Why So Many Brands are Making Documentaries

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By: Digiday

Atlanta based hip-hop artist Stic Ibomu reformed his eating ways when he turned vegan. His story is one of five that food brand MorningStar Farms chronicles in its new docu-series “The Veg Effect,” which is trying to get people to eat more vegetables.

The Kellogg’s brand is not alone. With the ascent of on-demand video platforms like Netflix and Hulu, digital video marketing is no longer just overtly promotional ads. Advertisers, including MAC Cosmetics and Kleenex, are embracing branded documentaries.

“There is definitely more of this type of content than before with more and more brands jumping on the bandwagon,” said Jen Choi, senior social marketing manager at Huge. “Brands know that consumers today have a strong bullshit radar and are not as receptive to traditional ads as they used to be, and it also allows them to showcase a great brand narrative.”

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