Infographic: What Content Creators Really Think About Branded Video

The creative class speaks out

Creatives are more likely to watch branded content if it contains celebrities. Getty Images/iStock Photo
Headshot of T.L. Stanley

Coming from people who make money by creating brand campaigns, wouldn’t it seem counterintuitive that those writers, filmmakers, editors, animators and producers say that a good ad experience is a skippable one?

Not really, says James DeJulio, co-founder and CCO of Tongal, a network of more than 120,000 freelance creatives and production companies. “People don’t want to be interrupted, they want to be empowered,” he said of the findings in the Tongal Creator Trends Report 2017. “They’re just saying, ‘If you ask for my attention, which is a big commitment, you better have something worthy to say.’”

Tongal polled nearly 500 of its members on what they value in branded content, what its weaknesses are and what they want brands to know. Since the group is “a mix of skilled technical creators and everyday people with a creative bent,” DeJulio thinks it’s fairly representative of the general media-saturated population.

Survey participants wanted to “laugh or learn” from brand videos, he added, and they like regular folks more than influencers or celebrities. As for what motivates them, it’s all about passion.

This story first appeared in the May 1, 2017, issue of Adweek magazine. Click here to subscribe.

@TLStanleyLA T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.