Video Advertising for Food Brands
Video advertising has been growing tremendously in the last few years and according to a study by statista, 27.2% of online viewers spent 10 hours or more watching online videos per week. (https://www.statista.com/statistics/611707/online-video-time-spent/)
Especially food topics make up a big share of online content and every food brand has to consider if the medium video should be a part of their advertising strategy. However, to be able to use video advertising to its full potential, marketers have to fully understand how to use this tool effectively.
First of all, why is food content and especially moving image so successful?
For all of us food is a central element in our lives, whether you are a gourmet or fast-food lover, we all need to fuel our bodies by eating. Food and its preparation can trigger strong emotions which can be used by a brand to transport its vision and values with authentic videos that stimulate the senses and create positive feelings. Visual stimulation can also enhance appetite and make the viewer hungry for a certain product because as the saying goes “you start eating with your eyes”.
To decide whether you want to use video content as a tool in your marketing strategy you need to think about these things initially:
What do you want to achieve with your videos? Do they fit and support your other marketing activities?
Which budget can you allocate towards your video creation efforts and how much media budget do you need to spread it around?
On which channels do you want to share your content, which format is best for it?
How do you measure if your video efforts are successful?
If you have answers to all these questions you can go ahead and develop a creative concept that fits your marketing strategy. To make your content valuable you should try to tell an entertaining story or help the viewer to solve a problem.
The most classic of all food video types is the recipe video which teaches how to cook a certain dish and casually introduces products which are needed to prepare the desired meal. Food brands can create and share inspiring recipes or preparation hacks which can be recreated by their audience. Speaking of audience, a lot of people are very likely to share what they eat on social media and this user generated content is another great source of (free) video content around your brand. If you can encourage your brand ambassadors and fans to create videos for Instagram or TikTok, your brand message or products will be spread from peer to peer, which is every marketer’s dream, as it’s authentic, trustworthy and most likely cheaper than producing and spreading your own videos.
If your products are not the only thing you want to talk about but for instance your brand's mission is setting you apart from the competition and is worth to share, tell the story of your values and who you are as brand and what is different about you. If you manage to stand out of all the content, consumers will get aware more easily and when they like what you have to say, chances are that next time they stand in front of a supermarket shelf they remember your cool video and innovative product and pick you – out of millions of other choices.
Summary: video is a strong tool if done right, before you start filming, make sure you have a goal which you define for your video efforts and set up a strategy first before you go into creation mode. If you need help with this, we are here for you!