Not all video is created equal. Here’s why.

Most people think video is a catch-all term. This is true… but not exactly. Let me explain.

Types of Content

There are two main types of advertising content:

1. Brand response

2. Direct response

This content can come in many different shapes and sizes (photo, video, infographic, blog-post, etc.). However, there is a distinct difference between both Direct Response and Brand Response content and where they sit within the content marketing funnel (don’t worry, we’ll dive into what a content funnel is in a second).

Direct Response Content

It is easiest to think of Direct Response content as “buy now,” and “take action now” content. Imagine any TikTok-style ad you have ever seen— that was Direct Response content. The objective of Direct Response content is to get your to take action immediately, whether claiming a discount code, making a purchase, sharing your email, etc...

Examples include enticing offers like:

• "Buy one, get one free"

• "20% off with code SAVE20"

• "Customize your product today"

These prompts aim to convert viewers into customers on the spot, leveraging urgency, impulse, and exclusivity.

Brand Response Content

Conversely, Brand Response content plays the long game. It's crafted to mold the consumer's perception of a brand, aligning the brand's values with those of its audience. This type of content is key to building Brand Trust and Brand Affinity, nurturing a deeper, more emotional connection with the consumer.

To better explain, here is a short analogy outlining how to think about Brand Response vs Direct Response content.

Advertiser: Mercedes

Scenario: A man in his mid-twenties is looking to purchase a new car. He makes $80k/yr. but cannot yet afford to purchase a Mercedes, but has interest.

Question: Which type of content shall the brand serve to the consumer?

As we now know, the brand (Mercedes) has two options:

Brand Response ContentDirect Response Content

Knowing that he cannot afford to purchase the vehicle today, we want to build up the image of what his future could look like with a Mercedes. We want him to be able to visualize himself driving the vehicle. We want to re-affirm his beliefs that purchasing this vehicle will fulfill his desires to be someone of high status, who is classy, stylish, and surrounded by luxury, etc…

We do this so that when he has the money to purchase the decision is already made in his mind (the mind of the consumer).

Therefore we should serve him brand response content in order to build the narrative in his mind that driving a Mercedes fulfills his desires of x, y, and z.

Brand response content helps brands build trust with consumers and a reputation for their brand. It signals a message to a pre-defined “in-group” who are aligned with the brand’s worldview (see One of Many by Mercedes above). Rather than attempting to make consumers impulsively purchase a product today, brands are able to lead consumers to believe in and align with the brand and its product offerings.

Nike is well-known for their fantastic brand response advertisements in which they use famous athletes to convey their narrative. This advertisement below featuring Serena Williams entitled Dream Crazier is a prime example of Brand Response in action.

The power of brand response content is that it immediately signals to your in-group, and attracts them to your brand. It also repel those who are not in your in-group (which is also important, as described in From Engagement to Loyalty: The Power of Affinity Content). This is a good thing. You are attracting people who align with your brand, which can increase the lifetime value of that customer (CLTV) and enable you to charge premium pricing for your products.

Before we dive deeper into Brand Affinity, let’s quickly touch on the Content Funnel mentioned earlier.

The Content Funnel

Different types of video serve different purposes within your content ecosystem. Looking at content through the lens of the Content Funnel, there are four general phases. Each stage requires a distinct approach to video content.

1. Awareness: this is where the consumer is being introduced to your brand, product, or service.

2. Evaluation: where the consumer learn more about the brand, it’s offerings. In this phase, the consumer determines whether or not they are aligned with the brand.

3. Conversion: when the consumer decides whether or not to take action and make a purchase, sign up for a newsletter, claim a discount, etc.

4. Affinity: in this final phase is where brands have the ability to create true fans. Content in this phase of the funnel should re-enforce the worldview and beliefs of both the brand and the consumer.

Awareness Phase

In the Awareness phase, short-form video is typically used to drive traffic to a source: landing page, product page, social profile, etc.

This short-form video can be one of two things:

1. Stand-alone content (e.g. a short-form ad, influencer video)

2. Repurposed Content (e.g. shorter video excerpt that is part of larger, longer video/campaign)

Once the consumer has reached this point, the journey is not over. In fact, their journey as a customer has just begun.

At Tale, we prefer to have all short-form content be tied to a larger video marketing campaign. This integrated approach allows for us to build trust with consumers by allowing them to be introduced to the brand without feeling obligated or pressured to purchase today. It allows brands to shape the image of what the brand represents in the mind of the consumer; allowing brands to interact with consumers without appearing transactional.

Evaluation Phase

From there, they enter the evaluation phase. This is where our prospect analyzes the brand in as many ways, on as many platforms as they desire (see: zero moment of truth from Google).

For example: they discover the brand via an influencer on TikTok. To learn more they go to the brand’s TikTok page. From there, they look at the brand’s YouTube or Instagram. On each of these platforms they learn new things about the brand and what it stands for. Ultimately, they visit the site (one or multiple times).

The evaluation phase provides consumers the opportunity to determine whether or not they align with the mission, vision, values, and voice of the brand. All of this is conveyed via the messaging and stories that the brand decides to tell (i.e. how they market themselves).

(Learn more about this in our Content Framework 2024)

I should also mention, in the Evaluation Phase brands have the ability to shape the narrative that surrounds the brand in the mind of the consumer. This opportunity should be taken seriously: many of the strongest global brands such as Nike, Mercedes, and Apple all actively push out Affinity Content.

After the prospect has evaluated:

• what the brand represents

• what products/services the brand carries

• whether or not they desire those products/services

• pricing alignment

• brand supporters (influencers, ambassadors, etc.)

The consumer then moves forward to the Conversion Phase.

Conversion Phase

A conversion could mean any number of things dependent on the context of your brand’s goals and objective. Broadly defined, a conversion is the successful completion of a desired action by the viewer. Here are a few examples:

1. Purchase: The most direct conversion, indicating a sale of a product or service.

2. Newsletter Sign-Up: Capturing email addresses for ongoing marketing communications.

3. Website Visit: Driving traffic to a specific webpage, which is often the first step in a longer customer journey.

4. Content Share: Encouraging viewers to share the video or ad content on social media or other platforms, enhancing brand visibility.

5. Engagement with Content: This might include liking, commenting, or watching a video for a certain duration, indicating interest and interaction.

Post conversion, the consumer enters the final phase of the content funnel: Affinity.

Affinity Phase

The Affinity Phase is where strong brands separate themselves from the pack, where true brand loyalty is forged. Brands create Affinity Content that engages consumers where they’re at, re-enforcing their worldview through content, allowing them to feel seen, heard, understood, motivated, and inspired.

This can take a couple of different shapes: video series, documentary, ambassador mini-documentary, a brand film, product promotion, and more.

Brand Affinity is one of the most important things for a brand to consider. Brand Affinity, recurring customers, and high CLTV are synonymous with each other. Consumers who appreciate, respect, and hold in high regard a brand of their choosing will spend more dollars, and show more support than those who don’t. Affinity Content helps brands attract and retain these types of consumers (if you want to learn more about Affinity Content, read more here).

Build Affinity Today

Video content is a powerful tool in a marketer's arsenal, but not all video serves the same purpose. Recognizing and leveraging the nuances between Direct Response and Brand Response content can significantly impact your brand's relationship with its audience. At Tale, we specialize in navigating this complex landscape, creating video campaigns that resonate, engage, and convert across the entire content funnel.

Ready to elevate your video content strategy? Let's create something impactful together.