Is your food or drink brand summer ready?

12th April 2018

written by George Hughes

Summer is a really important time for many FMCG brands – it’s a happy time filled with a lot of fun and excitement, good weather, holidays and late night sunsets, and is therefore a massive selling point for both businesses and consumers. Some brands depend solely on their summer campaigns and will spend the whole year working towards the months of July, August and September, where they release new products, run promotions and do big advertising online and out of home. For food and drink brands especially summer is a massive highlight of the year, it’s when all of the big food shows roll around like Taste and Lunch, and when consumers are more eager to be out and about, which unsurprisingly means they eat on-the-go a lot more. In fact, consumers are prepared to spend more on things like food in the summer because they spend more time outside and last year we saw a 5% rise in consumer spending during the summer holidays (Barclays). Because of that, the months of “summer”  are some of the best times to be making video content and getting your brand as much attention and exposure as you possibly can, so that when your customers are out and about, they will spend their extra cash on your products. 

 

Digital marketing during the summer can be very loud, fun and exciting, and your content can be as colourful and summery as you like. Using a season to help promote your brand is an easy and effective way at engaging customers and reaching new audiences And making video is an even better strategy as it can be cheaper, more versatile and a lot more engaging. Consumers already prefer watching video to static imagery and text and during seasons of fun like the summer holidays they are even more receptive to adverts that reflect the positive and happy vibes they are trying to achieve during the summer months. Here are some examples of videos your food or drink brand can make this summer…

 

Social Media Videos

You can go really basic with Instagram video ads like this one from Costa Coffee – Iced Coffee Range. 

Really simple but yet very engaging; they’ve made the coffee and the foam look like the ocean and placed it in front of a blue “sky” background. It’s eye catching because it looks like the beach and reminds you of summer holidays, vacations and calming times spent looking at blue skies  It instantly gives you a positive feeling.

These Instagram videos from Holland and Barrett work well at promoting products using a happy and summery vibe.

 

Summer Campaign Video

The great thing about a summer campaign is that they can be as extravagant or as simple as you like. They can range from a massive stunt in Waterloo Station, to a pop up shop on Oxford Street, to a simple out of home billboard or online advertisement. Either way if your food or drink brand has anything planned this summer you’d be a fool not to film it. If you’re attending an event then you should film it, if you’re handing out samples then you should film it. Even if you’re going on a work outing to the Zoo, you should film it! We did a summer campaign video last month for UpBeat Drinks for the launch of their new juicy protein water products and to promote their new re-brand. The video was a 22 second social media advert and a 6 second cut down version for YouTube pre-roll as well as a 15 second version for out of home digital display.

 

 

Filming your street sampling is one of the quickest, easiest and most effective ways at getting great customer feedback, market research and providing audiences with a first hand, genuine account of what people think of your product! We created this video for Emily Crisps last year to promote their Whole Foods front window display on Kensington High Street! 

 

 

Promotional videos

Promotional videos are a really effective way at targeting and engaging consumers and work really well across all forms of social media and online advertising. These can be as short as 6 seconds and can advertise your products online to target audiences that you really want to market to. They can be short and snappy and therefore really eye catching, like this promotional advert by McDonalds which is promoting their iced coffee range.

 

 

It’s striking and definitely takes you into a summer hypnotism. Really cheaply, you could film your cold drink bottles close up with water slipping down the side – its eye catching and reminds you of summer – great for an instagram video.

 

Video adverts

So, Boot’s isn’t exactly a food and drink brand but they do stock and promote a lot of food and drink products. This advert they’ve recently released called “Summer” created by marketing agency Ogilvy is a great example of the types of promotional video adverts you could make online. Whilst this had significant budget behind it, you can still take aspects of this video advert and utilise in your own video marketing on a much smaller budget. This is a montage of a child’s summer experience, from the school summer dresses to watering the plants in the garden. A food and drink brand could make short video content for online advertising that shows a child in the garden playing with water and mum calls them in for a snack. Or, people in a park playing frisbee and reaching for your product.

 

 

Event videos

If you are exhibiting at an event this summer then 100% make sure to film it and make sure to create some promotional content around it. Exhibitions are the perfect place to get video content for your social media pages, online advertising and even for your brand film, because you have first hand footage of consumers sampling and trying your products. Event videos make great case studies and customer testimonials. Don’t be afraid to ask the visitors what they think of your product and film their reactions. It’s great to show your audience that you are out there, attending events, making the most of your summer and keeping them in the loop. Event videos work well at developing your brand identity and personality. You can live stream these events, take videos for your instagram and facebook story or you can get a professional to film it and get interviews.

 

Be creative this summer with video and get your brand out there, show off your fun personality and engage with as many audiences and customers as you can. Summer is a huge promotional attraction to any brand, influencer and consumer, so regardless of the budget just make sure you’ve got a lot of summer related posts and videos going up onto socials, through your stories and feeds. This way you can effectively stay at the front of people’s minds and slot into their news feeds with relevant content.

 

 

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 a lot of food and drink brands focusing a lot of their time, energy and resources on social media marketing in order 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 “store front”. 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 they are 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 (Instagramso consider adding motion graphics or subtitles to make them stand out.

 

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 the scenes of your brand and give 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, then 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, then 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.

 

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.

Over the last few years, the rise of new technologies has dramatically transformed the way audiences consume and perceive video advertising – and change continues at a staggering pace. Millennials and Generation Z aren’t interested in watching live television. Instead they turn to Netflix to binge-watch their favourite drama series or surf Youtube and other platforms for content relating to their particular interests or passions. As traditional broadcast audiences grow older and conventional TV viewing figures decline, focus for advertisers has shifted to the online space. In 2017 brands and advertisers spent twice as much on online advertising as they did on TV (Magisto), and this is set to grow.

Adapting to rapidly changing online technologies has had a massive impact on the nature of the advertising format itself. Without the luxury of a captive static TV audience, and with an increasing consumer distrust of disruptive and overt advertising, advertisers are having to get both creative and technical in the way they approach marketing to their ever fragmenting and mobile audiences. Today’s tech savvy consumer demands a choice of uninterrupted entertaining online experiences – and they are ready to skip, switch channels or switch devices if they don’t like what they see. Audiences have always had the opportunity to ‘go and put the kettle on’ during traditional broadcast ad breaks if the content was unengaging of course – but the potential of an ‘ad rejection’ moment is now multiplied 100 fold online.

 

The ongoing challenge for brands and advertisers then, is ‘how do we stop consumers reaching for that virtual kettle?’

 

These are the questions brands need to consider:

 

 

WHAT types of content will engage consumers?

The internet has changed the way people can and choose to view content. It’s no longer simply a case of marketing to a static audience who are sitting down for a few dedicated hours of TV watching. There are now many more ways for people to consume content via multiple devices (TV, desktops, laptops, tablets, smartphones and wearable tech – often simultaneously), and many more opportunities for consuming content away from the traditional home leisure space and time. Marketers now have the opportunity to reach people as they move around during the day, travel from place to place, at work, at school – and as they’re spending their leisure time. This poses a challenge for the types of content brands should be producing:

 

  • On-The-Go – Snackable, scrollable content

There’s no point putting out 30 second videos for people to view when they’re on-the-go, waiting in a queue, checking messages or walking down the road. This audience is using mobile phones and needs bitesize, 6 second chunks of mobile optimised content that will briefly grab their attention as they scroll through their feeds, moving from task to task. The average adult scrolls through 70+ feet of social media feed every single day, so content has have an instant hook for the viewer to notice. A recent report revealed a 26% increase in brand awareness through brands using scroller ad formats. (IAB)

 

This ad by jobs website Reed has it all incuding kittens, humour and a 6 second in-your-face spot at the beginning.

 

 

  • Lean forward content

People with a bit more time on their hands, will spend a little longer choosing to view and more importantly, engage with, content in a bit more depth. They might be travelling to work on the bus, waiting in a doctor’s office or be on a break. They are still using mobile devices, though can also be at their desks viewing on desktop computers and laptops. This content should encourage ‘lean-forward’ user interaction in the content experience in the form of prompting users to like, comment on, share, or embed videos. It should resonate with the desired audience in a way that encourages them to engage with it.

 

These Volvo Trucks short brand videos are highly entertaining action adventure stunts designed to pull the viewer in and elicit engagement.

 

 

  • Lean back content

The traditional type of leisure-time content consumption. Audiences who are static and relaxing will consume long-form, long-term content formats. For marketing content to compete with other content in this space it needs to be highly creative and emotionally engaging, employ great storytelling and in fact integrate with the surrounding content so as not to disrupt the consumer experience. Interesting branded content  like documentaries  or brand-made programmes can work well in this space. Although they may be static – the majority of people will still be browsing on mobile devices so content needs to be mobile optimised. This is the optimal time for simultaneous platform usage. 87% of consumers now watch TV together with a second screen (Deloitte Digital Consumer Survey.)

 

Stella Artois partnered with National Geographic to commission an award wining film director to make a documentary highlighting the impact of the global water crisis on communities around the world – a compelling piece of quality long-form ‘lean back’ branded content.

 

 

HOW will brands engage consumers with content?

The increasing rejection of overt advertising means brands are having to be more creative and consumer-focused in their marketing content strategies. Along with producing different types of video content for different devices and types of consumers as we have seen, brands now need to think about HOW best to reach these fragmented audiences.

 

  • Personalisation

With the increase in digital marketing noise and content choices available to them, consumers are becoming less responsive to content they perceive as less relevant to them. Brands will have to produce tailored content accurately targeted to specific audience member interests and browsing habits. They will also need to harness technology to make use of location-based marketing so that they can target consumers according to where they are at any given moment.

 

Tesco Clubcard produced a personalised awareness and retention campaign.

 

 

  • ‘Audience First’

Rather than placing expensive paid advertising with the big, general reach global publishers and broadcasters, brands will have to find different ways of marketing to their targeted audience segments. As consumers watch more self-selected video content and less broadcast TV, brands are creating their own video content channels and collaborating on ‘audience first’ content shared via video influencers. Macro influencers with more than 100,000 subscribers or followers on their social channels have been in the ascendancy up to now but with growing audience segmentation and targeting, brands are increasingly partnering with micro-influencers on content production.

 

Have a look at these examples of top brands successfully collaborating with micro-influencers, particularly in the Instagram video space.

 

 

  • Quality

Social media algorithms are becoming more sophisticated, and as has already happened on Facebook, overt hard-sell advertising will be penalised and brands will have to work much harder to get their messages in front of their audiences. Brands will need to create more thoughtful, entertaining, and value-adding videos that consumers will actively choose to watch and share in order to beat the algorithms. Quality over quantity will be key in the video content of the future.

 

Coors Light revamped its frivolous image with a series of high-quality, value-adding short docufilms, presenting their products in real-life situations and places, while telling compelling real-life stories.

http://www.youtube.com/watch?v=tbj10JszdZs

 

 

  • Cross-channel content

With audiences using multiple devices and consuming content via multiple channels, sometimes simultaneously, brands will have to adopt a user-centric integrated approach to content in order to get a better ROI.

 

Heineken’s Departure Roulette is a great example of a cross-channel integrated, interactive video campaign.

 

 

 

So the future of video marketing content is full of opportunity and the potential for brands to accurately reach their target audiences will be better than ever before. The biggest challenge for brands will be getting noticed online and cutting through the increasing digital marketing noise. Only the brands that think creatively, embrace technology and adopt a user-centred approach to their content will get results. Surely this can only be a good thing for the digital advertising industry – and consumers in general?

 

 

If your business would like help creating quality video content for multiple platforms, contact us at info@smallfilms.com.

 

 

Small Films are video content specialists. By combining strategic minds with creative flair we create powerful stories with video that deeply resonate with audiences, supporting our clients to achieve their ambitions in growing their organisation, brand or campaign.

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