There are 2 constants on the internet that probably represent at least 60% of all screen-time: funny photos of cats, and delicious photos of food.
Since food blogging became popular on Instagram, culinary companies have seen an explosion in digital foot traffic. Unfortunately, as quickly as trends come, they saturate. Delicious food photos have become such a mainstay in the digital consciousness that it’s much harder to stand out.
The new king in town in terms of engagement is video, and the evidence is mounting that video content is the single best way for food brands to win new business.
Let’s dig into a few of those reasons.
1. It’s far more engaging
Videos on social generate 12 times more sharing and engagement than text and image content combined. It’s no surprise, then, that the majority of video marketers around the world see video as the single biggest ROI marketing channel.
Not only that, people who watch a video retain 95% of the information. Food brands have a particularly small window to capture the attention of potential users. Video ads are by far the highest engagement medium, making them an especially good fit for culinary marketing.
2. It grows brand awareness
The best part of videos being engaging? They’re more shareable. The best part of your content being shared? Awareness!
Brands leveraging video content generate over 50% more brand awareness on average than those relying primarily on image or text-based content. The culinary world is arguably the single most saturated industry in the world, and growing brand awareness is ruthlessly competitive. The top players in the industry rely almost exclusively on extensive brand awareness campaigns to maintain their hegemony.
If you’re looking to distinguish your brand from other food companies in your space, specializing in video is a great way to do it.
3. It’s just good business sense
While it’s theoretically possible that video could be highly engaging and shareable while still being an ROI sink, in reality that’s not the case. Video content crushes ROI benchmarks and expectations almost 90% of the time, and the other 10% is usually still useful in establishing a baseline for future content success.
There’s really no simpler way to spin it: If video isn’t a central strategy, or even an element of your strategy, your brand is missing out on a mammoth amount of engagement and profit.
Why you should outsource your video creation
All right, you’ve made it this far﹘which means we’ve convinced you, right? It’s time to make video content a core part of your marketing strategy.
One of the biggest obstacles to transitioning to video is apprehension over getting started. After all, it requires a more developed skill-set to produce high-level video vs textual or image-based content. That’s why, rather than finding a way to do it in-house, video content is the single best marketing channel to invest in by outsourcing.
A few benefits you can expect from outsourcing your video content:
1. Vetted Food-Content Creators
A good outsourcing agency catering specifically to the food industry will have﹘you guessed it﹘food videographers. Much like food photography revolutionized the food marketing industry, the new age of food videography has its own specialists﹘and you need those specialists.
Specialized food videographers know how to frame and deliver video content specifically for the culinary niche, ensuring you get the ROI you’re looking for.
2. Addictive Tasty-style Videos
You’re probably aware of Buzzfeed’s “Tasty” videos, which have taken the web by storm in recent years. Those videos are created in a specific style that’s ideal for food companies﹘which just leads to higher engagement. Period.
A good video outsourcing partner will have food videographers skilled in framing videos using the Tasty-style, ensuring you’re delivering to your audience addictive, bite-sized content with viral potential.
3. Affordable Flat Fee
Don’t lock yourself into the sizable long-term costs of an in-house hire. An outsourced agency lets you pay on a per engagement basis, letting you scale up your video marketing efforts slowly and in a risk-free way.
Video requires a certain investment, so it’s better to make a smart one, than find out half a year into a contract that your strategy simply doesn’t fit the hire.
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In 2020, it’s impossible for a food brand to stand out digitally without running video content. No other category of social video in the last few years has seen higher growth than food. Pioneering shows like No Reservations have made food videos incredibly addictive and popular on YouTube, Twitter and other social media channels.
To capitalize on this movement, modern food brands need to drop other social strategies and invest in a good food videography agency. Working with that agency, a brand can come up with a unique concept that may end up being the single most powerful distribution channel of the brand.
Food is one of those things that can engage all five senses, and a well-made video will have your audience literally thirsting for more. Sound appealing?
You know what you need to do.
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