I’ve worked on collaborations with brands like Burger King, Digicel, LG and others. Some hit hard. Some didn’t. Here are some mistakes I made, what I’ve learned from them as to why branded content fails and some examples where I think I got the balance right…subjectively.
Creating branded content that connects isn’t luck — it’s strategy. Here’s why your campaigns may be flopping and how to fix it, from a creator’s point-of-view.
Mistake 1 – Trying wayyy too hard to sell.
People don’t open Instagram or TikTok looking for ads. They open it looking for their fix of dopamine. If your content is screaaaaming “buy now” without any value, entertainment, or story – people scroll past…including me..I would too. lol
What to do instead:
Lead with some sort of value, story or a relatable hook. Make people feel something before asking them to do something. Every post should add some sort of value, even if it’s a brand collaboration.
Example:
Campaign – Digicel eSim Sign-up Process. (Link)
Weird Question Hook…Turned into a lifestyle-type vlog of the process with some small educational bits about the eSim.
Mistake 2 – You’re ignoring the fact that you are a creator.
You’re a creator, not an announcer. If a brand works with you on a collaboration, remember resonating with your audience should always be the most important thing.
What to do instead:
Use your creativity to mesh the campaign of that collaboration into your natural content style. Your audience will feel when it’s not authentic and tune out.
Example:
Campaign – Muzata’s LED Diffusion Channel Brand Collaboration.(Link)
Transformed into a Kitchen LED DIY Project that I was genuinely excited to execute that organically featured the product.
Mistake 3 – You’re focusing only on reach.
We love to see viral numbers, but what’s the message people actually remember? Views do not equal conversions…and I can safely confirm that from both the perspective of a creator, and a business owner.
What to do instead:
Make content that aligns with your brand, niche and audience with an effective, but creatively executed call to action.
Example:
Campaign – JRTechtt’s online calculator for Trade-Ins.(Link)
Cinematic scenario of struggling to get to JR Tech to trade in my phone, only to realize I could’ve done it online. Selling the struggle in order to sell the convenience of the service.
I’ve experienced first-hand multiple times how slight shifts in tone, structure, and story can turn “mehhh” into “yoo, I neeeeed that.”
I cringe every time I look back at some of my past collaborations where I way too strongly blur the line between creator and “announcer”. I hope you can learn from my mistakes.
