7 Branded Content Video Formats Brands Are Using in 2026

Branded content video has quietly become one of the most effective ways for brands to earn attention rather than buy it. Instead of interrupting your audience with a sales pitch, you're giving them something worth watching.

This guide breaks down seven branded video formats that are driving results right now, along with practical tips for creating content that actually performs across platforms.

What is a branded content video

A branded content video is video content created or sponsored by a brand that tells a story, shares values, or connects emotionally with viewers—rather than directly selling a product. You've probably watched one without realising it. It's the short film that makes you feel something about a company, not the ad that lists features and prices.

The difference comes down to intent. Traditional advertising says "buy this." Branded video content says "here's who we are" or "here's something we think you'll care about." One interrupts; the other earns attention.

Here's how the two compare:

• Traditional advertising: Leads with product features, pricing, or a direct sales message
• Branded video content: Leads with story, emotion, or shared values—brand presence is secondary

You'll find branded videos on social feeds, YouTube channels, brand websites, and streaming platforms. They work because people choose to watch them. And when someone chooses to engage, they're far more likely to remember you.

Why brands are investing in branded video content

Branded video has become a priority because it meets audiences where they already spend time—scrolling, watching, looking for something worth their attention. When a video feels like content rather than an interruption, people actually stick around.

A few reasons this format works:

• Engagement: Viewers opt in instead of skipping, which means longer watch times and more meaningful interaction
• Recall: Story-driven content stays in memory longer than product specs or promotional copy—with branded content achieving 86% brand recall versus 65% for traditional pre-roll ads
• Flexibility: A well-made branded video can work across social, web, email, and paid media

There's also a practical side. Algorithms on platforms like Instagram, TikTok, and YouTube reward watch time. Videos that hold attention get shown to more people. So investing in quality storytelling doesn't just build perception—it extends reach.

7 branded video formats that drive results

Not every branded video serves the same purpose. The format you pick depends on your audience, your goal, and where the video will live. Here are seven formats brands are using right now—and what each one does best.

1. Brand films

Brand films are cinematic, narrative-driven videos that communicate your purpose, mission, or values. They're often the centrepiece of a campaign or the flagship video on a company's homepage.

Think of a brand film as your story told in its most polished form. It's not about selling a product—it's about making an emotional impression. When done well, a brand film gives people a reason to care about who you are, not just what you offer.

2. Social-first episodic content

Episodic content is a series of short-form branded videos built specifically for platforms like TikTok, Instagram Reels, or YouTube Shorts—formats that receive 2.5 times more engagement than long-form videos. Each episode connects to the next, giving audiences a reason to come back.

This format works well for building habits. Instead of one big moment, you're creating ongoing touchpoints. It also gives you room to experiment—testing tone, format, and messaging across episodes to see what resonates.

3. Documentary-style branded videos

Documentary-style videos tell real stories connected to your brand's values or industry. They're typically longer, featuring interviews, on-location footage, and a journalistic approach.

Brands use this format for thought leadership, cause-driven positioning, or to showcase innovation. A documentary can anchor a branded video experience at an event or live as standalone content on YouTube. The key is authenticity—audiences can tell when a story is genuine.

4. Product explainer videos

Explainer videos show how a product or service works. They focus on the "what" and "why," helping potential customers understand value before they commit.

If your offering is complex or unfamiliar, an explainer bridges the gap. Animation often works well here because it lets you visualise abstract ideas, though live action can be just as effective depending on the subject.

5. Company culture and recruitment videos

Culture videos showcase your team, values, and work environment. While they're often created for internal purposes, they double as powerful recruitment tools.

Candidates want to know what it's actually like to work somewhere. A culture video gives them a genuine sense of your team—how people collaborate, what the environment feels like, what you care about. Authenticity matters here. Overly polished content can feel disconnected from reality.

6. Testimonial and case study videos

Testimonial videos let your customers tell the story. They build credibility by showing real results and real experiences, which makes them especially effective at the bottom of the funnel.

A strong case study video goes beyond a talking head. It shows the problem, the process, and the outcome. For B2B brands in particular, where trust and proof are essential, this format can be the difference between consideration and conversion.

7. Video podcasts

Video podcasts bring the intimacy of audio conversations to a visual format. They're typically long-form, featuring interviews, panel discussions, or solo commentary—and they work across YouTube, social clips, and podcast platforms.

This format builds authority and connection over time. Unlike traditional branded content, video podcasts feel less produced and more authentic. They give you space to explore topics in depth, showcase expertise, and build a loyal audience that returns episode after episode. The visual element also makes them easy to repurpose into shorter social content.

Tips for creating branded video

Knowing the formats is one thing. Making them work is another. Here are four principles that apply across all branded video content.

1. Lead with audience insight

Before you write a script or book a shoot, get clear on who you're trying to reach and what they care about. The best branded videos start with empathy, not product features.

Spend time on research. What questions does your audience have? What frustrates them? What do they find interesting? That insight shapes everything—from tone to format to where you distribute the final piece.

2. Plan for silent viewing on social

85% of mobile videos are watched without sound, especially on mobile. If your message depends entirely on dialogue or voiceover, you'll lose a significant portion of your audience before they hear a word.

Use captions, bold text overlays, and strong visuals to communicate even when the volume is off—caption usage has increased 572% since 2021 as creators adapt to silent viewing. This isn't a compromise—it's how social-first video is designed.

3. Align every video to a clear objective

Every branded video benefits from a defined goal: awareness, engagement, conversion, or something else entirely. That objective shapes the format, length, and distribution plan.

Without a clear purpose, it's hard to measure whether the video actually worked. Define what success looks like before production starts.

4. Know when to include a CTA

Not every branded video needs a hard call to action. Sometimes the goal is simply to leave an impression or build familiarity over time.

That said, if you're creating content for the consideration or conversion stage, a clear CTA helps guide the viewer's next step. Match the ask to the intent—don't push for a sale when you're still building awareness.

Working with a video brand company

If you're producing branded video at scale—or tackling a format that's new to your team—working with a production partner can save time and improve results. The right partner brings creative skill, technical expertise, and platform knowledge to the table.

Here's what to look for:

• End-to-end capability: From concept and casting through to post-production
• Platform expertise: Understanding of where your branded videos will live and how to optimise for each channel
• Strategic input: A partner who offers video strategy, not just execution
• Collaboration style: Responsive, organised, and comfortable navigating feedback cycles with multiple stakeholders

At BearJam, we work with brands and agencies across all seven formats. Whether you're building a brand film or a social-first series, we're set up to help you move from brief to delivery with clarity and confidence.

Ready to start your next project? Book a call with our team to talk through what you're making and how we can help.

Get started on your next brand video

Branded video content is an investment in long-term brand building. The right format, paired with a clear plan, helps you connect with audiences in ways that traditional advertising can't.

If you're planning a branded video project and want to talk through your options, book a call with our team. We'll help you figure out what to make, how to make it, and where it lives.