Trends Report

Take This Four-Step Approach To Branded Video

Online Video Is Powerful But Only When A Clear Strategy Precedes Production Decisions

May 6th, 2016
Ryan Skinner
With contributors:
Brigitte Majewski , Carlton Doty , Kasia Madej , Laura Glazer


Today's customers rely more than ever on content — from brands, from peers, from experts, and even from strangers — to decide what products they need and what products they should buy. When it comes to content, video content is nonpareil for its power to drive attention and create emotional connections. Tapping this wellspring means making expensive and risky decisions about video production with dozens of potential partners including their agency, media partners, influencers, and multichannel networks (MCNs) offering strategic — often self-interested — advice. This report gives B2C marketers a four-part framework to guide potentially expensive video production decisions in a way that delivers on the broader marketing strategy.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.