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YouTube Marketing: What you need to know to drive your business forward

15th January 2019

written by George Hughes

YouTube marketing is a great tool for driving your business forward. So here’s a breakdown of what you need to know about why it works so well and how to use it…

Did you know that after Google, YouTube is actually the second biggest search engine in the world? With an average of 5 billion videos being watched on the platform every day.  

It’s an impressive statistic and reinforces the idea that people love to acquire knowledge and entertain themselves through the medium of video.  Whether we are learning to cook, checking out movie reviews or laughing at funny cat videos, video offers an engaging and easy way to digest content.

With so many people using YouTube in their day-to-day lives, it offers businesses a fantastic opportunity to reach their customers and grow their audience.

 Why YouTube Marketing?

Many businesses turn to social media channels like Facebook or LinkedIn before they embrace YouTube marketing. They underestimate the potential that YouTube can offer.

 So how effective is YouTube Marketing and why should businesses be making more from this platform? Let’s look at the facts:

Put simply, YouTube offers you a way to reach your target audience in a way that other channels cannot.

Marketing on YouTube

 YouTube marketing is a deep subject which spans from the tiny details of profile optimisation to reaching vast audiences through running YouTube ads. In this section, we look at the fundamentals of how and why you should be marketing your business on YouTube. 

Develop Authority

Representing your business on YouTube offers an opportunity to build trust and grow authority by creating content that educates and resonates with your target audience.

The medium of video allows you to add a level of personality to your business that is otherwise very difficult to achieve outside of face-to-face meetings with clients. It provides a platform where your business can communicate their position and views in a concise and engaging way.

Remember that YouTube is a social media platform. Your content should provoke conversation and generate interest in your business offering.

Increase Reach                  

Given the stats we gave at the beginning of this article, it should be fairly obvious that your target audience is very likely to be using YouTube in some way. The potential reach is huge, but this doesn’t mean that you can simply demand attention.

By working on creating an entertaining, authoritative and engaging presence on the platform, you put yourself in the best position to earn your audience’s attention.

YouTube enables you to reach new demographics that you might otherwise struggle to reach.

Boost SEO

Producing high performing YouTube videos is a great way to get your business found on search engines. The first and most obvious reason for this is the fact that YouTube IS the second biggest search engine, therefore if you are ranking high on their search results you are going to see high levels of traffic.

In addition to this, search engines like Google know that video is the most engaging type of content and in most cases serves YouTube videos near the top or first in their search results (after paid ads obviously). Just look at the results for “How to make YouTube marketing video” below…

So, if you are ranking high on YouTube, you will likely rank high on Google as well.

YouTube Marketing: Top Tips

  1. Know your audience. Understand who you are trying to target and create engaging, compelling content that they would want to watch. Just using YouTube videos to highlight the benefits and features of your products and services will get you nowhere.
  2. Target keywords. Just like on other search engines, YouTube returns results based on user search terms and matches them with the most relevant content. Make sure you are using the best keywords possible in your title and descriptions.
  3. Keep it fresh. Just like on all other social media, posting regular, quality content is the best way to keep your audience engaged and coming back for more. It is also likely that the search algorithms on YouTube place importance on up-to-date content, so don’t shy away from updating older content when new information is available.
  4. Use explanative, engaging cover images. Imagine your video is like a mini advert in the YouTube search results. Your video preview should be highly engaging and help people understand what they are going to get. Check out the covers below to see how this is done.

Smart YouTube Marketing can offer businesses a great way to reach their target audience in an authentic and powerful way. Getting started is as simple as creating a branded account, developing a strategy that aligns video marketing to your business goals and creating your first few videos.

Want a professional hand in creating compelling, authoritative content which can be used on YouTube? Get in touch today.

Small Films is a London video production company. We create films for the UK’s leading brands including Aldi, Co-op and EDF Energy. 

 

Interactive video is a digital or linear video that supports user interaction through clicks, touches, taps and movement and goes beyond the ordinary play and pause technology.

Viewers become the creator and navigate through the video choosing the narrative, selecting the storyline and making decisions based on their interests.

Interactive video for online advertising can be extremely rewarding. You can achieve a much more detailed and personal account of your viewer’s personality, and it has the potential to be worth a lot more than linear video or targeted marketing combined.

Interactive video first started as a simple click on a video advert that would play before an online TV show or on a pre-roll ad on YouTube. The ad would ask the viewer to click on the product or image they would like to learn more about, and the brand then captured this information.

Brands like Maybelline, Burger King, Mcdonalds and Volkswagen are already using interactive video in advertising to understand better and engage their customers. But there should be a lot more brands using it, especially in 2020.

Interactive video offers a lot of opportunity and creativity. And it’s not just online but also out of home devices where interactive video can be used. For example, McDonald’s are constantly doing outdoor interactive advertising like this Poster Puzzle display that encouraged the public to solve the puzzle to “sort their heads out”, which promoted their €1 large coffee.

 

Interactive video online is still new territory for many brands and with just a few early adopters. However, this does not mean that interactive video doesn’t work – it just means that it is not a well-trodden path. And because the internet isn’t saturated with interactive videos, this means that there is a lot of space and opportunity to harness this medium and gain some great engagement.

Here are some examples of interactive videos from brands that have worked well.

This is an interactive video Deloitte made for their recruitment scheme. The viewer is taken on an interactive experience of someone’s first day at Deloitte, and they need to make important decisions throughout the day that will reflect whether you will fit in at Deloitte.

This is another example of an interactive video made by Maybelline New York. It’s a tutorial video to help people use and apply makeup in the right way and allows the viewer to choose which type of makeup style they are interested in learning about.

As well as allowing the viewer to choose the video’s narrative based on their personality you can also create interactive videos that allow viewers to select products to purchase or learn more about.

You can also use interactive video to understand your viewer’s touchpoints, interests and needs. A video made for GSK by Wirewax where the viewer can choose what part of the body they are having athletic difficulties with. The video will show the viewer a workout routine to help that area of hindrance from the choice made.

Do these videos work? They definitely help engage viewers and get them to pay more attention to the video, the brand, the products on display, and the message of the video. But do they work at capturing information and converting a viewer into a customer?

We know that 82 percent of all web traffic is predicted to come from video by 2022 (Cisco) so, the need for video content that stands out from the crowd has never been more poignant. We also know from research that Interactive video content generates 2x more conversions than passive content (Kapost), 4-5x more page views than static content (LinkedIn) and, 93% of marketers say interactive content is somewhat or very effective at educating the buyer, versus just 70% for static content (Demand Genreport). A study by Wyzowl found that 23% of video marketers have used Interactive video as a channel (up from 20% in 2018), and out of those, 83% say it’s been successful for them (up from 78% in 2018).

Interactive videos work great as internal videos for recruitment, induction and training, B2B explainer videos and B2B marketing videos, and they work well as B2C online advertising and social media marketing. The best thing about interactive video is the amount of data you can capture and how precise that data can be. Because you are leading the audience into a set of options and based on their decision, you can understand them on a more personal scale. With every click, you learn more about your audience. You can then group them more effectively into categories based on interest and values and then better market to them at a later stage (Kaltura). Because your audience controls their video experience and their experience with your brand, they are a lot more receptive, open and ready to engage, making them more willing to give up their time and information. 

If you are thinking about interactive video, then play around with the ones out there already and see whether you can imagine your brand using this form of marketing. If you don’t want to go straight into interactive video, then do something similar to Buzzfeed on Youtube and try some interactive quiz adverts that ask the audience a few simple questions about the market. Buzzfeed gets over 75% of its Quiz traffic from social media, and many quizzes used in marketing work exceptionally well at engaging and capturing customers (Mashable).

To find out more about using interactive video, contact us.

Small Films is a London video production company. We create results-driven films for the likes of Aldi, EDF Energy and Eton College. 

As recently as 5 years ago, the vast majority of us would have tuned into our favourite show via our TV sets… at home… probably on the sofa. Today, the picture is very different. Almost half of adults aged 22 to 45 are not watching content on traditional TV platforms (AdAge) and 64.8 million people born between 1981 and 1996 will watch streaming videos or downloaded videos on a device at least once a month (Forbes). TV as we know is dead. Long live online streaming! Of course, TV isn’t actually dead. But the way we consume it has changed forever. Many people will still flick the TV on to catch their favourite series as it is released whether that’s X Factor or Silent Witness, but for most of us, on-demand has replaced live viewing as our preferred method of consuming any type of television content. And for Millennials and Generation Z who have come of age in a digital world,  BBC and ITV are increasingly shunned in favour of subscription based services like Netflix or Amazon or user generated content sites like Youtube. 

 

The writing has been on the wall for analogue TV for at least 2 decades and when the analogue signal was switched off in 2017 forcing every individual to access television via a digital box, it wasn’t a great surprise to the industry. The emergence of super-fast broadband that removed the need to have a sky dish or cable TV to access more than 5 channels of television was one of the biggest driving factors behind the shift in the television landscape. That… and the arrival of 3G and cheap mobile data which has allowed video streaming in the palm of your hand.

 

 

It’s surprising to find that Netflix has actually been around since 1997. It started life as a DVD rental business but began streaming online video in 2007, just 2 years after Youtube was founded. Today Netflix has 139 million paid subscribers worldwide and on Youtube, one billion hours of content are watched every single day. YouTube is ranked as the second-most popular site in the world after Google (Alexa Internet). And, whilst Netflix and Youtube may have paved the way for online video, there are now dozens of different streaming platforms from Disney+ to Apple TV, Now TV to Facebook Watch, TikTok, Instagram TV and Amazon Prime.

 

 

There’s huge money behind these platforms. Facebook will spend a “measly” $1 billion on video content this year compared to Amazon’s $4 billion spend last year and Netflix’s projected $8 billion spend for 2019 (Media Post). Also this year, Amazon and Netflix have said they will be investing in UK TV production, and will help to promote these shows on both platforms (Video News). However, the question is, will this bring traction to TV broadcasters or, will audiences be tuning into their SVOD (Streaming Video On Demand) services to watch the shows? An Ofcom report released in the summer found that huge investment in original content by digital players has seen subscriptions to SVOD services in the UK overtake subscription to pay-TV services. Ofcom also found that last year that after a period of sustained growth, pay-TV subscription revenues fell in the UK for the first time, falling by 2.7 percent to £6.4 billion. Unsurprisingly as UK consumers turn their back on conventional television viewing in favour of subscription based streaming platforms, they also turn their back on advertising. TV advertising income fell significantly last year, declining seven percent year-on-year in real terms to £3.9 billion (Video News).

 

 

So what does this mean for brands who have, in the past relied on TV advertising to reach their customers? You guessed it, they’ve started to pump more and more of their budget into online advertising. Last year, digital advertising increased by 9.5% in the UK (emarketer) with video being the fastest growing medium. The exciting thing is that marketers looking to get an edge over their competitors are putting budget behind incredible branded content that is shining a spotlight on their products and services. Volvo, Heineken and Dove are not only running heavy hitting multi-channel campaigns with a hero piece of video content at it’s heart, but many like Patagonia, Red Bull and Nike are becoming publishers in their own right with Youtube channels that include regular, engaging video content that is enjoyed by millions of people.

 

 

As we, the consumer, become accustomed to subscription TV viewing, the days of sitting through 5 minutes of TV adverts seem like a distant memory. No surprise then, that we actively avoid spending time online in places where we are being hit with constant adverts. With Youtube releasing its own subscription service, it begs the question how long we will have to wait before Facebook, Instagram and other platforms follow suit? Moving forward, brands will have to work harder and harder to get their message seen by their audience and commissioning branded content will be one of the best ways to do that.

In recent years there has been an undoubtable shift in the way brands and advertisers are choosing to communicate with their audiences and customers. Not only is there a steady decline in traditional forms of advertising and a transition towards online video content but, the way brands are using video to advertise is also changing.

Whilst video adverts that play on the immediate desires of a general target audience still have a big role to play in general advertising, advertisers and brands are starting to see the opportunities to connect with their audiences with more meaningful content; content that is relevant to their lifestyles and emotions. What we are seeing now is video being created by brands that is driven more by narrative and storytelling as opposed to the “hard sell” video adverts that has been the norm for so many years.

Take this 2018 advert by Disneyland Paris – The Little Duck as our first example.

https://youtu.be/G4qMqbL9ACo

The video was posted on Youtube on December 25th and now has 2.9 million views and is the most viewed video on Disney’s channel. It is a video led entirely through narrative that plays with the audience’s emotions. The story is relatable to both an older generation who remember Donald Duck and a younger generation that engages with high quality animation and cute animals. What works well with this video is that it sells the desire to visit Disneyland Paris through the story of the little duck, without needing to mention ticket prices, accommodation or travel. The narrative of the video helps to build an instant and positive connection to Disneyland.

A lot of brands now produce video content solely for online use because it not only costs less than TV advertising but can also reach an equal number of people. More money can then be put into the production of the video, making them appear more like short films or TV series instead of adverts. They are longer in length, have characters or a protagonist and there is a strong storyline that has a message relatable to the target audience. 

Here is another example by Mercedes Benz – Bertha Benz: The Journey That Changed Everything.

https://youtu.be/vsGrFYD5Nfs

It is a video about the journey of Mrs Benz and her first fuelled car adventure. There is a strong narrative and a main protagonist, the production quality is high with a lot of detail put into the set design and costumes, and there is a relevant and modern message about female empowerment with the tagline at the end of the video “She Believed in Herself”. It is 4 minutes long and therefore would be too long to run as a TV advert but works incredibly well as an online branded video because it’s interesting, eye catching, different from what Mercedes have done in the past and has a meaningful message.

Creating an online video for your brand that uses storytelling can help you to reach wider audiences that you might not already engage with. The reason the Mercedes Benz video works so well is because the message it is selling is worth sharing, so audiences are more likely to share the video amongst friends and family. The story is powerful and it builds strong emotions which help aids the positive impression of the Mercedes brand.

Here is another example by Delta Airlines.

https://youtu.be/VmYxkAqjpYA

A very eye catching and heartwarming video that works well at building an emotional connection to Delta Airlines. They’ve told the story of travelling through the eyes of a child which makes it seems a lot more exciting and desirable. What works well with this advert is the brief mentioning of the brand at the end of the video. If the audience is engaged and likes the video, they will need to wait till the end to find out who the brand is behind it. Because the story has been so engaging for the audience, when they see the branding they will respond positively to it.

These are just a few examples of story-led videos from brands that have come out recently online. Videos that rely on storytelling are highly effective at engaging your audience on a much deeper and more meaningful level and they don’t always need a big budget. It is more important to have the right strategy, ideas and script. And most importantly you need to know what story you want to tell.

In a fast-moving and crowded industry, food and drink brands need to find efficient, engaging and consistent ways to connect with their customers online, and social media can be one of the best tools to do that. We see many food and drink brands focusing a lot of their time, energy, and resources on social media marketing to build a loyal community of followers who can spread a message about their products. But, if every other food and drink brand is doing the same thing, how do you stand out from the crowd?

One of the tricks to nailing a successful social strategy is to have a consistent stream of posts that encourage regular engagement. Text and picture posts can get great results, but did you know that posts with video have 48% more views (HubSpot) and generate 1200% more shares than text and image content combined? (G2 Crowd).

As a food or drink brand, Twitter, LinkedIn and Snapchat are great, but Facebook and Instagram should be your bread and butter. Instagram in particular, is highly visual, so it’s great for showing off your products in the best light and acting as your virtual “storefront”. Try to tell the story of your brand and your products with a variety of videos. For example, you can create simple, glossy, 10-second clips of the ingredients that go into your products or a quick time-lapse of a pop-up display being put together in a retail store. Do 1-minute interviews with members of the team or film with your farmers and producers.

Videos on social media add huge credibility to your brand’s identity, especially when informative and educational. Viewers retain 95% of a message after watching it in a video, compared to 10% when reading it in text (Wirebuzz). Remember, 85% of Facebook videos are watched without sound (Instagram), so consider adding motion graphics or subtitles to make them stand out.

Check out our video production services.

Instagram and Facebook are perhaps one of the most effective ways to create a deeper connection with your customers and engage them on a more personal level. Get somebody in your company to create a Live-stream broadcast taking your audience behind your brand’s scenes and giving them insight into your day-to-day activities. These can be behind the scenes of a shoot, event or product sampling, shots in your office, a team outing or videos in your factory. This type of content will resonate with your audience because it’s personal, honest and will make them feel more involved with your journey. Also, because of the personal style of these videos, 47% of consumers enjoy watching adverts from brands on Instagram and Facebook Story (Animoto).

Think of social media videos as part of a wider ecosystem of content you are creating. Try to drive your audience from one channel to create better engagement with your brand. For example, if you have some great long-form content on YouTube (above 2 minutes) but don’t have many subscribers, create short clips from that content and post it on your Facebook or Instagram page with a link to send viewers across to watch the full video on Youtube. If you are creating blogs or other pieces of written content, you can create short videos summarising the main points from the blog. Post that video on social media and then encourage the viewer to read the full blog on your website by following the link. Not only does this technique help to give your audience lots of content to “gorge on”, but it’s also fantastic for SEO.

See our video production services for food and drink brands

Social media is a great way for food and drink brands to build their own tribe. It works extremely well at engaging audiences with relevant, interesting and exciting content about your brand, and by using video amongst your social media marketing, you can find simpler, easier and more engaging ways to stand out online.

Want to learn more about how Small films can help you? Give us a bell.

With Christmas now a distant memory and January finally over, food and drink brands need to focus on their subsequent marketing campaigns, and there are many events and public holidays coming up this spring that food and drink brands can take advantage of.

Recent years have seen tremendous growth in the participation of Veganuary and Dry January. So it’s no surprise that it was a hugely popular time for marketing teams of food and drink brands across the UK. So with spring upon us, what special days are coming up that scream for food and drink video content?

There are a lot of great dates coming up, like St Patrick’s Day,  Easter, and the period building up to Easter like Pancake day and Mother’s Eay. But, it doesn’t just have to be national holidays that inform your video marketing choices; it can also be the changing seasons and the weather.

Spring

Walkers did a mini video on YouTube called “Walkers does Spring” with the slogan “Our crisps are hard to bleat this spring.” This type of video is easy to make and easy to market across all online platforms.

 

Arla created this GIF on Facebook titled “It may not feel like it, but today is the first official day of spring! Who’s looking forward to fresh spring flowers and warmer days?”

It may not feel like it, but today is the first official day of spring! Who’s looking forward to fresh spring flowers and warmer days? #Arla

Posted by Arla on Tuesday, 20 March 2018

 

Creating video content focused on a specific day of the calendar year can be a great way to gain positive exposure for your brand, especially if you run them as video advertisements on social media and target audiences engaging with similar content.

>> Check out our food videography services 

Pancake Day

Hellman’s did a short and simple recipe video for Pancake Day last year, which they marketed via Facebook. The mayonnaise is barely used or referenced, but it is branded, and you can tell that it’s a Hellman’s video.

 

Towering Japanese Fluffy Pancakes; served with crème fraîche, crispy bacon and lashings of maple syrup.

Posted by Hellmann's on Thursday, 8 February 2018

 

Waitrose created a recipe video on Facebook that shows pancakes being made three ways. It’s a really simple video that has no reference to Waitrose products or services, but it’s engaging, relevant and entertaining, so their audience can take something positive away from it, which overall adds value to Waitrose.

 

Enjoy these delicious topping ideas for Pancake Day! Which one is your favourite; mango mojito, maple butter and crispy pancetta or chocolate, banana and hazelnut?Read the recipe: http://bit.ly/2EyGZB1

Posted by Waitrose & Partners on Monday, 12 February 2018

Mother’s Day

Marks and Spencer held a flower arrangement event last year for Mother’s Day, which they filmed and uploaded onto their YouTube channel.

 

Easter

Easter is perhaps the best spring holiday for food or drink brands to take advantage of because it spreads a positive message, is widely celebrated and, is typically a happy, warm and colourful time of the year. Similar to the Waitrose recipe video, you can create Easter-related recipe videos like this one by Lurpak.

Roasted until golden and crispy, Whole Roasted Sea Bream is not your ordinary lunch. Recipe: http://bit.ly/2GjX24j #SeizeTheLongWeekend

Posted by Lurpak on Friday, 16 March 2018

Or, like Marks & Spencers, you could hold an Easter-related event with either your company or customers like an exclusive Easter snack hunt. Film the event and share it with your customers and audiences online to spread a positive and fun message about your brand.

Your videos don’t have to have such a strong reference to holidays or events; it can be as simple as adding the colour yellow or having some daffodils and tulips in the video. Typically, the audience will build their own connection to the event as long as you give them a nudge in the right direction.

>> See films we have created for Aldi, Charlie Bigham’s and Co-op

Asda created this video advert last year for Easter as part of their “Meal Under £2.50 a Head” (which is a series of videos they run on YouTube). There is no actual reference or connection to Easter during the video except for the dancing daffodil in the middle of the table. Yet the video is effective at capturing people’s attention when thinking about Easter.

There are a lot of great videos food and drink brands can be making this Spring season. Using an event like Pancake Day, Easter or Mother’s Day to aid your monthly marketing campaigns is simple, effective and hugely rewarding. It’s one of the fastest ways to drive organic engagement to your brand, get a great return on investments and reach wider audiences during an exciting and busy period. Think about the types of videos you could make and what your audience would like to see from your brand this spring.

Small Films is a London video production company based in Hackney. We support our clients with various videos, from food videography to explainer videos. 

How Food and Drink Brands Can Use Online Video in 2019

The food and drink industry is one of the largest manufacturing sectors in the UK contributing £28.8bn to the economy and generating £22bn in export sales (FDF). In recent years we have seen new brands popping up left, right and centre, food networks dominating the online space and “How To Cook That” becoming one of the most searched phrases on Youtube. (OneSpot)

In 2019 food and drink brands should look enthusiastically to content marketing, and choose carefully the best avenues to take in order to achieve sales and growth. Amongst the many marketing opportunities available to food and drink brands, online video is consistently showing the best results and helping propel new brands into the spotlight. We’ve seen food channels like Twisted, Tasty and Tastemade take the industry by storm with their recipe videos. Also, with the popularity of online platforms like Youtube, Facebook and Instagram, it’s never been easier for brands to share content and spread their messages.

So, what are the best ways a food and drink brand can use video online?

Online Advertising

The great thing about online advertising is that it’s affordable, it takes advantage of the internet’s wide and global reach and can be accurately targeted when engaging customers and audience. According to Forbes, because of the visual nature, 80% of users can recall a video ad they’ve seen in the past 30 days. (Forbes)

Instagram and Facebook allow you to create sponsored or promoted video ads and carousels that can be targeted to only appear on specific audience’s news feed. These adverts can be targeted by demographics, geographical region, interests, job roles and lifestyles. So, you can produce a video that is specifically made, for example, for females above the age of 50 who work in London, and are interested in fine dining. You can then target these females with a promotional advert for a competition to win a fine dining experience at your restaurant.

Youtube offers a similar experience where you can host a “pre-roll” advert before a video and an “in-video” advert during the video. These adverts have the opportunity of being highly targeted as you can choose the best Youtube Channels to advertise on to suit your company’s products. For example, Asda do pre-roll adverts that run before popular food Vlogs, which look like this.

It’s short, simple and resonates with the audience of foodies as it’s about food and has a similar look to a recipe video. This type of advert maximises on engagement as it’s quick and relates to the audience’s interests.

As well as targeted ads on Youtube you can also advertise via Google on relevant platforms including food channels and forums like the Food Network and Delish, popular food magazines like Olive Magazine and Plant Based, or food blogs like Cookie and Kate.

Simply Cook have a banner ad at the top of a Delish recipe blog. It’s bold and engaging, with clear branding that fits seamlessly across the overall site’s style.

 

Branded Content

Branded content is regular videos for social media channels churned out daily or weekly, that promote a brand’s products, personality and encourages consistent engagement from their customers.

You can use Youtube to create long form branded video content like recipe videos, videos of your company like “Meet the Team”, “Meet the Chefs” and “Inside the Kitchen”, or cooking shows. Videos like this highlight your company’s personality and gives your audience something insightful or useful to take away. It’s one of the best ways to drive engagement with your brand.

Mindful Chef filled us in on what they had been doing over the Christmas period, collecting food from customers and audiences to give to the homeless.

And Absolut Vodka have done videos on their Youtube channel showing how to create alcoholic cocktails like this one.

Longer form Youtube videos can be easily shortened and included in your social media feeds like Facebook and Instagram Stories. This offers people eye-catching and bite sized content.

These videos are effective at engaging audiences during their on-the-go activities, whether on their lunch, at the gym or on a train, it encourages them to stop and watch what you are up to because it’s exciting.

And seriously think about using Facebook or Instagram Live for highly dynamic videos that will really engage your followers. You can film events, talk shows that you host, something that’s happening in your company or a behind the scenes of a shoot. Because it’s live, people will stop and take notice.

 

Collaboration Videos  

Collaboration videos are a great way for food and drink brands to come together and promote a like minded message. If you’re a cereal brand you can collaborate with a milk brand to create different breakfast recipe ideas. Or, both brands could create a video to promote a trendy activity like Veganuary. You can also collaborate with like minded food bloggers and vloggers to promote your brand. Send them your products to feature on one of their videos and receive direct engagement from their loyal fans.

Spoon Cereal did a collaboration video with Liberte Yogurt UK and made a 2 minute recipe video on Youtube that they marketed on Instagram story.

Food and drink brands can also do paid partnerships and collaboration videos online with food channels like Tasty and have products featured in a Tasty recipe video on social media. Tasty recently did one on Instagram with Ciroc.

 

Influencer Video Marketing

This is a great way for food and drink brands to market their products. Influencer video marketing has become extremely popular in the last couple years. Because of the increasing popularity of social media, we have seen the proliferation of  “influential people”, a person with a wide or large network of fans and followers. We have “Public Figures” on Instagram, famous Vloggers on Youtube, bloggers who have turned into celebrities and celebrities in the “traditional sense” like TV chefs. If you can get Kim Kardashian to upload a picture of your product on her Instagram, you have instantly hit 1 million customers. It offers you reach, it has strong promotional value and advertises your products direct to your ideal customers. Just be ready to pay as these guys don’t come cheap!

The Goat Agency used their influencer network to promote Graze the healthy snacking brand. They selected female influencers with a large female following in the UK and got them to post videos of the Graze products with a promotional code on their Instagram stories.

There are also micro-influencers that won’t have the same 4M followers that a Kardashian has but they do have a solid 10K of loyal fans and followers. This could offer you a better return on your investment as you have more choice and you could spread the sponsorship across a different number of relevant influencers. If you’re a vegan milk brand who wants to break into the Australian market, you could send your products to a vegan lifestyle Vlogger in Australia.

 

Multichannel Campaign

Once you’ve mastered all those different forms of online video you can then begin to tie it all together and create one big multichannel campaign. These work extremely well in the lead up to an event or when promoting a new product or trend. For example, Veganuary is upon us and it happens every year. Greggs just launched their Vegan Sausage roll and promoted it online with a video that looked very similar to the IPhone advert.

For a whole month you can create a multichannel campaign of online videos, advertisements and events that all relate and compliment each other. You can post vegan recipe videos on youtube, post short versions of the recipe videos on social media, run online advertisements of the vegan products, and send out promotional videos of your products – all with the same look and feel. Finally, you hold pop ups around town or in supermarkets allowing the public to taste your product. This all ties together to create one big multichannel campaign that can receive a lot of audience engagement.

Over Christmas, Baileys spent 4.3M on a multichannel campaign called “It’s Not Christmas Without You” comprising of a TV ad, Outdoor ads, social media content and Pop up stalls, samplings and events in shopping centres. (The Grocer)

There are a lot a different ways food and drink brands can use video online but these are some of the ones that will really help push your brand into the limelight in 2019. And, as the number of people watching videos online only continues to grow, with video predicted to make up to 80% of all global traffic by 2019. (Tubular Insights) Why wouldn’t you be looking to creating video this year? Give some of these a go and really spice up your food and drink marketing this year with some awesome video content.

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