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Thrive Tip #6: The Power of Video

Part of the 6-part blog series “Top 6 Tips for Creating a Thriving Catering Brand” by NACE member, Aleya Harris

Wow! Time sure does fly when you’re having fun. This is the last entry in the Thrive Tip 6-part series and I sure have had a blast sharing key marketing insights with you. But this is more of a “see you later” rather than a “goodbye” because you have the opportunity to dive more deeply into the Thrive Tip covered here on our live webinar on July 25.

Click on my name “Aleya Harris” to on the sidebar to catch up on all of the previous Thrive Tips.

But while all good things must come to an end, I still have one more tip to help take your social media and online presence to the next level. For our final installment, we’ll be delving deep into the power of video content. Producing your own original video content can help attract new clients and followers, all while setting you apart as an expert in the industry.

So let’s get right into it!

Thrive Tip #6: The Power of Video

It’s no surprise that we live in a world where technology and social media trends have come to dictate and influence the way many of us go about both our work and home lives. Some might even say that we’re living in the golden age of online video.

For most people, especially members of the Millennial and Gen Z generations, it’s not uncommon to spend hours on end glued to our screens watching any and all viral video content. YouTube was the first big push into video content on the web and since then Facebook, Instagram, and a variety of platforms have thrown their hats into the ring. In order to keep up with new and developing trends, marketers and business owners have to add more focus on video content.

Why is the emphasis being put on video content?

According to a survey conducted by Animoto, 64 percent of consumers say that watching a marketing video on Facebook has influenced their purchasing habits in a month’s time. And while this number only reflects one platform, it showcases just how vital video content can be to the marketing game.

When social media and viral content was first taking off nearly a decade ago, most of what was liked or shared was written content. But most active users no longer possess the concentration or capacity to read large chunks of text. This is where video comes in.

Video content allows for businesses and marketing agencies to attract new customers with brand-aligned clips that help sell their products without the use of too much written text. In fact, to take this notion a step further, Digiday released a study that found that 85 percent of Facebook video is watched with the sound off.  (Pro-tip: If you are speaking in your video, add subtitles so that your message doesn’t get lost when only the visuals are playing.)

Why aren’t more companies taking advantage of video content?

To put it bluntly, it’s not the idea of creating video content that is scary to most companies, it’s the misunderstanding of the benefits and resources that go into these productions that are hindering companies from staying ahead of the curve. Some companies are worried about the amount of time and cost associated with finalizing videos and releasing videos into the world.

When it comes to your products and services, 97 percent of marketers believe that videos help consumers better understand what they’re purchasing and how to use these products. But even the usefulness of these videos isn’t enough to persuade some businesses to dabble in content creation.

My advice: Don’t make it harder than it needs to be.  You may think that you need expensive equipment, flashy video editing, and super polished outputs, but that is not the case.  In fact, authentic, slightly gritty video does much better on social media than videos that look over-produced.

Why you ask?  My theory is that people crave real connection and video that shows a more human, imperfect quality seems more relatable and trustworthy.  No one is perfect and like attracts like.  If you show that you are just as imperfect as I am, I am more open to building a relationship with you.

What are the perks of video?

The first and most obvious perk of video is that it can boost conversion rates and bring in more sales. Like we mentioned earlier, people that have watched a how-to video or explainer video about a product are much more likely to buy it. Video allows us to visualize how the subject could benefit our lives.

Video content can also build lasting relationships between consumers and your business. Think of it this way, if a viewer likes the types of video content you produce, they’re more likely to subscribe or put your business on their radar. As more content is released, these consumers continue liking and sharing your videos, formulating a sense of trust with your services. This also enables the consumer to share and make recommendations to their family, friends, and whoever else will listen, spreading your brand with simple word of mouth.

If that doesn’t get you excited, another perk is that search engines such as Google LOVE video content. A variety of studies have proven that if your website or social media page has video content on it, it is more likely to appear in search results. It doesn’t hurt that Google owns YouTube and can optimize video results ahead of resources that rely solely on text.

Are there different types of video content?

Having made the decision to undergo the process of creating your own videos, it’s important to take a moment or two to reflect on what type of videos you want to create. In the marketing world, there are four main types of video.

The first is what is known as an explainer video. It’s also the most self-explanatory. Explainers are used to help inform your viewers about your products. This is the easiest way to educate your potential clients about what it is you do. These sorts of videos go best with instructional content or customer service activities.

The next type of video is interview content. These types of videos help to spark conversations between anyone from consumers, other business owners or people that have never heard of or have never tried your products. These are also the types of videos where you can bring in guests that are industry experts or masters of their trade to help answer questions and give guidance as needed.

Demo videos and product reviews are the third type of video. These videos help show off how your products are used and how they fare against the rest of the best. These videos don’t even necessarily need to be created in-house. Product reviews and demonstration videos are something that you can collaborate with social media influencers or brand ambassadors to help push your services to their followings.

The final type of video content is live video. Live streaming on Facebook Live or Instagram Stories can be the most personal of all the video options. It’s also the only type that might require more preplanning and less post-production work. There are no second chances to take back anything or edit out something that was against your core values or your branding. But while many might be fearful to try live video for that reason, it’s also the most humanizing of all the types, allowing for viewers to get to see the “real you” within your promotions.

How to create video content the right way

So now that you know about the various types and benefits of creating your own video content, it’s time to make sure you consider everything you might need in order to produce content the right way. One of the most obvious places to start with video production is to preplan.

In planning for video creation, you might want to stop to reevaluate what you want these videos to say about you and your company. This may require reevaluating your target audience and your company’s goals and core values. Are the types of content that you want to create helping or hindering your overall brand? It’s also important to take into consideration the consumers. How do you want them to feel watching your videos and what major takeaways do you want them to develop from your work?

If you’re new to the video production game, you might also want to stop to make sure that you have the necessary resources before going all in. At first, there isn’t a need for fancy cameras or backdrops. Start off easy with a handheld camera and minimal lighting until you get more comfortable with video production. This also allows you to get an idea of what does and does not work.

Another thing to consider is that the Internet is forever. So no matter if your video is a hit or not, it will always be out there for potential clients to see. I say this to make you aware that despite wanting to make the sale, don’t make sales the main point of your videos. Try to focus on educating and entertaining your viewers and building lasting connections with them.

The first few seconds of a video need to pull in your viewers and encourage them to want to keep watching. This is what is known as a hook. A hook can be something like a call to action to stay tuned until the end for an exciting announcement or something else worth waiting for. This idea also can tie in with the actual length of the video. While I encourage you to play around with the length of your videos, keep in mind the average attention span of most viewers is rather short.

Video production might not be for everyone, but you’ll never know until you try it. All it takes is one video and I am sure you will get hooked.

>>>To help you better understand how video content or any of the other thrive tips can help your business grown,  join my brand new Facebook group for Food and Beverage Pros. This is the perfect place to chat with other industry experts and share your thoughts on what you want to see covered in my July 25th webinar.

Speaking of my webinar, now that all six thrive tips have been revealed, don’t forget to share your favorite tip via email and social media with all your friends, colleagues, and family members. The tip with the most views will become the webinar topic.

I can’t wait to see what topic you vote as the winner for the July 25 webinar and to dive more deeply into tangible growth tools to help you in your business.  See you soon!

 

Aleya Harris is the owner of The Social Media Pantry and Food & Beverage Media and Marketing, a boutique marketing agency for F&B brands and individuals that specializes in content creation and marketing strategy. She is a Le Cordon Bleu trained Chef and former private chef and catering company owner with extensive experience as a Marketing Executive for a large foodservice company.  She is obsessed about marketing and helping F&B pros turn their talent into treasure.  @fbmediaandmarketing

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Aleya Harris

Aleya Harris is the owner of The Social Media Pantry and Food & Beverage Media and Marketing, a boutique marketing agency for F&B brands and individuals that specializes in content creation and marketing strategy. She is a Le Cordon Bleu trained Chef and former private chef and catering company owner with extensive experience as a Marketing Executive for a large foodservice company. She is obsessed about marketing and helping F&B pros turn their talent into treasure. Aleya Harris is the owner of The Social Media Pantry and Food & Beverage Media and Marketing, a boutique marketing agency for F&B brands and individuals that specializes in content creation and marketing strategy. She is a Le Cordon Bleu trained Chef and former private chef and catering company owner with extensive experience as a Marketing Executive for a large foodservice company. She is obsessed about marketing and helping F&B pros turn their talent into treasure. @fbmediaandmarketing

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