GLOBAL 2016: Brands illustrate social relevance with online videos
Many brands are producing short films, perhaps three-to-ten minutes long, to distribute on social media and show how the brand seamlessly fits in with moments in daily life. One women’s apparel brand for instance, created a series of short films around women’s empowerment through different themes like a same-sex relationship, single motherhood, pregnancy affecting careers, etc. and it was well received. Through this media, brands are not overtly “selling” products, but rather making a socially relevant point that inserts them into the cultural conversation.