How food and drinks brands can benefit from video content
by Natalia Lopez
Did you know that people spend an average of 84 minutes per day consuming video content globally? Consumer demand for video content is also increasing everywhere, so it’s no surprise that 86% of marketing professionals now use it as part of their industry toolkits.
More than written, static images or sole audio, videos are also consumers’ favourite way to absorb content from brands on social media. The versatility of video’s benefits for your food and drink brands include lead generation, influencing consumer purchases and increasing brand awareness.
From mouthwatering recipe demos and enticing food photography to alluring advertising videos and masterful social media reels, our team at Curious Crab knows how to produce showstopping video content to elevate your brand’s social media and propel your company to market leadership status.
We’ve produced video content for one of the UK's best food magazines, award-winning snack brands, and the world’s leading Chinese sauce brand. Whether you’re like us and have first-hand experience with the value of video or if you need a little more convincing, we take a look at five of the main benefits of video marketing so you can learn how you take advantage of video marketing to boost your brand.
Video increases your sales
A leading explainer video company recently surveyed their audience and found 88% admitted to buying a product or service after watching a brand’s video. There’s little doubt that video can drive consumer purchase decisions and increase sales and brand value. Powerhouse food and drinks brands like Starbucks, McDonald’s and Coca-Cola are leveraging its potential by dominating social media views with their slick, fun and easily digestible content.
High-quality, visually stunning and unique video continually attracts visual content-obsessed customers and is essential to any savvy brand's content marketing strategy. But don’t just take our word for it; YouTube statistics show food and beverage videos on the site racked up a combined 465 billion views. Putting two and two together, the potential of video for increasing product sales is simply staggering. Regardless of the stage it's at; a professional and effective video marketing strategy is an invaluable asset that could catapult your business to a whole other level.
Video is the best way to tell your brand’s story
Any marketing professional worth their salt knows the power of storytelling and the importance of it for connecting to your customers. Luckily, food and drink content is some of the most visually appealing, emotive, and desirable in the world of digital marketing. There are numerous ways to take advantage of this in-demand format to tell your brand’s story and leverage the primitive capacity of food to bring people together and connect.
Posting behind the scene footage of your production process, sharing recipes and featuring an origin story are all increasingly ingenious methods brands are using to capture the attention of viewers, increase brand awareness and demonstrate credibility, quality and authenticity. More than ever, customers are practising conscious consumption and are taking an interest in the ingredients, techniques and people behind what they buy. Harnessing the power of video is the best way to condense years of experiences into seconds of captivating and highly converting content that inspires trust and builds a loyal following.
Video is the most effective medium for marketing your brand
In 2022 82% of all the world’s internet traffic will come from video streaming and downloads. Currently food-related content is one of the top ten content categories globally that generate the most engagement. This makes video an essential part of any brand’s marketing strategy, especially its social media presence.
Research also shows that Instagram and TikTok play an important role in influencing millennial food choices related to where to eat, what to order and who to buy from. YouTube has also joined other social media platforms, allowing users to regularly consume video content under the two-minute mark. This shows that more and more brands are taking notice of the power of video to communicate a brand’s values, missions and products faster than ever before and to a larger audience. Whilst it used to be expensive TV advertising that was used to launch new products, consistent video production allows brands to showcase their personality, products and services in a more affordable and effective way. The age of viral social media posts shows consumers have never been happier.
Video are perfect for collaborations
Many of the most successful brands are increasingly collaborating with top chefs and foodie influences to produce content that reaches a global audience faster than the time it takes to crack an egg.
Celebrity partnerships and sponsorship opportunities are an ingenious way to showcase high-quality ingredients, offer viewers a behind-the-scenes exclusive and take them on a journey from source to shelf. Video is a great platform for experimenting with topics that matter to your audience and a great way to grab viewers’ attention and build brand identity. The value of getting customers to emotionally invest in your brand is a technique used by some of the most successful vloggers, influencers and brand ambassadors.
Some of the industry's top YouTube channels like Bon Appétit, Delish and Munchies reach a wider audience thanks to recipe collaborations with other well-loved people and brands. Partnering with other industry leaders can boost your engagement and follower count and quickly convert into increased sales as consumers rush to recreate that on-screen magic. The age of the foodie influencer is here and it’s ripe for the picking.
Video is versatile
Rounding off our list of the benefits of video for your food and drinks brand is the versatility of its format. From live-action to animated and screen recorded, video content lends itself to a range of purposes.
Food and drinks brands are using video to make explainer videos and product demos that teach customers how to make the most out of a product and also inspire them with new recipe ideas. Social media videos are the new era of advertising and allow brands to experiment with creative ways to deliver sales-driving content in bite-sized form. Even more, companies are leveraging the power of testimonial and endorsement videos to build trust with their audience and communicate their powerful mission and vision statements.
All the social media giants like YouTube, Facebook, TikTok and Instagram make it easier than ever before to share and promote video content on the internet. This means your investment in one bit of content can be distributed across numerous platforms and reach a dizzying amount of potential customers. This particular versatility makes video content easily the best marketing tool for food and drinks brands everywhere.
Final Words
If pictures are worth a thousand words, then videos are priceless. More than ever before, consumers have access to limitless content, and the stats for video, in particular, show us that they’re hungry for more.
To give your food and drinks brand the edge it needs to survive in this competitive landscape video is an essential part of your marketing strategy.
Curious yet? Reach out to our team today to see how we can help you reap all of these benefits of video...and many more!
