Video marketing is one of the top digital marketing trends in 2020 and it’s growing exponentially. YouTube users already consume over 1 billion hours of video content a day and users watch many more hours via social media platforms and independent websites.
Commonly cited as the most popular form of online content, videos are becoming increasingly popular within every demographic. This means your food and beverage company can increase its success by incorporating video marketing into your strategy. No matter what demographic you’re targeting or what market you’re operating in, video content is in demand.
To make the most of the trend, gain new customers and establish loyalty amongst your existing customer base, take a look at these three innovative ways to use video marketing to boost your food business…
1. Behind the scenes
People love seeing what goes into making their favourite products and video is the ideal content for this type of information. If you’re a food producer, for example, video content can show every stage of the production process. As well as giving users an insight into your in-house processes, this is the perfect way to highlight your brand’s unique personality.
If you’re committed to working with Fairtrade farmers, for example, incorporate this into your video content. Alternatively, if you only use organic produce, make sure this features prominently in your video marketing. Regardless of what your USP is, be sure give it pride of place within your content.
2. How-to videos
How-to videos are amongst the most-watched videos on the internet. When people want to learn something new or refresh their memory, they rely on video content more than any other type of digital media. Video allows you to tell and show your audience exactly how to do something, so it provides a unique wealth of information to anyone watching.
For food and drink companies, how-to videos can be particularly effective. From showing your audience how to best enjoy your products to teaching users new recipes using your products, there are endless ways to leverage this type of marketing.
Of course, any type of video content needs to be carefully planned, produced and published if you want it to have the desired effect. By working with a reputable food marketing agency, like Ceres PR, you can build video content into your existing marketing strategy and really capitalise on its impact. When you launch a cohesive campaign using a range of media assets, you can substantially increase your reach and, of course, having access to experienced food marketers will only increase your success.
3. User Generated Content
User generated content, or UGC, is being used by brands to strengthen their relationship with their customers. Inviting users to submit their own content prompts engagement and also provides you with a range of content that can be used alongside your own material. When you bring your customers into your productions, you’re rewarding their loyalty and giving them a reason to return to your site and social media accounts. Furthermore, you’re giving potential new customers a reason to follow, like or share your online content.
As millions of people are looking for ways to entertain themselves amid lockdown restrictions, now could be the ideal time to launch a user generated content campaign. A considerable number of people have extra time on their hands, so a creative campaign that rewards the most innovative at-home content producers could generate a lot of interest and spark a substantial amount of positive PR for your business.
In addition to this, user generated content could be a viable way to maintain your marketing activity even if your own content production has been delayed or decelerated. If you’re unable to access the studio or are working from home instead of your office, for example, a collaborative campaign that involves your customer base could fill gaps in your marketing schedule until you’re able to return to your usual production schedule.
Keeping Up to Date with Food Marketing Trends
Video content is a major marketing trend in 2020 but it isn’t the only type of marketing activity you should be focusing on. The rate of voice activated searches is increasing as more people use smart devices, which means altering your marketing strategy to incorporate this new way of searching for content. In addition, combining experiences and eating is set to be integral to food marketing in 2020.
With so many food marketing trends to look out for, it can be tricky to stay on top of what’s happening in the industry. By working with experienced food marketers and dedicated agencies, however, you can access the expertise and creativity you need while giving yourself the freedom to focus on your own core business activities.