Vox Creative Wants To Help Brands Conquer Simple Storytelling With New Explainer Studio



Newly launched team will partner with advertisers on simple, informative storytelling.

Explainer videos have become a staple on the Internet, and few publishers do them better than Vox Media. Since launching in 2014, the outlet has using succinct and straightforward storytelling to break down important—yet complex—issues, making them more digestible for its readers.

A classic example (and a personal favorite): their explanation of how Kanye West pioneered the use of the human voice as an instrument.

As of this week, Vox Media—owner of sites like Eater, the Verge, and SB Nation—will be parlaying this core strength into a branded content offering for leading advertisers, called the Explainer Studio. The news was first reported in the Wall Street Journal.

The announcement makes a lot of sense given the growing importance of online video to major advertisers. Beyond simply promoting ads, brands are hungry to find ways to create branded content that will break through the noise, delivering tangible value to relevant audiences through entertainment, or in this case, education.

Vox Creative’s branded content team already has a headcount of 40 creatives, and WSJ reports that about ten more will be added to support the Explainer Studio in the near-term. Brands already on board include Ben & Jerry’s and Spotify.

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