They say that imitation is the sincerest form of flattery. In branded video, mockery is similarly flattery, and something that brands should not only embrace, but also seek out. Branded video is unique in its ability to engage viewers and then create earned media through sharing and other social behaviors. One of the key behaviors is the creation of user-generated, or derivative, content. User-generated video helps to lengthen the life of a branded video and spread the brand's message.