Should Brands Create More Content With Talented Filmmakers?

Written by on Thursday, September 26, 2013

Casey Neistat Mercedes CLA Project

Online video talents have become an important piece of the entire video ecosystem as we know it today. Actually, we all should be thankful to all those creative and passionate minds, who strive for creating original content for a multitude of purposes and genres and who are taking the whole industry forward. Comedy, science, music, fashion, sports – the list of categories and sub-categories goes on and on, and as we speak, hours of new content is being uploaded online to be consumed by interested viewers.

Many of these independent talents have been able to upgrade their “game” by joining successful online video studios like Maker, Revision3 or Base79. Without going too deep to the business logic of these kinds of companies, it should be safe to say that they are built on sharing ad revenue coming from millions of shown ads on the talents’ videos. This is one way to create a online video business, where the talent and the company both can be successful. It has been great to meet people from both sides – at KLOK we highly appreciate the forerunner mentality, courage and enthusiasm.

The other side is, that brands are eagerly wanting to enter the online video environment not only with placed ads, but with original content – content produced solely from the brand’s perspective. In many cases (thousands have failed too) the outcome has been fabulous: touching stories, entertaining mini shows or cultivating small clips have left a mark to the online community.

A great bunch of this “professionally” created content is produced and managed by agencies and marketing departments, but what might happen when brands and the YouTube talent started increasingly getting acquainted with each other too? Would they find the perfect, authentic match to their upcoming stories they want to tell their audience about?

The talents know their audience. They already have a relationship. And if the talents are able to do what they love to do, it will be authentic. That’s what the brands are looking for online but very often lacking to execute.

Here’s an example from a collaboration, where NYC based filmmaker Casey Neistat joined forces with Mercedes Benz to create content for the launch of the new CLA. It’s authentic, it represents the talent’s style and vision and it’s even published on the talent’s channel. And yes, it is a series, not a traditional TVC.