From recipe videos to food reviews, cooking demonstrations and the ever-so-popular mukbangs, food has become a favorite topic for video content. And, as a business owner or marketing manager of a food brand, you shouldn’t ignore this opportunity.
After all, food is one of the few things that unites us in the real world and that translates into the digital world—so much so that the number of views for food-related content on YouTube is increasing by 170% year over year.
So there’s no doubt that users are more than happy to have more and more food videos to consume.
What you might be wondering now is, “How can I use video to help grow my food business?” and that’s exactly what we’re going to go over today. Keep reading!
3 Ideas for Creating Food Videos
The videos that make sense in your case will greatly depend on the type of food business you run. One idea might work wonders for a fine dining restaurant but not so much for a food delivery service or a breakfast cafe. So, it’s important to keep in mind that creating just any kind of video isn’t the way to go: your content always has to match your brand’s image.
Having said that, certain formats and concepts are quite versatile. You can always experiment with:
Recipe Videos
Users will always find these useful, and that’s exactly what you want your content to be.
You’ll need to keep two things in mind when planning your recipe videos.
Firstly, there’ll be plenty of competition. From other food businesses to internet personalities, there are many players in the food and beverage marketing game and so your videos need to stand out. Use appealing thumbnails, add your own twist, choose innovative angles… whatever your creativity suggests.
The second thing to remember is that trends in the food world change constantly and you’ll need to keep on top of them if you want to create relevant culinary content. For example, 2020 is going to be all about sustainability and wellness, so how can you relate those concepts to your brand?
Partnerships with Food Influencers
A whopping 63% of people trust influencers more than they trust brands. It might seem scary that consumers don’t really trust your business. However, given the ever-growing number of food influencers on social media, this is actually a great opportunity.
The main thing to consider is choosing the right influencers. If your brand sells protein energy balls, it’d make sense for you to partner up with a health and fitness influencer. If, on the other hand, you deliver weekly food boxes with a focus on families, perhaps you could work with a family channel on YouTube. You get the drill!
Vlogs
Vlogs are one of the most popular types of video on YouTube. Viewers love to watch people live their day-to-day life, perhaps because this format allows them to relate to the creators on a completely different level.
Although the world of vlogging has been dominated by individual creators, 2020 is the year that brands start investing in this format as well.
Think behind-the-scenes, laid-back conversations between employees, or restaurant tours—any type of video that shows what it is like to work for your brand. Not only are these videos quite simple and cheap to film, but they’ll make you more human in the eyes of the consumer. Too many perks not to do it!
For Inspiration: 2 Successful Case Studies
To have a better understanding of what might work and what might not, check out past campaigns that performed well. The examples below were created by brands that you most likely know about and we bet you’ve even seen at least one of their videos:
The Tasty food channel, by Buzzfeed
Buzzfeed is probably one of the first names you think of when we talk about online content. They’ve certainly mastered the art of creating quick and effective recipe videos (and much more). Is there anyone who hasn’t watched one of their colorful, overhead cooking videos?
The ‘Any Night’ campaign, by Blue Apron
In its ‘Any Night’ campaign, Blue Apron took the emotional aspect of food and created a video that so many of us can relate to by focusing on the magic of cooking a meal for our families and enjoying the food surrounded by loved ones. It’s the perfect example of a food video where the concept doesn’t revolve entirely around food!
Food videography is the recipe for success of any food brand’s success in the digital world. (See what we did there?) If you’re ready to start working on your branded videos for 2020, we’d love to help you create them. With access to the expertise of photographers, videographers, food influencers and more, we’ll know exactly what you need to do to take your online presence to a whole new level.
Start a project with us today!
Recent Comments