Video is undoubtedly one of the most popular types of content around the web. Studies showed that approximately, 78% of people watch online videos every week, and 55% view online videos every day!
Along with this, the popularity of videos on social media is at an all-time high! The majority of businesses have embraced the change and are utilising social media to raise awareness and engagement.
Everyone is using videos to learn, educate, promote, entertain, and this isn't going to change anytime soon.
Post-Veganuary, there'll be a surge of people continuing to incorporate a plant-based diet beyond the 30-day challenge. This means, your strategy can't only focus on January, engaging your audience for the long term is crucial. Moreover, if you have not been using videos as part of your marketing strategy, it is time to join in!
Now, without further ado, here are our top reasons why plant-based food brands need video marketing.
You don't have to be Einstein to know that smartphone use is rising. Alongside this, the audience consuming video is rising too. Many platforms also prioritize videos in their listing algorithms, resulting in better organic reach than other types of content.
I know we may sound biased, but watching videos is much easier and more entertaining than written content. A whopping 72% of customers prefer to learn about goods and services via videos. And 80% of video marketers say video has increased their sales, while 84% of customers say they bought goods or services after watching a video.
The continuous social media use on the rise means that brands have direct access to huge audiences to share their video content with, whether that's via Facebook Live, Instagram Stories/TV, YouTube, TikTok and Snapchat. There are endless opportunities for connecting with your target market in a real and authentic way.
Brands often want to focus on telling stories. This is understandable as more consumers want to know about how their food is produced and are interested to “see the story behind the scenes”.
People like storytelling because it allows them to digest information more easily, and creates an emotional connection. When it comes to storytelling utilising animation can really help your brand stand out from the rest of the competitors. Whether that is incorporating animated paid ads, captivating brand logos on your video content or animating text of ingredients on the screen in cooking tutorials. It helps the consumers understand where you fit in relation to their lives and situations, allowing you to grow brand awareness and improve perception.
Even if you are a new vegan/plant-based food product business, incorporating animation into your video will give you the edge over regular video content.
Good quality videos pique curiosity and captivate the eyes. They have the potential of stirring emotions and grabbing your audience’s attention. That’s why the oat milk powerhouse Oatly recently launched a series of quirky character driven videos, using puppets, to tackle a very serious topic in a light-hearted and funny way.
Online advertising is not only affordable, with video ads you can accurately target your ideal customers.
According to Forbes, because of the visual nature, 80% of users can recall a video ad they’ve seen in the past 30 days. When was the last time you remembered a leaflet, cold call or sales email 30 days after you received it?
In a survey by Animoto, the top 3 social platforms on which consumers said they watched videos that led to purchasing are Facebook, YouTube, and TikTok. Instagram and Facebook allow you to create sponsored or promoted video ads and carousels that can be targeted to only appear on a specific audience’s news feed. YouTube offers a similar experience where you can host a “pre-roll” advert before a video and an “in-video” advert during the video. These adverts can be highly targeted as you can choose the best YouTube Channels to advertise on to suit your vegan food products.
You can use YouTube to create long-form branded video content like cooking videos to highlight your brand personality and give your audience something useful to take away. This is one of the best ways to drive engagement with your brand.
We’ll get to TikTok in a minute!
Collaboration videos are a terrific way for plant-based and vegan food brands to promote a like-minded message or activity like Veganuary. You can also collaborate with vegan food bloggers and vloggers to promote your brand by featuring in one of their videos. As well as having fun it’s a great way to get your message across and it doesn’t have to be salesy!
Derek Sarno, Co-Founder of Wicked Kitchen is helping Tescos bring plant-based foods to the masses. And how is he doing it? You guessed it - collaboration!
A multichannel campaign works well in the lead up to an event or when promoting a new plant-based product or trend. For example, you can post plant-based recipe videos on YouTube, post short versions of the recipe videos on your social media platforms, run online advertisements and send out promotional videos of your products.
A “holistic” video marketing campaign will obviously be more memorable and successful than just a“one-off” video. Instead of cramming everything into one video, you can do several short-form videos. The best part? It’s also more cost-effective.
Last but not least, let’s talk about TikTok!
Gen Z's are going vegan in droves and they love TikTok. So, Vegan TikTok is a huge opportunity to reach this market.
Vegan videos have been viewed 8.1 billion times on TikTok, according to a new analysis conducted by United Kingdom vegan gum company Chewsy. While videos tagged with #vegan were viewed 8.1 billion times, those tagged with #veganrecipe and #veganrecipes had a combined total of 939 million views, with #veganfood amassing 690.8 million views.
Chewsy compiled a list of the 50 most popular vegan foods and found that #vegancheese, #veganchicken, and #veganicecream pulled in 20.1 million, 16.6 million, and 13.3 million views, respectively. Other top viewed vegan videos included references to vegan smoothies, cookies, and pasta.
This year it’s estimated that 82% of internet traffic will be video. So, if you’re a plant-based vegan food brand, don’t miss the incredible opportunity to supercharge your brand awareness in 2022 with video marketing.
We work with purpose-driven brands just like you, so we too can leave the world a better place than we found it. Not only that, we actually reinvest profits into content for charities, including those in the animal welfare sector.
Reach out to us today, and let's dive into how we can help create animated video content that'll make your vegan/plant-based brands stand out!
