Category
Lifestyle
Assisted Choices
Trend cluster
Category
Branded
Documentary
As a step toward authenticity, organizations fund informative content.
2.5
Trend score
Trend
What is the Branded Documentary trend?
Branded Documentary: In the digital age, brands need to prioritize transparency while finding a way to engage consumers. Branded documentaries satisfy this need by pivoting away from pitching consumers and toward educating them. This desire for education has popularized documentaries among consumers in general, creating a great opportunity for brands to join the conversation.
Trend themes
Themes within the Branded Documentary trend
Three behaviours holding the trend together01
Branded Documentaries
As organizations seek transparency and engagement with customers, they are pivoting towards investing in informative content like documentaries to shift from pitching to educating their consumers.
02
Authentic Storytelling
Consumers are increasingly receptive to authentic story-driven advertising that allows them to relate to a brand, resulting in businesses utilizing celebrities and internal employees to tell a more humanizing narrative.
03
Sustainability and Agriculture
The food industry is increasingly shifting towards sustainable farming methods, leading to an increase in branded documentaries addressing the environmental and social impact of the industry, as well as companies like Patagonia launching new food businesses to contribute to the culture shift towards sustainable agriculture.
Industry implications
What the Branded Documentary trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
Branded documentaries and authentic storytelling methods are disrupting the traditional pitch-based advertising model and increasing consumer engagement with marketing content.
For
Food and Beverage
The food industry's emphasis on sustainability and ethical practices is causing the rise of branded documentaries and new businesses, all contributing to the shift towards sustainable agriculture.
For
Entertainment and Media
The increasing popularity of documentaries and authentic storytelling is transforming the media landscape and diversifying the types of content being produced.
Workshop question
Where can you incorporate a stronger sense of transparency into your brand and product education?
Trend signals
Trend signals for Branded Documentary
Trend score 2.5 out of 10, from popularity 49%, activity 16%, freshness 8%.
Popularity49%
Activity16%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Branded Documentary trend
5 featured examples from Mar 8 to Aug 15, 2016CategoryPop Culture
Israeli Culinary Documentaries
Roger Sherman is Producing a Film on Dynamic Israeli Cuisine
The dynamic nature of Israeli cuisine presents disruptive innovation opportunities in the food industry.
CategoryPop Culture
Branded Food Documentaries
'Unbroken Ground' Highlights Patagonia's New Food Business
Incorporating sustainable farming methods and highlighting environmental concerns can disrupt traditional food production practices.
CategoryPop Culture
Cosmetics Brand Social Documentaries
This Documentary Series is Produced by MAC Cosmetics
Cosmetic brands have the opportunity to support social causes by creating socially conscious content and partnering with influential members of marginalized communities.
CategoryMarketing
Shoe Employee Documentary Series
This Reebok Ad is Part of a Promotional Short Documentary Series
The sports apparel industry can disrupt their competition by creating short documentary advertisements that display the lifestyles of athletes and employees or showcase unique ele…
CategoryLifestyle
Celebrity Storytelling Ads
'Wild Turkey Bourbon' Shows Its History Through Authentic Short Films
The beverage industry can leverage celebrity storytelling ads to create a compelling narrative around their brand and products.
