Is your food or drink brand summer ready?

22nd May 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 an article by The Guardian, Ralf Lucas the founder of Good Schools Guide said that he was noticing a clear shift when meeting parents in their opinion towards State schools, saying that “Independent schools really need to show us more, not just tell us, as we’re really taking State schools seriously”. Parents today are spoilt for choice. Not only do independent schools need to prove their value over State schools but they also need to work harder to stand out from their competitor schools. This is why a well executed digital strategy should be a top priority for any marketing team in the independent school sector, and digital advertising can play a massive role in that.

So, what is digital advertising? Digital advertising is when you run adverts online across social media, Google, Youtube, and various other websites. Last year digital advertising spend outstripped television for the first time in history (SEOworks). It’s highly effective and the good news is it’s affordable for everybody, regardless of the size of your school marketing budget.

What are the best ways to use digital advertising for your school?

1. To drive more people to your school website

A video on your school website is an extremely effective way of engaging prospective parents. But how do you get them to visit your website in the first place, especially if they’ve never heard of your school? By running adverts online across Facebook and Instagram you can reach people beyond your immediate sphere of influence. For example, if you are a boarding school based in Surrey but you want to attract more international students from South Korea, you could run a Facebook advert that only targets affluent, well educated, English speaking adults in the Seoul area. Or, if you are a school in Buckinghamshire running a bursary scheme for inner city children, you could run an Instagram advert explaining the advantages of the scheme targeting London postcode children under the age of 16 who attend a specific selection of State schools. Even if you just want to attract more pupils from the next county, social media advertising is a great way to do this.

2. To highlight the best aspects of your school

Parent’s can often get into “analysis paralysis” when comparing different schools. This is because many will have a good website, a compelling video and lots of information that positions them in a favourable light. To stand out from the competition, you need to think outside the box and that’s where digital advertising can help. You can provide parents with many more layers of information about your school to help them in the decision making process and also keep yourself in the front of their mind. By creating a series of films highlighting different aspects of your school, whether that’s art, sport or academia, you can run them as promotional videos online across social media channels, Google and Youtube.

3. Keeping you at the front of prospect minds

One of the best things you can do for your school with digital advertising is to set up “re-marketing”. You might not have heard of re-marketing before but you will no doubt be familiar with it. We’ve all been there; you look at a bit of furniture or some clothing online and then an advert for that same item starts following you around the internet. You might find this slightly annoying, but the truth is it really works! All you need to do is ask your website designer to install Google and Facebook Pixel. Once that’s done you can set up your own re-marketing campaign via Google ads or Facebook ads. The reason this is so good is because it will keep your school in front of prospect parents as they deliberate over which school to visit, or which school to choose for their child.

Digital advertising can offer you some great solutions. Instagram and Facebook are both platforms that allow you to be very strategic in your approach to reach target audiences. By allowing you the selection of certain factors like location, age, gender, demographics, interests, behaviours, connections or language, you have the potential of reaching parents and students worldwide. As well as specific people around the UK. Your main focus when advertising on these platforms is to have a very distinguished idea of who your target audiences are and how you are best going to reach them with compelling content. 

You can be even more specific in your approach by targeting your prospect parents and students on the channels that you know they are most active. For example, if you want to be targeting parents with digital adverts the best options will be Facebook, Google and Youtube. As an older generation and not so immersed in the world of social media, you’ll mainly want to target them during everyday internet activity, for example, at work or online shopping through Google, watching recipe videos on Youtube, or, staying in contact with friends on Facebook.

If you want to be targeting students with your digital adverts the best platforms for you will be Instagram and Snapchat. The younger generation is much more tech savvy – providing them with direct access to your school’s information through a well displayed advert on Instagram will add a lot of credibility (maybe they’ll even share the ad). If you want to be reaching Feeder schools with your adverts then the best place to reach them is through Twitter as it’s more of a platform for brands, businesses and organisations. Perfect for spreading a more sophisticated message about your school to other people in the same field.

Digital advertising can seem like a daunting task but once you get started it soon becomes second nature. Just be specific in your approaches and make sure to have a very clear idea of who you want to be targeting. Use the right platforms in relation to your target audience, be knowledgeable about them so that you can be precise in your targeting and, be specific in the content you produce so that it resonates and connects with the target audience.

The world of independent schools has changed and the academic landscape is now a highly competitive industry. Independent schools can no longer rely solely on the prestige of their institution, league tables or word of mouth to secure a constant flow of admissions. Today your prospective students and parents live in a digital age and you will need to embrace technology if you want to keep your admissions high and stay in the minds of the right people. After ensuring you have a well presented and smooth working website, video is the next marketing tool you should set your sights on. Here are 5 ways that video can be used to increase admissions to your school. 

 

1. Video on your websites homepage

A video on your homepage can be incredibly powerful for independent schools where your website acts as your shop window. In fact, a survey by Unbounce found that video on your landing page can increase conversion rates by 80%. This video holds all the information and knowledge that a prospective parent or pupil will need. It eliminates the time your prospect has to spend searching for information and engages them instantly with creative and meaningful content. In a matter of minutes, not only do they know everything they need to know about your school but they also form an emotional connection. They have begun to imagine what it will be like to be a pupil at your school or as a parent what it will be like to send their child there. This connection is hard to achieve through just text and pictures. It’s an instant way to stand out from other schools and demonstrate your unique selling point. When creating this video you should ensure it is concise, polished and easy to digest.

2. Facebook Video Marketing

If you haven’t already been using social media for your school then it’s a good time to start! After watching the brand film on your website, visitors will want to do further research online. This is where social media channels play an important role. The more interaction they can achieve with your school, the better they will feel about you and the easier it will be for them to build a relationship. Facebook has 1.18 billion daily active users (Facebook) and the average user spends 50 minutes per day on Facebook. Incorporating a Facebook page for your school will amplify the amount of people you can connect with and it is another platform where your brand film can be presented. Not only that but via your Facebook page you can begin to include “vignettes” of school life via both professional videos and “self-shot” videos. This could be films featuring different parts of the school like sporting life, 6th form, arts and drama, or calendar events like school trips and sports day. It’s a great way to add depth and character to your school. Facebook has options now to prioritise video viewing and your page cover photo can be replaced with a video. Consumers engage with branded videos the most on Facebook (49%), followed by YouTube (32%), then Instagram (24%) (Tubular Insights).

3.  Youtube channel

YouTube is the second most visited site after Google (Alexa). Regular video posts onto a Youtube channel can achieve huge traffic and engagement from your prospects. The average mobile-viewing session on YouTube lasts more than 40 minutes (Kissmetrics). Where Youtube excels over Facebook is that you can create your own “channel” for the school with lots and lots of videos. It can be an exciting way for pupils and teachers at the school to create their own videos to contribute to the channel.  You can be a lot more creative with the types of videos you make and really show off the school’s character. Youtube can act like an extension of your website video where parents and students will be willing to spend more time watching a video about specific aspects of your school like sport, maths, or teachers and facilities.

4. Social media advertising

Video advertisements can be hugely effective online as you can target very specific demographics whether that’s pupils, parents or teachers. Different social media platforms will work more effectively depending on the target audience. For example, Twitter and Facebook adverts will work best on parents whereas Instagram, Snapchat and Youtube ads will work best on prospective pupils. These adverts can be either brand new content or can be created using your own existing videos. The optimal length for these is between 5 and 15 seconds. Social media advertising as a whole can be an extremely effective way of getting your school in front of a new audience, but you can also use it to keep your school constantly in the mind of your current audience. Using a simple feature of Facebook called “pixel” you can “re-market” to people who have already visited your website. This means that when they visit your website they will be tracked by Facebook or Instagram and shown an unobtrusive advert to remind them that they were interested in your school. This form of advertising is highly effective. 

5. Video mail

The truth is not everyone is on social media, so how do you reach parents that are not on Facebook, Twitter, Instagram or Youtube? One fantastic solution is through email marketing. It is a tried and tested approach that works time and time again. Whether you send out a newsletter or a personal email you can include video within that email. That can be your school video, a message from the head or a video about some other aspect of school life. Another way to get parent’s attention is to send out a hard copy of your video via Royal Mail. Rather than being old fashioned (i.e. a VHS sent in a big package) this is actually a very sophisticated form of marketing called a “video book” — it’s a school prospectus that when opened, contains a small screen that plays your video automatically. If you have an open day coming up and you want to target parents with something special then this could be the perfect solution.

There are so many great ways for independent schools to increase their admissions using video and it represents one of the best ways to get high user engagement and a solid return on investment. There has never been a better time for schools to spread awareness, share their story and connect with new audiences. Video is one of the fastest ways for you to get your school out there in front of the right people and make your story heard by those that matter.

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.

With Christmas now a distant memory and January finally over, food and drink brands need to be focusing on what their next marketing campaigns will be, and there are many events and public holidays coming up this Spring that food and drink brands can take advantage of. The beginning of 2019 saw a tremendous growth in the participation of Veganuary and Dry January which both increased by almost a third from last year. 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 day. 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.

 

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

Geplaatst door Arla op Dinsdag 20 maart 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 that are engaging with similar content.

 

Hellmans 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 Hellmans video.

 

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

Geplaatst door Hellmann's op Donderdag 8 februari 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

Geplaatst door Waitrose & Partners op Maandag 12 februari 2018

 

Marks and Spencer held a flower arrangement event last year for Mothers Day which they filmed and uploaded onto their Youtube channel.

 

 

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

Geplaatst door Lurpak op Vrijdag 16 maart 2018

 

Or like Marks and Spencer 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.

 

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). During the video there is no actual reference or connection to Easter 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 great return on investments and reach wider audiences during an exciting and busy period. Have a think about the types of videos you could make and what your audience would like to see from your brand this Spring.

 

If you are an SME and haven’t heard of the term ambush marketing, then you may be missing a trick. It’s a high impact, cost effective way for brands to hog the limelight and is frequently being used by the likes of Pepsi, Burger King and Nike to generate huge sales. And the good news is that you don’t have to be a big brand to use ambush marketing. It works for emerging brands too. So, what is ambush marketing and why is it so effective?

Imagine you want to hold a street party but can’t afford it. Then you find out your neighbor is hosting his own street party with a band and an expensive sound system. So you invite all your friends over and pass the party off as your own. Before you know it, your neighbour’s guests have even ended up at your house. You’ve got the street party you always wanted and didn’t have to pay a thing. #partyambush.

Now imagine you are Coco Cola and you’ve paid a fortune to sponsor the World Cup. But then Pepsi, who hasn’t paid a penny in sponsorship, decides to rebrand all their drinks cans with pictures of the England World Cup team. They win sales from Coke without the hefty price tag of official sponsorship. Catch my drift?

The most common form of ambush marketing takes place surrounding key sporting events where brands would ordinarily have to pay for sponsorship like the World Cup, Wimbledon or the Olympics. But it can also be used for other key calendar events like Movie Releases, Royal Birthdays, Festivals OR to hijack big marketing announcements from other brands like Apple or Tesla. And that marketing can manifest in print, TV, digital, radio or a brand’s packaging.

So how can emerging brands use ambush marketing effectively? And what about video – how can you use it to amplify an ambush marketing campaign?

1. Be Direct

In this game you need to be proactive and keep a beady eye on your annual calendar. There are many events that pop up throughout the year which you could create some awesome content to generate buzz. Form connections through imagery, colour and slogans whether that’s Union Jacks for a Royal Wedding, rainbows for London Pride or in the case of Blue Kitchen restaurant this year – create a social media video.
During the world cup they create this video which referenced Maradona’s famous “Hands of God”. So even thought Blues Kitchen has no official connection to the present world cup they formed a strong association that would have resonated with their audience.

Your ambush doesn’t just have to be inline with a specific event – it can stem from anything that is current or trending. You need look no further than social media for the latest meme or hot topic. Do you remember when fidget spinners first came into town and how everybody went crazy for them? Well Burger King took that trend in their stride and produced this awesome Gif…

As an emerging brand this is exactly the type of trend that could you easily to create some content around.

2. Be Fearless

To make an omelet you have to break a few eggs. So to stay ahead of your competition, you’ll have to risk putting a few noses out of joint with your ambush marketing. Look at what your competitors are doing or any bigger brands that you could ambush and then form a marketing campaign around their events. For example, in 2012, Nike piggybacked off London Olympic fervor with their own TV campaign called “Find your Greatness” despite the fact that Adidas were the official sponsor, not Nike.

And an example of an emerging brand jumping on a big brand’s bandwagon is Mous – they timed the release of their indestructible phone case with the arrival of the Iphone X. They even ambushed the long queue outside the Apple store and filmed some video content with the hopeful Iphone owners putting their indestructible case through its paces.

3. Be Predatory

Look for opportunities to have a dig at your competition. Here’s another example from Burger King where they hijacked the cinema release of the Clown horror film “IT” and used it to poke fun at their main competitor McDonalds with the slogan “Never Trust a Clown”. They created this piece of video content to promote the campaign.

And Android released this advert for their Smart watches just before the release of the Apple Watch, making the point that as an Android smart watch owner they have different styles so you can still be individual but with Apple, you only get one choice.

As an emerging brand there are so many opportunities lying in wait for you to do your own ambush marketing campaign, whether that’s piggybacking off a major event, jumping on a new trend that’s doing the rounds on social media or having a dig at some of your bigger competitors with a counterintuitive video campaign. Just look at the calendar and for anything you can take advantage of, then start your scheming! Be the predator, not the prey.

Video content is King

According to a recent study by Forrester Research, 1.8 million words of text is worth 1 minute of video in terms of impact. Whether such a comparison is really accurately quantifiable, it’s clear that video is rapidly overtaking text as the most dominant form of digital content.

In a fast-moving world of Social Media, changing technologies and ever more selective consumers, it’s the attention-grabbing, story-telling and engaging qualities of video that make it the most effective and shareable way for brands to communicate with their audiences. Indeed, by 2021 it’s predicted that a staggering 80% of global consumer internet traffic will be video. 

Social Media has changed the way we consume video content

There are no two ways about it then – consumers love video and businesses are quickly having to adapt by making video a central part of their digital marketing strategies. So far, so straightforward. But it’s not quite as simple as commissioning a video, sticking it on your website and sharing a few links across Social Media.

The evolving digital landscape is creating more and more ways for audiences to consume video content and an increasing number and variety of Social Media platforms are at the forefront of this. Each Social Media platform has its own audience, character, features and functions, not to mention technical restrictions and conventions about hosting video. Audiences have different expectations and consume video differently according to each platform. Forward-thinking brands can take advantage of this by considering these Social Media nuances when planning their video distribution strategies. You can stay one step ahead of the competition by carefully adapting your video content to have the maximum impact on each Social Media platform.

To help you get started, here are our top tips on how to use video content across the most popular Social Media networks:

Facebook Tips

The stats

Using video to get brand engagement on Facebook is more important than ever. Facebook generates more than 8 billion video views per day (source Bloomberg) and views of branded video content have increased 258% since 2016 (Tubular Insights). Square video gets 275% more views and 482% more shares than regular. 

The tone

Facebook is primarily a personal network of family and friends. Of course, businesses make great use of it for marketing purposes but consumers are largely using it in an informal way. It’s great for B2C and any video content you post should be friendly, entertaining and sit well in users’ feeds alongside casual updates from friends. Don’t post anything corporate or specialist and keep the tone light.

The format

Square video is outperforming regular video in terms of engagement, perhaps due to the increase in internet usage on Mobile phones. 

Facebook videos autoplay and the majority of people watch without sound – make sure your video is captivating in the first few seconds to stop users scrolling on by – and don’t forget to add captions or text overlay and an attention-grabbing thumbnail and title.

Videos under 2 minutes long perform best.

Upload your video natively (rather than posting links to other video platforms) because the Facebook algorithm rewards native video. 

Go live

Facebook’s algorithm also rewards live video as it is the most engaging type, and what’s more when brands post live video, it also seems to increase the reach of their non-live video content. Facebook live videos are viewed for 3 times longer than uploaded recorded video and get 10 times as much engagement. Live videos should be longer than recorded videos (but less than 15 minutes).

Advertise

Reach a highly targeted market with engaging video advertising on Facebook. Video ads receive 10 to 30% more views than other image ads (although often with a higher CPC).

Twitter Tips

The stats

Twitter is the channel for short, fleeting updates and therefore hasn’t emphasised video as much as some of the other social media channels. However, 82% of Twitter users say they watch video content on the platform (Bloomberg). Twitter reports that Tweets with video are 6 times as likely to be retweeted as Tweets with static images, and 70% of US marketers said they were confident they could drive sales through Twitter video advertising (www.emarketer.com)

The tone

Twitter is great for business networking and connecting with influencers and customers. The tone should be more professional than Facebook, but avoid overly spammy or salesy content. You can be more businesslike in what you post, but be conversational too as ‘real-time’ interactions are common.

The format

Twitter supports MP4 or MOV format video and you can post landscape, square or vertical videos. Square and vertical perform best because 93% of Twitter video views are on Mobile devices (Adweek). Films can be no longer than 2 minutes 20 seconds. Between 30 and 45 seconds is the optimum length however so the platform is ideal for posting teaser clips to longer format video content on YouTube or your website.

Go live

Live video marries really well with the real-time immediacy of the Twitter platform and posting live video via Periscope is a great way to promote business events, conferences, product launches etc. 

Advertise

Video advertising now accounts for over 50% of Twitter’s revenue and video website cards or video app cards can drive viewers directly to your website. 

Instagram Tips

The stats

While primarily a photo sharing platform, the amount of time users spend watching video on Instagram has increased 80% year on year since video feature was launched in 2013 (Instagram). The main demographic is 18-29 years old (59% of this age-group uses the platform) and video advertising gets 3 times as many comments as photo advertising. 35% of Instagram users are creating and viewing video via Instagram stories (Mediakix).

The tone

Instagram is a friendly and informal platform used predominantly by the Millennial and Generation Z demographic.  Its visual nature encourages active engagement and Instagram posts get the highest brand engagement of any Social Media platform (Invespcro). It is a really useful platform therefore for informal visual storytelling, communicating brand culture and identity, and for creating an emotionally engaged brand community. It is also very effective for showcasing products and online shopping for retail brands.

The format

Instagram video must be less than 60 seconds in length. Use vertical video in Instagram stories, and landscape for timeline video. An Instagram story video can only be 15 seconds in length, but you can add as many stories as you like, or make a longer story by posting multiple 15 second chunks sequentially.

Go live

Live video on Instagram can be up to an hour long and is available for your audience to watch (in full) in the stories and live section at the top of the screen. Live lends itself to seasonal stories and events or time limited promotions. It can also be a great way to increase engagement with your audience by means of live Q&As and chat.

Advertise

As we discovered earlier, video advertising on Instagram generates 3 times as many comments as photo advertising. As well as standard video ads between 3 and 60 seconds long including room for 2,200 characters of text, brands can now use carousel video ads by adding up to 5 videos to one ad, along with up to 2,200 characters of text.

Instagram TV

Instagram has recently launched Instagram TV, a long form video app that’s also available within Instagram. Videos on the app will be vertical in format and can be up to an hour long, suggesting that Instagram is vying for YouTube style content.

Linkedin Tips

The stats

75% of business executives said that they watch work-related video weekly (Cisco Systems) making professional networking platform Linkedin ideal for hosting business videos. 38% of marketers use video on Linkedin and 55% of business owners said they would continue or start to share video on Linkedin in 2018. Linkedin users are also 20 times more likely to share a video than any other type of post (Linkedin). 61 million Linkedin users are senior level influencers and decision makers and Linkedin is the top channel for distributing content for 94% of B2B marketers.

The tone

As a professional networking, B2B and recruitment platform, Linkedin suits a corporate and formal tone and is the place to demonstrate industry expertise and personal thought-leadership to your audience. 50% of US internet users with a college degree use Linkedin so your content should be value-adding and informative. Video can be used professionally to showcase projects, conduct interviews, show case-studies and post how to’s and demonstrations.

The format

Linkedin enabled a native video function recently and it now allows members (not businesses as yet except via advertising) to upload videos natively between 3 seconds and 10 minutes long from the app or web in either vertical or horizontal formats. Vertical videos will be cropped to square and videos will autoplay silently in the feed. The platform has also recently added sticker and text options for video. Native video will rank higher in searches than video links to other platforms. Although you can’t livestream, you can post a video as soon as you have recorded it and you can also share it to your company page.

Advertise

Linkedin has recently rolled out business video advertising in the form of Video for Sponsored Content and Company pages. Businesses can now pay to showcase their companies with video on their company pages and can sponsor highly targeted B2B video content that will autoplay in audience feeds.

YouTube Tips

The stats

The daddy of video hosting platforms, YouTube has a staggering 149 million viewers per month. (Statista). More than 1 billion hours of video are watched daily and more than 50% of YouTube video views come from Mobile devices (YouTube). YouTube also reaches more 18-49 years olds than any broadcast or cable TV network, and whilst time spent on YouTube by this demographic has increased by 74%, TV watching has decreased by 4%.

The tone

Although a lot of YouTube content is perceived as being entertainment based, it’s very much worth businesses having their own YouTube channels to raise awareness and build brand identity and engagement. Google has a strong bias towards YouTube videos in searches (as opposed to videos hosted on websites or other platforms) (Stone Temple) and 70% of people say they watch YouTube videos to ‘solve a problem’ and 86%, to ‘learn new things’. YouTube is therefore a brilliant tool for brands to use to explain how their products and services work and to educate and inform on industry issues. 

The format

As a video hosting platform rather than a Social Media platform, you can upload all sorts of format and length videos to YouTube as long as they don’t exceed 20GB. However, ComScore reported that the average YouTube video length is 4.4 minutes, and Wistia research has shown that while you will keep 60% of viewers watching to the end of a 4 minute video, you will retain 75% of viewers of a 1-2 minute video. Shorter still seems to be sweeter on YouTube. 95% of YouTube video ads are audible (Google) – both vision and sound are important on this platform.

Go Live

Live streaming is possible on YouTube (and now also from your desktop) if your ‘account is in good standing’ and is verified.  It’s a useful feature for vloggers to share live updates and for businesses to share live video of events/launches etc.

Advertise

YouTube accounts for a quarter of digital ad spend in the US. There are three video advertising options, the most popular being the 6 second bumper ads which appear before, during or after other videos and cannot be skipped. YouTube say that ’70% of bumper ads drive a significant lift in brand awareness.’ The second type of advertising is TrueView which is adverting that plays before, during and after videos, but which can be skipped after 5 seconds. The advertiser is only charged if a viewer watches for 30 seconds or engages with the video. Discovery ads appear when a viewer is browsing content on the web or YouTube and can be any length. The advertiser is charged when a viewer clicks on the ad.

Snapchat Tips

And a final word for Snapchat. Although the least used Social Media platform for video marketing, Snapchat’s popularity amongst the under 24’s should not be underestimated. For businesses targeting this demographic, they can make use of Snapchat stories to post 10 second temporary stories, and can take advantage of Snap Ads to get their video advertising content placed in users feeds.

If you would like help with producing video for different social media platforms, contact us here.

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.

 

Regardless of the type of client, industry or budget, we see the same pattern of mistakes emerging when brands decide to commission a video.

 

  1. Going with the cheapest quote.

 

When it comes to commissioning video for your business, the landscape for finding a video specialist is a minefield, littered with all kinds of video production providers; from marketing agencies to video production companies and freelance videographers.

When navigating your path to the right video producer, there is often a temptation to go for the cheapest solution.  In fact, your mate Dave is pretty handy with his Canon DSLR and filmed your sister’s wedding last year. And Sam from Accounts has a brother who’s graduated from film school and set himself up as a videographer. He’s willing to create your video for free. But before you go down the tempting route of finding someone cheap, consider this; what is the true cost of working with an inexperienced video producer?

 

Before we answer that question, let me ask another one… If you’d bought a plot of land and were about to build your family’s dream home who would you hire? Would it be a professional architect with a solid reputation, proven track record, references and access to the best builders, carpenters and plumbers? Or would you hire your next door neighbour’s son who’s pretty handy with a hammer and did their loft conversion last year?

 

When you hire an inexperienced videographer with no track record, you might save yourself some money on paper, but you’ll end up paying the price 10 fold in the long run. There is the chance that you’ll get lucky as there are some amazingly talented freelancers out there, but it’s a gamble you should be willing to risk losing. Inexperience can result in a whole host of problems from being given a poor quality video that can cause brand damage to a lack of professionalism, leading to an unreliable service and unexpected costs.

But beyond those issues, the biggest problem our clients have reported from hiring inexperienced videographers is the time strain and stress caused by them having to micromanage the project. As soon as the cracks start to appear in a video production, you will be sucked into trying to problem solve and sort out the mistakes.  

 

 

  1. Thinking of the video company as “technicians” and driving the creative from in-house.

 

There’s often a perception that videography is like photography – you need a photographer for a shoot, you just hire them to take photos. So surely a videographer is the same? But in reality the two are very, very different.

When you need product photos, portraits, fashion images or pictures of an event, you hire a photographer for the day on a flat rate with a potential cost for processing. But the minute you decide to create video of the same things, it becomes more complicated. And here’s why…

 

A photographer can rely on a simple moment in time, captured in a single image that tells a story. But for a videographer, that story has to be told through a series of video clips. And for a proper story to be told through video, the videographer needs to plan the shoot before hand and build a narrative. Unlike a photographer, the videographer also has to record sound from the environment they are filming in and then potentially add more sound to their video in terms of music or sound effects.

All this means that the video they create needs to be edited and that takes far longer than it takes to film. But that’s just the tip of the iceberg. For any production that’s more complicated, the videographer cannot work alone. Other players will need to be enlisted from producers, directors and script-writers to sound operators, lighting technicians, editors and motion graphics specialists.

 

Sometimes, brands and agencies believe that they can cook up an idea for a video in the same way they might plan a photo shoot, then hire a videographer to come and film the concept they’ve created. They are then surprised when at best it doesn’t turn out the way they expected and at worst is a complete shambles. Video production is more than just the videographer shooting the footage, it’s a team effort from the producers in pre-production using their expertise to create the best concepts and storyboards through to the specialist post-production team who add the bells and whistles to the finished product.

 

 

  1. Not having a clear budget.

 

The most common experience we have when speaking to prospects is that they won’t be transparent about budget. Sometimes they say they don’t know what their budget is, other times they are just evasive and want to find out how we charge and what our “rates” are. Unfortunately, whilst this may seem like a chicken and egg exercise, it actually isn’t. Without a basic steer on budget, any production company worth their salt cannot provide a realistic quote.

 

Think of the person offering the quote as the project manager of a house build. If you put that individual on a patch of land and say “I want to build a house here and I want it to have 5 rooms – how much will it cost?”, there is absolutely no conceivable way that the project manager can offer you a realistic quote. If they do offer you a “competitive” quote then you can bet anything that the final price will be far higher than the quote. Without knowing the scale of the project, the materials you want to build in and the finish on the inside, how can that Project Manager accurately quote?

 

It’s the same in video production, we need to know how long the video needs to be, what level of expertise the camera operator and equipment should be, whether you need a soundman, lighting, added equipment, how long the edit will take and whether you want added elements like graphics. It’s a complex build that is tailored to the available budget.

 

  1. Not having a clear objective for the video.

 

We see time and time again where companies decide they want to create video but they don’t think about their objectives or what outcome they want it. Without a clear strategy going in to creating video content, you may as well flush your money down the toilet.

The first thing we always do when talking to our clients about creating video is to identify the overall objective and who they want this video to be seen by. It’s the most important factor and informs everything we do. Is this B2B or B2C? What demographics are we targeting? How will the video be shared? What is the objective of this video? Sales? Brand image? Production explanation? All these questions need to be answered before we can come up with creative concepts for the video. For example, if the video has ad spend behind it and is destined for Facebook pay-per-click then it needs to be very short and punchy but if we are relying on organic shares then we’ve got to create a strong hook so people engage with it. Conversely, if this video is B2B and will be sent out via email, then perhaps we can assume a pre-existing level of knowledge and familiarity with the subject matter in your audience, so we can have a longer video with more depth to it. By having clear KPIs and understanding of the core objective for the video you will get far more out of it than just creating video for video’s sake.

 

  1. Not aligning video to brand purpose.

 

Video should always be seen as an extension of your brand identity. When done correctly, it will feel like a seamless transition from your print materials, web site and brand image through to video. This is done through the style, tone, fonts, imagery and colour. Too often, companies will use video inconsistently, putting up a series of videos that have nothing connecting them. Or worse, they will post videos to their social feed that are amateur or home made. A third of people who watched a poor quality video had a negative perception of that brand. Video should always be integrated into a company’s marketing strategy from the outset and even if it’s only used sparingly, it should reflect the quality of the brand. Lack of budget should not be used as an excuse for putting poor quality video out into the public domain. With careful planning and a reliable video production company, most budgets can be stretched to create video content that will have a high impact in the right way. For example, a single day’s filming could be done in a way that generates large volumes of material that can be recycled into a series of short videos for your social media feed. By setting a style for the look of the videos from filming techniques to motion graphics, larger volumes of content can be generated for a fraction of the cost.

 

  1. Not getting on the front foot with a good video partner.

 

All companies with a marketing strategy can benefit from using video and most of them know that. But we often see that unless there is an immediate need for video, most people don’t bother to find themselves a video production partner. The result is that when they finally realise they need to commission some video work, they are already on the back foot. The deadline looms faster than they thought and they are forced to hire the first company they find even though they may not be the best. This can lead to paying above the odds for an inferior product.

There are a lot of benefits to partnering with a video production company for future opportunities. We have a few companies we work with on a rolling basis and it brings huge benefits to them. Firstly, we’re always on the phone to discuss any video ideas they have and to brainstorm concepts with them as well as budgets. This can help with internal marketing briefs they are putting together or in the case of agencies, with pitches to clients. Because a relationship is in place, there is a transparency to pricing and budgets that installs a sense of trust in all the players. Everyone values the relationship and wants it to continue so no one is going to take advantage of the other. And finally, its in the vested interests of the video production company to keep the relationship going so they will always try to deliver above expectations. In this way, we’ve helped some of our clients to win big contracts with some major brands and we’ve helped others to put a lasting content strategy in place that maximised their yearly marketing budget.

 

mistakes commissioning video

 

George Hughes set up Small Films with a simple ambition – to create brilliant films for brilliant people. Over the past 14 years he’s learnt his craft in the television industry working in the UK and USA as a Producer / Director and camera operator making hundreds of hours of high profile series for major broadcasters including the BBC and Discovery Channel. From hard-hitting documentaries about the mafia to light-hearted cooking shows with high-profile chefs, he has worked with a wide range of budgets, briefs and subject matters and is excited at transferring this experience into the production of branded content. George and his team are passionate about partnering with like-minded people and organisations to create amazing films. For more information, or a chat about commissioning video content, contact us here.

In the fast-evolving world of digital marketing, the way we consume content is changing. With less reliance on desktop and laptop computers and rapidly expanding mobile technology, consumers can choose exactly when, how and where they access the internet and interact with online content. To grab the attention of this busy on-the-go audience with a short attention span, only the most engaging, flexible and value-adding content formats will continue to make the grade. With recent research showing that 1 minute of video is worth 1.8 million words (Forrester Research), now is the time to say goodbye to text – and welcome to a golden age of video marketing.

 

This is all very well for the large global brands, but what if your brand is small, or new? Smaller businesses can be put off by the perceived expense and technical issues involved in creating regular quality video content, so is it really worth the effort? The stats would seem to suggest that it very definitely is.

 

A Cisco report predicted that by 2018, a staggering 78% of global consumer internet traffic will be video. Adding video to your website landing page has been shown to increase conversions by 80% (Invisia), and to engage audiences to reduce your bounce rate. The average user spends 80% more time on a website with video (Mist Media). What’s more – looking at the the ultimate metric, 76% of businesses report that video has been good for their ROI (Wyzowl).

 

The numbers speak for themselves, but if you still need convincing have a look at our top reasons why video content is king in brand marketing:

 

  • It can provide useful information on your products

Consumers want enhanced information on products and services – particularly new ones. Explainer videos are a brilliant way of adding value to the customer experience whilst at the same time positioning your brand as helpful and knowledgeable. Your brand becomes not just a service or product provider, but also an expert information resource. And that’s good for sales. 74% of viewers who watched an explainer video went on to purchase the product or service (Wyzowl).

 

  •  It can shape and reinforce your brand identity

As part of an integrated branding strategy, video content is the most effective way of getting across your your brand identity and story. Video appeals to all of the senses – you can use sound, music, attractive visuals, narrative, emotion, humour and mood to convey what you want people to ‘feel’ about your brand. And how they feel has a huge impact on their consumer behaviour. If they feel connected to your brand through your authentic use of video, they will develop trust and form a relationship with your business.

 

  •  It’s the most engaging of all content formats

Research at Diode Digital showed that 60% of online viewers will watch a video before reading any text. Video advertising also has the highest CTR of all digital format advertising and consumers are much more likely to click on video than static banner ads (Sizmek). Social media platforms are increasingly being optimised for video content, and video is shared a huge 1200% more than links and text combined on Social Media. (Simply Measured). It’s also beneficial for brand recall. 80% of consumers can remember a brand video they’ve watched in the last month (Hubspot).

 

  •  It’s great for brand SEO

Google owns YouTube so it’s not surprising that video content often comes high up in searches.  In fact, your brand is 53x more likely to be at the top of Google search results if you have video embedded on your website (Moovly). Make sure your videos are SEO optimised to aid this, using keywords, SEO titles, and back-links to your products and other pages.

 

  •  It can revolutionise your emarketing

Embedding video content in your enewsletters can transform their impact. Hubspot reports that click-through rates can be boosted by 200% – 300% by the addition of video content.

 

  •  It’s flexible and works well on all devices

Video content works equally well on everything from PCs and laptops to tablets and smartphones and is particularly suited to a dynamic, out-and-about audience. With increasing mobile device usage and the growth of m-commerce, video is the perfect medium for reaching the mobile generation.

 

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. Contact us here.

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