How To Create GREAT Branded Content
5 Key ELEMENTS + Influencers who nailed their colLabORAtions
Hey YBN readers, lets give a warm welcome to Shannae of TorontoShay. She is a successful blogger, media professional, wife, and mother. Today, She'll be sharing some super helpful tips on how to create great branded content and will be highlighting the work of many talented influencers. One of our principles at YBN is to recognize the great achievements in our communities. We know you'll enjoy Shannae's post and learn quite a few things!
There was a time when influencer collaborations were relegated to a select group of content creators with coveted connections and crazy follower counts to match. Fast forward to today and brand collaborations are not only the norm, there are some out there creating social media magic with beautifully photographed, authentic and engaging content.
So how does one make magic, you might ask? Well, collaborating with a brand is one thing but collaborating with a brand in a way that pulls on peoples heart strings and makes your followers AND clients swoon; that's something entirely different. But, not to worry, I'm here to share the goods on what goes into a great social media collab and to get your creative juices flowing, I've compiled examples of influencers that hit it out of the park and how YOU can do so to.
First things first. What makes great branded content? Well, great branded content should have these 5 elements:
It should be RELEVANT - Is this collaboration going to flow naturally with the rest of your content? Or will your followers be saying WTH?, followed by an eye roll as they quickly scroll past your post.
It should be MEMORABLE - Will your post make people laugh/cry/smile? Is your caption witty? Will your post be touching, moving or thought provoking in any way?
It should be INTUITIVE - If your content didn't have a caption would people know what you are trying to convey?
It should be AUTHENTIC - Are you staying true to yourself, your values and your personal brand? (i.e. are you promoting PETA on a Monday and a Fur Coat on a Tuesday?) and;
It should be ENGAGING - Is this content that people will save, share, like, comment or act upon? Will this post rise or fall with the Instagram algorithm?
Below are examples of people that have gotten it right:
FASHION & ACCESSORIES:
ROCHELLE JOHNSON OF @IAMBEAUTICURVE FOR FAME & PARTNERS
Rochelle looks absolutely stunning in this Fame & Partners gown. She looks so perfect that you feel like you can’t help but stare. The video is cute and captures her personality and that photo is just exquisite. It is a still photo but it looks like she is actually moving. It couldn’t be more perfect. And of course, it hits the mark on all of the elements (relevant, memorable, intuitive, authentic and engaging).
ASIYAMI GOLD FOR OMEGA WATCHES
Asiyami is breathtaking in this photo, the watch is captured naturally and the Instagram post is in carousel format, leaving nothing to the imagination. Simple, yet beautiful execution. A+
ONYI MOSS FOR LANCOME
Onyi’s collaboration with Lancome is the epitome of an intuitive brand collaboration. You look at the photo, know immediately what message is being conveyed and it is photographed so beautifully that you can’t help but stare.
DEDDEH HOWARD FOR VOLVO
The tagline for the Volvo XC60 is “Where bold design meets a beautiful interior. Where technology is natural. Where every drive is a pleasure.” Make sure that you look at ALL of the photos in this instagram carousel. Deddeh’s beauty and mesmerizing gaze effortlessly bring Volvo's tagline to life (especially in that second photo!). Breathtaking.
FOOD & BEVERAGE:
COCO BASSEY FOR STELLA ARTOIS
Coco has done a phenomenal job at prominently featuring a brand in a tasteful manner. She has also included a human element in a compelling and authentic way. Seeing this makes me want to plan a friendsgiving!
COLOR ME COURTNEY FOR OREO
This cute and clever execution was posted by Color Me Courtney. She has done a great job at creating a memorable moment. I mean, how can you not smile a little after seeing her and her fiancé together!
NOT FOR PROFIT:
SASHA EXETER FOR SICK KIDS
Sasha does an excellent job at sharing a compelling story in her caption and her photographer (Jess Baumung) has captured her and her daughter Maxwell in a way that illustrates the connection that mothers have with their little ones and why a Hospital like Sick Kids is invaluable to moms like her. Sasha's Sick Kids t-shirt is also a great example of prominently featuring a brand without shoving it in people's faces.
SERVICES & TECH:
MAMACAXX FOR GOOGLE
This is Imagery + Caption gold. Well done Mama Caxx!
YUMMERTIME FOR PLATED
Brock and Chris couldn’t be cuter in this moment that they’ve captured. They’ve masterfully demonstrated how plated works and they’ve also demonstrated how much fun you can have while using the service. Excellent job guys!
RYAN CLARK OF HIGH FASHION MEN FOR NETJETS
This is another one of those photos where no caption is needed. This photo is intuitive perfection.
DIALA CANELO FOR EXCEL GUM
Another great example of beautiful and intuitive imagery with subtle but effective product placement. Well done Diala!
JANELLE LLOYD OF @WAITYOUNEEDTHIS FOR COLGATE OPTIC WHITE
Janelle has done a great job at demonstrating the utility of Colgate Optic without even showing the product. While, I’m sure the brand probably would have preferred their product in view for this one. I think that If she had done that this post would look too much like an ad and not enough like a real life moment. I think that Janelle’s caption clearly, prominently and effortlessly ties in the brand and makes me feel like I should go and get my teeth whitened.
SAI DESILVA OF @SCOUTTHECITY FOR CVS PHARMACY
I can’t get enough of these two. Sai has expertly driven home CVS’s campaign message about summer sun protection by tying in the story of seeing her younger self through her daughters eyes. I couldn’t think of a better way to demonstrate this visually. Bravo on a job well done.
Any questions? Please sound off in the comments. And if you know of any other content creators that are doing it well, send them our way so that we can share them in the next instalment.