Hi, this is Wayne again with a topic “How a video is “partially” sponsored”.
Let’S talk about this CNG Tunes over on YouTube asks, what’s with the whole sponsoring this or that portion of a video thing. What’S that about what is that about? I don’t know. Actually I don’t. I actually don’t know brand agencies have it in their head that there could be some kind of liability, excuse me or negative brand Association or something bad. That could somehow be mitigated by changing the wording from they sponsored the video to they sponsored only the portion of the video that is they’re, talking points and anything else very cool.
Personally, I find that wording, kind of jarring and um flow breaking for the content. Oh absolutely and from my point of view, and who knows maybe I’m about to lose a sponsor or two from my point of view, if you’re, not man enough to sponsor the video, if you don’t like the content or think it’s safe enough to sponsor the video That, maybe you just shouldn’t sponsor the video. The only thing I disagree with that is the man enough phrase. I obviously I’m being toxic masculinity e uh. Just to make my point. Obviously at least I hope that was obvious.
You can’t be careful enough. That’S fair! It’S fair, there’s a anyway. The point. The point is that if you, if you have such misgivings about sponsoring a given channel, that you’re afraid that their content is going to reflect so poorly on your brand and that you would hate for the whole video to be sponsored, no only this portion. Should you really be engaging with that channel? That’S what I’m saying yeah! That’S what I’m saying – and it’s also just like not true your sports you’re, sponsoring the video you are like yeah, it’s just obviously, every time I I thought it was like a regulatory change or something that yeah, because every time I hear it, I’m just like what No, like the only way it could make sense is if it was like section, and I didn’t actually mean just their slice, they meant like the results portion of the video is brought to you by whatever yeah like if they actually contributed, maybe like, like testing apparatus. Yeah or something like that, okay, our results are brought to you by yes, whatever, yes, yeah fine that bit make. That would make sense if the only part of the video that you sponsored is literally your ad. That’S not a video sponsorship, yep yep yep! Maybe we just need to start calling it something else. This part of the video is a message from this brand because it’s not sponsored by them. It’S just the wrong. Word yeah, I don’t know so things are weird, so I’ve had a lot of people. Ask me over the last little bit because we did a couple spots recently that were structured like that, and that is my response. I think it’s silly, but I understand in a lot of cases why the legal department is stepping in and saying um. Actually, we need to be super super careful about this, because it wouldn’t be the first time that a brand. So now I’m now I’m putting on my reasonable hat.
It wouldn’t be the first time that a brand got burned for sponsoring some some content creator and if they could come in and say well um, actually we only sponsored just like our specific messaging. We have nothing to do with the viewpoints of that particular person. Then you know, I guess, there’s some plausible deniability there, but I think that if the person’s so toxic that you’re worried about that, then you probably just shouldn’t sponsor them.
I would also uh raise a point. I guess I’m not arguing, but I’m raising a point that uh this type of stuff will always change. It will always be in motion uh, because agencies exist. Agencies need to feel like they actually matter and did something so they’re going to make small unimportant changes and slap their stamp on it and be like yeah.
I have to deal with enough agencies that I am not going to weigh in on the thing he just said: [ Laughter, ]. Thank you agency. We value your business yep .