Category
Lifestyle
Assisted Choices
Trend cluster
Category
Branded
Webisode
Brands create original online content to create immersive storytelling.
2.4
Trend score
Trend
What is the Branded Webisode trend?
Branded Webisode: Getting into the content space, brands are turning to YouTube videos and webisodes to better prompt consumer engagement. Going beyond product placement or tutorials, brands are opting for storytelling techniques to create narratives around lifestyle habits, social issues and cultural sentiments not only tied to the brand itself but to the consumers they support.
Insight
The consumer insight behind the Branded Webisode trend
Millennial and Gen Z consumers aren’t accustomed to the same type of advertising that preceding generations grew up with, and are still engaging with. These generations are less likely to trust traditional modes of advertisement because they often view it as inauthentic. More often, consumers within these demographics are drawn to branded content that they can engage with, and that has an element of personalization to their interests and engagement preferences.
Trend themes
Themes within the Branded Webisode trend
Three behaviours holding the trend together01
Branded Webisodes
Brands are creating original online content through webisodes to better prompt consumer engagement and lifestyle habits.
02
User-Generated Content
Millennial and Gen-Z consumers are more likely to trust the wisdom of real people, making user-generated content a hit among younger audiences.
03
Short-Form Storytelling Series
Brands are targeting millennials and Gen-Z audiences through short-form storytelling series like 'Turning the Tables' that tell coming-of-age stories.
Industry implications
What the Branded Webisode trend means for industry
Where the trend changes the playbookFor
Food Industry
Panera Bread's 'Food Interrupted' series seeks to change and empower the food industry.
For
Personal Care Industry
göt2b's 'Turning the Tables' series targets Millennial and Gen-Z viewers in the personal care industry through storytelling.
For
Fashion & Retail Industry
Urban Outfitters' 'UO On Campus' web series offers dorm decor inspiration with real student creators in the fashion and retail industry.
Workshop question
How can you utilize storytelling techniques, particularly online, to better connect and engage with your consumers?
Trend signals
Trend signals for Branded Webisode
Trend score 2.4 out of 10, from popularity 51%, activity 14%, freshness 8%.
Popularity51%
Activity14%
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 Webisode trend
5 featured examples from Aug 22, 2017 to May 31, 2019CategoryPop Culture
Hair-Centric Webseries
L'Oréal Paris' 'The Roots Family' Series Shares Remedies for Gray Roots
The beauty and personal care industry can innovate by leveraging influencer and celebrity collaborations to create more engaging and personalized marketing campaigns.
CategoryLifestyle
Healthy Food Webseries
Panera Bread's 'Food Interrupted' Showcases Dedicated Food Makers
Developing eco-friendly and ethically conscious food production processes and showcasing it online can present innovation opportunities for those wanting to provide more transpare…
CategoryLifestyle
Inspirational Cooking Web Series
'La Vida Comida' Employs Latin-American Chef Jose Garces
The food industry can leverage the rising interest in Latin-American cuisine to introduce new products and flavors or refresh their menus and attract more customers.
CategoryPop Culture
Short-Form Coming-of-Age Series
göt2b's 'Turning the Tables' Targets Millennial & Gen Z Viewers
Haircare brands can explore creating engaging content that resonates with their target market.
CategoryArt & Design
Dorm Decor Webisodes
Urban Outfitters' 'UO On Campus' Web Series Spotlights Real Students
These dorm decor webisodes can be a disruptive innovation opportunity for the home decor industry to appeal to younger audiences.
