Social Media’s Future is Video

Video was the talk of the Social Media Marketing World conference last month. Although we’ve seen signs of growth in video for a year or two now, it seems to have reached its tipping point. Almost half the workshops at the conference emphasized video in their titles or descriptions. So, it’s beyond time to test the water and more like time to dive in head first.

By 2021, 95% of all content consumed online will be video, according to Marcus Sheridan. And, research shows video already gains 1200% more engagement and shares than content without video. It’s estimated it would take one person five million years to consume all the content loaded on the Internet each month in 2019.

Because food is naturally a visual product, companies throughout the industry should be leading in producing video content on social media as well as on more traditional channels. In fact, the food and beverage industry accounted for the largest portion of video online with 465 billion views in 2017! With the growth in video during 2018, we can only guess how many viewers there are now. Videos about food and beverage represent double the second-place category, beauty.

So, how can companies use video to tell their stories?

How to Use Video

Videos increase transparency and add personality to almost any page or product. It’s the difference between showing and telling. Think about the difference between reading about a product and seeing a video that demonstrates it. You can probably see how video adds a depth to your message that isn’t achievable simply using words. Research shows that videos help increase trust in company products and services so there are actual business reasons to use it. Some ways to use video:

  • Help the customer understand uses for your product

  • Provide testimonials from customers, employees or influencers

  • Answer questions customers regularly have

  • Turn your bios into videos so customers get to know company leadership

  • Bring product or service pages to life

  • Explain cost and pricing information

  • Substantiate your claims on packaging or marketing by providing information

What’s Stopping You?

There are any number of reasons you probably aren’t using video. They aren’t all that different than our obstacles to joining social media in the first place. For most of us, it’s getting past that unease of seeing yourself on video. Or, simply wondering who would really want to see you on video. If that’s the case, don’t make it your likeness on the video. Instead, feature your product, or use animation to tell your story.

Then, there’s the worry that your topic might not be that interesting, but a look at the plethora of popular YouTube channels out there and even some of the video on your own channels may help you there. When one understands there were 4.3 million YouTube videos watched every minute of 2018, it seems a bit more plausible your video will be well received.

Which leads us to another fear: that the video won’t be considered professional enough. Again, a quick look at YouTube and your social feed may help you feel more comfortable with video produced by you, or someone who hasn’t won any Oscars.

Some Inspiration

  • DIY video showing how eggs grow at a hatchery. It’s pretty interesting.

  • Fair Oaks Farm uses video on their home page to show how their farm experience works and the about us page to talk about the background for this education experience as well as program they started using bio fuels where they use animation to tell the story.

  • American Lamb uses video to tell the story of the lamb industry’s heritage as well as a series of how to videos.

  • Heritage Distilling Company has a series of videos for making cocktails.

  • Our own Kelly Kirkendoll uses video to show recipe techniques on her food blog, Kitchen Gone Rogue. Here’s Kelly demonstrating how to make her Red Thai Curry Gnocchi.

Where Do You Start?

While it could be easier said than actually done, it’s time to get beyond the point of hesitation and just dive in. Begin by thinking about how topics on your content calendar can be translated to video.

  • Start small with just one or two videos. Test to see how they work. Then, increase both your investment and the use of video on your channels and website.

  • Look at your content calendar and website to see what could become a video. See the list in the first section for some ideas.

  • Get some inspiration from the Food Bloggers of Canada who offer 10 Types of Great Food Content for YouTube.

  • Take a look at Sprout Social’s guide to creating social media videos. There are a number of articles here, including a regularly-updated guide to the main social channel video specifications.

  • Remember to be entertaining, informative and inspirational, or at least two of the three. Most of those watching your video are under 40.

  • Make sure your video can be easily seen on a mobile device as that’s where 90% of people are watching them.

Finally, relax. Have fun. Remember we can help, too. We’re available to help identify topics, write scripts, shoot and edit videos for your channels. We’ll always make sure we understand your brand and the purpose and voice for your company.

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The Barber Group

Gig Harbor, Washington


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