Common pitfalls in content

We’ve all been there. You had a solid idea for your 5 minute branded content film, the talent was top-notch and the edit looked slick, but then the numbers came back…No one paid attention, and the few who did, didn’t stick around till the end.

Why didn’t it blow up on YouTube trending? 

Branded content doesn’t have 50 years of understanding (and investment) behind it, because it hasn’t been around as long as film or advertising. Yet is somehow the result of both. 

So we’ve identified the common content pitfalls to avoid across different stages of your branded content journey – from planning all the way to the reeds of the edits.

Pitfall #1. Murky objectives are the enemy.

Be crystal clear on what you want your content to achieve. 

We love content for being so malleable, and useful in tackling a myriad of issues along the consumer journey, but without a clear objective to shape and steer it, content can end up becoming an expensive and ineffective dud. No one wants that.

Make information your friend, be clear on the singular business issue or opportunity you want to apply content towards. Content designed for the top of the consumer funnel looks and acts very differently to content that drives repeat purchase and loyalty. Pin down your content objectives and give it some KPIs.  

Pitfall #2. Branded content doesn’t work like advertising.

Unlike interruptive advertising, people have to decide to spend time with your content. You have to work much harder to get someone to choose you over the mind-boggling amount of content available to them. 

Our biggest learning is to stop thinking about what you want to say and start thinking about what your content is going to do for someone.

Whether it’s a TV channel, a magazine, or your own YouTube channel, content needs a strong editorial proposition that brings consistency and ownability, carving out a distinct role in your audience’s minds.

Like with the product or service you sell, your content must fulfil audience needs, and be of value to your customers. So ask yourself – what needs can my brand credibly fulfil through content?

Pitfall #3. Data doesn’t tell you everything you need to know about your audience.

Sure, you might have a snazzy looking data dashboard with loads of graphs and AI-driven word clouds. Data gives us the false impression that we know our audience. We don’t really. 

Although most content is consumed digitally, data points can only tell you what people did, not the ‘why’ behind their actions – why they left your video when they did or why they didn’t click on your thumbnail, or choose to follow your socials.

The why is locked in their minds alongside their motivations and needs at the time. Although it might feel expensive or too difficult to find your audience and speak to them, this upfront investment can save you from wasting money later on ineffective content.

Go ask them why, you’ll be surprised by what you discover.

Pitfall #4. Under-estimating the importance of mood.

Effective content isn’t just about what you say to your audience, it’s also about how you make them feel. Mood matters – it dictates the content choices for 70% of global video audiences (Google research). 

Do you want your content to relax your viewers, and help them unwind, or are you looking to make them laugh? Do you want them to be taken on a nail-biting emotional rollercoaster, full of intrigue and mystery? You can see how each of these would lead to very different subject matters, tone, music and edits. Mood transcends genres – even something educational can be said using humour.  

Make sure to include mood in the creative briefing and planning stages, so that it doesn’t get forgotten until after your content has been produced.

Pitfall #5. Not having a curiosity hook in the first few seconds.

Ipsos research found that contrary to wider belief, attention spans aren’t shortening, instead viewers are now making the decision on whether or not to invest their time on content faster than ever before, especially when skipping it is as easy as a swipe right.

A great way to get audiences to stick around is to create an immediate knowledge gap or curiosity hook, in the first few seconds that teases out the reward waiting for them at the end. 

Our brains are hard-wired to close gaps in our knowledge, so start your video with a provocation or hook that appeals to their imagination. It’s also the same reason why intriguing video titles that pose interesting questions get higher click-throughs than those that don’t.

Pitfall #6. Not making your content worth watching till the end.

There’s much we can learn from the world of fiction thrillers and action-packed blockbusters, even in the context of nonfiction branded content. Good films that leave you at the edge of your seat are masters of taking you on a journey filled with jeopardy and tension. The narrative instigates conflict and propels the story forward. It moderates the energy throughout, building up to a climax. Without an arc, it’s hard to retain a viewer’s interest!

Embracing narrative arcs is the smartest thing you can do at the planning phase to map out the key beats of your content. It’ll give you a sense of what you need from the characters you’re featuring in your content, as well as clarity on what’s driving the story forward to keep audiences glued.

Pitfall #7. Worrying about the length of your content. 

The real issue isn’t duration, it’s not wasting your audience’s time by making every second count. 

If your story has enough substance to justify a 15 minute run time, then take that time, not a minute more or less.

Pitfall #8. Assuming content made for one channel will work across every channel.

Another day, another hot new platform that seemingly hard to reach audiences are signing up for. 

We get that it can be tempting to hit upload and publish cutdowns of content designed for a different platform. But before you do, take a moment, pause, and consider the context and the reason someone has come to the channel in the first place. Are they leaning in and wanting a long, immersive experience or are they looking for a 15-second boost of goofy escapism to punctuate a hectic day at work? 

Your content needs to flex to the nuances of the platform it lives on and play by the rules of what works for them. Sometimes that means ditching the cinematic, polished video for a more rough and ready shot-on-mobile aesthetic. 

Keeping your eyes open for some of these common mistakes will help keep your branded content on the right track.

We can’t wait to see you go forth on your content journey with confidence and make something that audiences rave about. 

Good luck!

Emma (Head of Strategy) & Nikhil (Senior Strategist)