One branded content piece I found very effective was Spotify’s ‘Wrapped’ campaign. It worked so well because it wasn’t just an advertisement it gave users personalized insights about their own listening habits and turned them into shareable stories. The campaign encouraged organic engagement, since students and young audiences loved posting their results online, which multiplied the brand’s reach. The design was colorful, the videos were fast-paced and snackable, and the campaign blended utility with entertainment which I think is key for branded content . It made people feel like they were part of the story rather than just being marketed to

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To make a video engaging for college students, I’d start with a strong hook in the first few seconds something relatable from campus life or a thought provoking question that grabs attention. I would keep the pacing fast with quick cuts captions, and trending sounds to match their short attention span. Adding humor, memes, or references from student experiences makes the content more shareable, while mixing in quick value like tips, hacks, or insights ensures it’s not just entertaining but also useful. My goal would be to make it feel like content they’d want to tag their friends in or share across their groups