Incorporating Video into your Content Strategy

A GUIDE FOR BEVERAGE BRANDS



Video content has become central to outreach and campaign efforts on every platform. Social platforms algorithmically favour video content in social feeds and search engines due to the increased engagement and view time the format allows.

Instagram CEO Adam Mosseri recently announced that Instagram was no longer a photo-sharing app as the company wants to “embrace video more broadly". Showcasing that now, more than ever, brands need impactful video content to engage and connect with their audience. There is a real opportunity for both new and growing beverage brands to increase brand awareness, instill trust and drive sales with the right video content.


Continue reading to learn more about why video content has become so important and ways to incorporate video in your content strategy as a beverage brand.


WHY IS IT IMPORTANT


The power of video lies in its ability to build an emotional connection with viewers through artistic expression that other mediums can't compete with. For beverage brands, this provides a real opportunity for people to connect with your ethos as well as your product/offer.


WHAT KIND OF VIDEO TO INCORPORATE


Video content can be used in a wide variety of ways to promote your product and increase overall brand awareness. The key to great video is to create specific content for your business that offers a high-quality customer experience and adds value to your beverage brand.


Explainer Videos

68% of consumers cite video as their favourite way to learn about new products. Explainer videos are a key way to inform your customers and educate them with new ways to make the most of your product. 'How-to' videos that showcase cocktail recipes or food pairings with your product are key ways you can incorporate explainer videos in your content as a beverage brand.

A key example of this is Brewdog's video series on how to pair their beers with various foods.


Instagram Stories


Short and snappy, stories only last for 24 hours and are perfect for showcasing authentic content that doesn't need to be polished or nicely edited. A great way to show an insight into the behind-the-scenes of your product.


Brand Videos


These are videos that showcase your mission and/or brand ethos. They're about creating brand awareness and intrigue to connect with your target audience. A great example of a brand video can be seen in Bacardi's "Do What Moves You" campaign, where the video is selling their vision as a company, rather than focusing on the individual product.


Behind - the - Scenes Content


Show some personality by showing the faces behind your brand. Introduce people to the team and showcase the day-to-day runnings of your business.


Live Streams


There's great value in going live as it creates a new opportunity for you to interact directly with your customers in real-time. Live streams can help you drive excitement around important announcements and updates as well as engage with viewers through live Q & A's.



User Generation Content


Sharing user-generated content is a great way to tap into your customer base. It provides you with new content, serves as social proof and is a great way to engage with your audience on a personal level. Repost videos from happy customers who showcase how they personally use your product in their life. This can assist in increasing brand trust and credibility.




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All statistics were gathered from Hubspot research.


A big thank you to our awesome reader Emma who has found a great article with extra statistics and video trends to help build your video content strategy. Take a look at it here