4 Video Marketing Tips for Brands in the Food Industry
One of the reasons that platforms like Instagram are so popular is... food. Now bear with us on this one and listen to the logic.
1. Everybody likes to eat. 2. Most people like to share what they eat.
The only thing better than food selfies and recipes in video marketing, is sharing the experience. This is why food shows do so well, even if you can’t smell or eat any of the goodies. And full disclosure, we’re personally superfans of Parts Unknown with Anthony Bourdain because the format beautifully marries cinematic style and storytelling with scrumptious food and drink!
By the year 2019, 80% of all traffic online will represent video. If you are considering video marketing in the food industry, there are a few things you should know. Check out the following tips on how to get a the right kind of video filmed for you:
1. Tell Your Story
Is your brand about to launch and disrupt the industry with a new service or delectable product? Or are your decades of tradition and quality what set your brand apart? In any scenario, food is communal, emotional and universal so your customers want to hear your unique story. In a foodie era in which consumers are very well versed in ingredients, flavors and techniques, your brand story will be much appreciated. Here’s a brilliant example of a documentary style video shot by Joshua Davies about a head chef.
2. Bring Your Customers into the Kitchen
People love peeking behind the curtain and the food industry is no different. One of the best things about video marketing for food is that the entire process, from start to finish, is a production. Make your food, your chef, your flavor profile, and your recipes the star and before you know it, you’ll have authentic, craveworthy content.
This is where you tap into your die-hard and/or ultra-heartthrob fans and have them do the talking or smizing for you. This is the most obvious place to use video. Whether your goal is a viral campaign or having a customer discuss how their relationship with your food product has changed their life, the messaging doesn't’ get stronger than word of mouth.
4. Social Strategy
Don’t forget about social media. This is where video is king. Without these channels, you’re cutting off a large portion of the audience. A new study has revealed just how important the role Instagram plays in the relationship that millennials have with food. According to research by Zizzi, 18-35-year-olds spend five whole days a year browsing food images on Instagram, and 30 per cent would avoid a restaurant if their Instagram presence was weak.
A Recipe for Success
It doesn’t matter what business you are in; the stats will tell you that people are in love with watching video. It’s simply an easier method of getting your message across. There are over 465 billion views of food and beverage videos on YouTube. Food simply attracts more customers.
A prime example is Buzzfeed’s most successful food video called “S’mores Dip.” It has been seen more than 128 million times, with 1.8 million interactions and 2.8 million shares on Facebook—and it’s only 30 seconds long. This clearly demonstrates the power of video when it comes to marketing food.
You should also make sure you hire the right team to get the job done professionally. A video production crew can come in and get just the right lighting and angles to make people salivate over your dishes. They’ll also edit and clean it up to put your product in the best light possible. So you can worry about making the food, rather than shooting it.
Every industry can benefit from video marketing, but the food industry is particularly successful because of the potential for a robust experience.
If you have any questions about video marketing for the food and restaurant industry, give us a call. We’d love to shoot and do lunch!