Video marketing is one of the best ways to drive engagement with key audiences. Think about Super Bowl ads and how people discuss and share them for weeks after the event. In today’s world of omnichannel consumers, marketers must employ a variety of delivery mechanisms for their message, and video is compelling on different platforms such as mobile, web, and television. From how-tos to quick tips to pure entertainment, all types of videos are being employed by consumer packaged goods (CPG) brands as they seek to meet core audience segments in their preferred channel. See how your brand can leverage video to create authentic engagement with your shoppers.
Unique, Branded Content
Your brand is special, but those attributes may be challenging to distill down into a few words that can be used in print ad headlines or on product features. However, you may be able to communicate that value proposition to shoppers directly by offering videos that feature your brand in real-life scenarios. According to a survey done by Wyowl, 98% of the people said they had watched an explainer video to learn more about a product or service, and 90% of people said that product videos were helpful in their decision-making process.
For example, a mayonnaise brand may show how their creaminess factor adds a better texture to summer recipes or extra kick to fruit salads. Beef providers can tout the benefits of their product by creating a delicious recipe based on specific cuts of meat that are easily found at the grocery store. Other brands may find it more beneficial to show how to do something, such as the ideal routine for using a specific skin care product. All of these tidbits of content are highly compelling to viewers, who are likely to share what catches their attention on social media or via email. That’s video content marketing at its finest.
Choosing Your Channels
As a personal consumer of content, you probably use various channels for distinct reasons. If you’re looking for a how-to video, for instance, you are more likely to visit YouTube, and if it’s a recipe you’re searching for, you may instead head to a cooking website. Shoppers have similar habits, making it important to match the type of content to the channel you select for distribution. Some of the main channels that content creators utilize are Facebook, Instagram, YouTube, and via a manufacturer or retailer website. Facebook and Instagram are best for very short videos — less than 90 seconds for Facebook, and 30 seconds or less for Instagram. Website and YouTube videos can be longer, with the longest videos working well on websites due to YouTube’s new feature that adds in advertising after every 10 minutes of video feed.
A prime example of a brand using this technique is Whole Foods Market, recently acquired by Amazon. The Whole Foods YouTube channel has over 79k followers, and marketers are uploading new content nearly every week. Stunning recipes and photos on their website are complemented by educational and useful how-tos and tips for healthy eating on YouTube. When shoppers search for dinner suggestions, there’s a good possibility that some of the thousands of videos created by the Whole Foods team will surface to offer ideas and inspiration. Even better, Amazon has started to mobilize their audience by offering discounts right within the YouTube platform.
While there are benefits to shoppers interacting directly with your brand, there is also significant opportunity to leverage influencers, and you don’t necessarily need A-list celebrities to promote your CPG brand. In fact, niche influencers can be more effective at pulling in core demographics for meaningful engagement. Between ad blockers and cord-cutters, it is more difficult than ever to reach your audience through traditional means like broadcast television. Influencer marketing allows your brand to be introduced to shoppers in a more natural setting: through product reviews, product placement in videos and more. According to Forbes magazine, influencer marketing may be one of the most valuable tactics that your brand can employ.
A prime example of influencer video marketing is the recent partnership between Gina Homolka of Skinny Taste and Uncle Ben’s rice. When Gina introduced her recipe for Korean grilled lettuce wraps that incorporated Uncle Ben’s brown rice, the campaign received more than 12,000 Facebook shares and a total of 1.4 million views. This was even more impressive when you consider that it was accomplished with Gina’s relatively modest 5,800 YouTube followers.
Creating Effective and Authentic Content
Creating a single piece of video content is not enough to drive an effective strategy. It takes time and effort to build up a channel’s worth of content that will capture and hold the attention of your shoppers. Here are some tips for creating authentic video content that will not only engage interest but also drive sales.
- Do not stray from your brand standards.
- Focus on how you can extend your brand in interesting ways while educating your audience.
- Optimize your videos for the distribution channel. YouTube videos should be quite different from those targeted to Facebook users.
- Give your influencers plenty of information and details to work with if you want to receive their best work.
- Always include an element that will entice viewers to share your content with their network.
- Continue to push fresh and interesting content regularly to your audience.
Perhaps the most important reminder: do not forget your call to action, such as where you can purchase items or any discounts that are available. Let your audience know how to learn more or take action. Compelling video content will not only meet your shoppers’ needs, but positively impact your bottom line.