Google “2014 video statistics” and you’ll see 634 million pages that discuss how video is impacting business and culture… along with a dizzying array of numbers to prove various points.
Through all the chatter, the bottom line is video is rapidly becoming the marketing medium of choice. Google and others estimate video will generate 75 percent of all internet traffic within the next three or four years.
But foodservice companies have generally been slow to catch on to this trend. One reason is the many companies believe video is expensive based on their limited experience producing costly “company videos.”
Ironically, these big-branded video productions are a terrible investment in many cases. Who wants to voluntarily watch a company overview video? Practically nobody! When’s the last time you watched a corporate video besides your own?
However, most people will watch specific product videos or “how-to” videos quite often.
Video investments should be looked at as inverted pyramid… much like in the graphic displayed above. Relatively low cost product videos should be at the top of the list.
Resource videos — anything from simple recipe videos to product category insights that help educate operators, brokers or distributors — are also popular if they are produced right.
So, how do you quickly build a powerful library without breaking the budget? Start at the top of the inverted pyramid…
- Select your top 10 best-selling or most-profitable products. Produce a 60-90 second video for each product focusing on a few “ah-hah” moments.
- Establish a reasonable budget for video production… then shoot all the videos at once. This dramatically saves costs by avoiding the setup and teardown of video equipment.
- Develop a simple script and scene format to follow for each video so you spend less time for expensive editing. Besides, viewers like consistency because viewers know what to expect when they click on one of your videos.
With a little planning, you can produce 5 or 10 videos that people will actually watch for every one of those pricey company videos.
Next week: Why you should avoid using your corporate chef in videos.