Are branded YouTube series worth the hype?

Brands are constantly seeking new ways to capture audience attention. Enter the branded YouTube series – a content strategy that's gained traction in recent years. But is it really worth the investment?

Take Auto Trader's "Show on the Road" series, for example. On paper, it's a brilliant concept: celebrities, cars and intimate conversations. Yet, with most videos barely scraping a few thousand views, one has to wonder: is this a road trip to nowhere?

Let's face it – celebrity appearances don't come cheap. When you're shelling out big bucks for the likes of Olly Murs and Roman Kemp, you'd expect more than just a handful of viewers. So why do these branded series often fall flat?

For starters, many brands seem to forget they're competing in the attention economy of YouTube. Thumbnails that blend into the background are like billboards in the desert – pointless. If your video can't pique curiosity at first glance, it's already lost the battle.

Then there's the content itself. Too often, these series feel like thinly veiled commercials rather than engaging entertainment. YouTube audiences are savvy; they can smell an ad from a mile away. If your content doesn't offer genuine value or entertainment, viewers will scroll past faster than you can say "subscribe”.

So, where could these marketing budgets be better spent? Perhaps it's time to shift focus from star power to storytelling. Instead of chasing celebrities, why not spotlight real customers with compelling stories? Or invest in creating genuinely useful content that aligns with your brand values?

Alternatively, consider collaborating with established YouTubers who already have a loyal following. Their authentic connection with audiences could be far more valuable than a polished, but ultimately ignored, branded series.

In the end, it's not about abandoning YouTube entirely, but about being smarter with your content strategy. After all, in the world of digital marketing, it's not just about the journey – it's about ensuring people actually want to come along for the ride.

Has anyone seen success with a celebrity led approach? How are you currently making sure your content doesn't smell like too much of an ad and instead more story-led with a sense of realism which engages viewers?