The storytelling is typically driven by facts and firsthand accounts, allowing viewers to form their own opinions.
Branded Video Content:
While branded videos also use storytelling, the narrative is usually precisely crafted to align with the brand’s values and objectives. The story serves as a vehicle to communicate the brand message, often blending in subtle advertising. Emotional appeal and aspirational themes are common strategies used to connect with the target audience.
Audience and Distribution
Documentary Films:
Documentaries target a broad audience interested in the topic, often reaching viewers through film festivals, streaming platforms, educational institutions, or broadcast networks. The aim is to engage, educate, and inspire action or reflection among viewers.
Branded Video Content:
Branded videos target a specific demographic aligned with the brand’s market. These videos are distributed through social media, websites, email campaigns, and online ads. The goal is to reach potential customers, generate leads, and increase brand awareness, fundraising or donations.
Length and Format
Documentary Films:
Typically ranging from short films (under 40 minutes) to feature-length (over 60 minutes), documentaries have the flexibility to delve deep into their subjects. They may also be episodic, allowing for a serialized exploration of complex topics.
Branded Video Content:
Branded videos are usually shorter, often between 30 seconds and 5 minutes, tailored for online consumption.
Ethical Considerations
Documentary Films:
Ethics play a crucial role in documentary filmmaking. Filmmakers are responsible for representing their subjects truthfully and avoiding manipulation or misrepresentation. Maintaining journalistic integrity is essential.
Branded Video Content:
While branded content should also strive for authenticity, the primary objective is to serve the brand’s interests. Transparency about the brand’s involvement and intent is vital to maintain trust with the audience.
I hope this helps you see the differences. Both documentary films and branded video content are valuable tools for visual storytelling, but each serves distinct purposes. Documentaries educate and inspire change through authentic, unbiased narratives, while branded videos leverage storytelling to promote promote a brand and its key messaging.
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