In today’s experience-driven market, building meaningful consumer engagement goes beyond traditional advertising. Brands are increasingly shifting towards interactive and immersive experiences, with video co-creation leading the way. Consumers, fans, and customers want to be part of something exciting—something they helped create. This shift has led to the rise of branded activations such as hashtag challenges, “submit-your-own” videos, and interactive storytelling campaigns.
For instance,
video challenges like “be a 30-second commentator for your favorite sports team” or “finish this video with your own creative ending” are examples of how brands can invite their audience to be active participants.
At the heart of this trend lies the principle of creating memorable experiences that foster emotional connections and amplify brand loyalty. According to experts, experiential marketing taps into the power of creating direct interaction, building long-term bonds, and differentiating your brand from competitors. When consumers actively engage in video content creation, they not only feel part of the brand story but are also more likely to share their experience with others, multiplying the campaign’s impact through user-generated content (UGC).
This is where platforms like BrandLens shine. BrandLens empowers brands to build co-created video experiences effortlessly, offering guided templates, interactive instructions, and seamless video submission—all without the need for an app. Whether it’s lip-syncing to pre-loaded audio or completing a fun video sequence, BrandLens enables a diverse range of video challenges that can turn passive viewers into enthusiastic participants.
For example, consider a campaign where users are invited to “gift a Rubik’s Cube, record your best time right from the box, and win.” Or a brand asking fans to share “When I fell in love with Rubik’s Cube,” combining personal storytelling with the product. These types of activations create emotional resonance, sparking organic sharing on social media while positioning the brand as a facilitator of fun, memorable experiences.
The success of such activations often hinges on the emotional connection they foster. When consumers are emotionally invested, they are more likely to advocate for the brand and engage long-term. Furthermore, campaigns that integrate social media—such as using branded hashtags—can significantly expand the reach of video activations, turning participants into brand ambassadors
Why It Works
- Emotional Connection – Co-created content builds stronger emotional ties between the consumer and the brand, enhancing brand loyalty.
- Memorable Experiences – Engaging and interactive video campaigns are more likely to be shared, creating lasting memories that strengthen brand awareness.
- Direct Interaction – Co-creation invites consumers into the brand’s story, making them active participants rather than passive recipients.
- Viral Potential – UGC campaigns can generate buzz, encouraging participants to share their creations widely on social media.
For businesses looking to stand out in the crowded digital marketplace, the key lies in crafting experiences that resonate deeply with their audience. By using video co-creation, brands can transform consumers into co-creators, amplifying both engagement and brand storytelling.
How to Get Started with Video Activations: A Practical Guide
Building an engaging consumer experience through video co-creation involves more than just launching a campaign. It requires thoughtful preparation and execution to ensure your brand achieves the desired results. Here’s a step-by-step guide to help you get started with video activations, including preparations before using a platform like BrandLens.
Step 1: Define Your Objectives
Before diving into video activation, be clear about your campaign goals. Ask yourself:
- Are you aiming to increase brand awareness, boost engagement, or drive sales?
- Do you want to collect user-generated content (UGC) for future marketing purposes?
- Is the goal to foster deeper emotional connections with your audience?
Setting specific, measurable objectives will guide your strategy and help you assess the campaign’s success later on. For example, your goal could be “to increase social media engagement by 30% over three months” or “to collect 500 user-submitted videos for a product launch”.
Step 2: Know Your Audience
Understanding your target audience is critical. Identify their preferences, behaviors, and what motivates them to participate in video campaigns. Segment your audience if needed, as different groups might respond to various types of activations (e.g., younger demographics might be more inclined to join a hashtag challenge, while professionals could prefer testimonial-style content).
Use social listening tools, surveys, or focus groups to gather insights. Knowing your audience will help you design experiences that resonate and encourage participation.
Step 3: Develop a Creative Concept
Come up with a unique and engaging idea that aligns with your brand’s values and campaign objectives. The concept should be innovative yet simple enough for participants to understand quickly. Consider:
- Interactive Challenges: Hashtag challenges, “finish this video” prompts, or timed tasks (e.g., solving a puzzle in 30 seconds).
- Storytelling Activations: Encourage users to share a personal story (e.g., “Your first time trying our product”).
- Themed Content: Tie your activation to seasonal events, trending topics, or cultural moments to boost relevance.
Make the experience fun and rewarding, and ensure it is consistent with your brand messaging.
Step 4: Plan the Logistics
Prepare the logistics for your campaign. This includes:
- Budget: Determine the budget for production, promotion, and potential incentives (e.g., giveaways, discounts).
- Timeline: Set clear deadlines for launching, collecting videos, and announcing winners (if applicable).
- Incentives: Choose appropriate rewards for participants, such as exclusive access, discounts, or a chance to win a prize.
Additionally, make sure you have a plan for managing the content submitted, including moderation and rights management.
Step 5: Choose the Right Technology Platform
Once your groundwork is laid, it’s time to select a video activation platform like BrandLens, which allows you to:
- Provide Guided Templates: Simplify the video creation process for users with guided templates, pre-loaded scripts, or visual instructions.
- Seamlessly Collect Content: Offer multiple ways to participate, such as sharing a QR code, sending a link, or embedding the video challenge on your website.
- Manage UGC Rights: Use built-in tools to handle content rights and permissions for user submissions.
BrandLens also supports interactive elements like lip-syncing, duets, and scene-by-scene video creation—all without the need for app downloads
Step 6: Promote the Activation
Promote your campaign across various channels:
- Social Media: Use a branded hashtag and collaborate with influencers to amplify reach.
- Email Marketing: Inform your subscribers about the campaign and the benefits of participating.
- In-Store or Event Activation: If applicable, integrate on-site promotions with QR codes that link to the video challenge.
Encourage participants to share their videos using the campaign hashtag to boost organic reach and create buzz around your activation.
Step 7: Monitor and Measure Results
Track key performance indicators (KPIs) to evaluate the success of your campaign. Metrics could include:
- Engagement Rates: Likes, comments, shares, and time spent on content.
- UGC Submission Count: The number of videos submitted.
- Reach and Impressions: Social media metrics that show how many people saw your campaign.
- Sales Impact: Any increase in sales or conversions during the campaign period.
Use the data to understand what worked well and where there’s room for improvement. Post-campaign analysis will also provide insights for future activations
Step 8: Follow Up and Repurpose Content
After the campaign, repurpose the collected videos for further marketing efforts:
- Create a Compilation: Highlight the best user-generated content in a montage.
- Share Success Stories: Feature participants who stood out and share their stories on your social media.
- Use Content in Ads: Repurpose UGC in your future advertising to add authenticity and social proof.
Following up with participants by thanking them and sharing the campaign’s success can also help reinforce their connection to your brand.