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  • Writer's pictureLiz Hayes

Branded Buzz: Video Branded Content Process Tips

This week's Branded Buzz features Reggie Estrella, Creative Director for SKYLINE Studio, Southern California News Group’s content marketing division. Estrella outlines how to successfully collaborate with clients to make sure everyone's expectations are met and the process ends in a successful video branded content campaign.

Providing a two-week video creative services timeline helps clients feel comfortable with the production process and manages expectations. Skyline also shares best practices and guidelines for taping during the pandemic, ensuring safety is of utmost importance.

Estrella says since creating Skyline Studio and offering video production services, they’ve learned to be nimble and flexible, adapting to changes brought on by the pandemic, while also creating new revenue streams.

"We learned that branded video content is story driven and connects with the audiences emotionally. We also learned that some of the best branded video content really places the narrative and audience engagement at a higher priority than selling the brand," Estrella said.

They’ve also learned that leveraging the power of storytelling and brand integration through video is a great way to connect with audiences emotionally while pleasing advertisers.


The Meta Branded Content Project is designed through a strategic partnership between the Local Media Association, the Local Media Consortium, and the Meta Journalism Project to help facilitate additional growth, engagement, and revenue success for more publishers of all shapes and sizes.

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