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March 21, 2016 • Video Marketing

Video Marketing For Food Ventures. Curating video content

When the focus of your venture is food, your marketing troubles are half solved. You have a subject that people relate to on a daily basis, which is part of their daily routine and something most people pay a lot of attention to.

Curating video content for food-based ventures is exciting and fun. This the season for food! Every day you see a new food based start-up or a new food outlet. While this means people are looking at food with a lot more interest, it also poses a challenge of creating the right type of content to captivate your audience.

When it comes to food, images and videos speak volumes. Even food blogs now focus on captivating images that sometimes look as good as the ones we see in cookbooks and magazines. Here are some great examples of curating video content for a food venture that effectively targets your audience of choice.

1)      The one tap way of selling your ingredients- a recipe video!

If your business concept involves shipping ingredients to consumers so that they can cook in the convenience of their kitchens, then video marketing “must” be on your strategy list. Here is an example of a popular Vlogger trying out the ingredients by Blue Apron and giving viewers a live review of this concept.

By creating a video, you can show them how the ingredients are packaged and delivered. A nice cooking video is something that interests most people, and while they are actually watching a recipe, they also realize that having all the ingredients at hand makes life much simpler. One of the best things about this video is that the Vlogger is an inexperienced cook. Videos created by people who represent your target audience, enable you to show them that your ingredient boxes are definitely worth a try. Once you establish that connection with your consumers, rest of the video content can be designed around your processes showing them how efficient they are. Enable purchases through the video as they have seen your concept put to practice and realize how easy it is. Also, as seen in this example, include discount codes so that they shop through the videos right away.

2)      Fill your tables and get people talking about your food joint in one go!

There are many people who do live reviews of restaurants and food joints. When you have a small food outlet or a food joint, it is great to invite these people to show your outlet and your food. Here is an example video.

While this video is a food experience of Austin, you can create something specific for your joint and enable online orders through the video. The benefit of creating such a video is that it is rustic and very real life. Show your audience that the food is simple and something that they would consider. After all, the objective here is to make them order food or book a table at your joint right away.  This is also a great idea if your food joint has a specific theme. Talk about why you serve food around that theme. In this video, the owner of a “High Tea” food truck talks about how she is a costume designer who loves vintage clothes and fashion. Stories and food always go great together.

3)      Just talk about your products.

Sometimes all you have to do is to talk about your food venture. Just tell people the story straight from the horse’s mouth.  Here is an example video by the founders of “Bandar Foods.”

The video is informal and fun. You do not want a serious a board room ambiance with graphs that show how much your organization has grown. Just talk about your venture and how it all began. Show products and enable purchases. Nothing like a great story (food and stories remember!) followed by a little bit of shopping.

4)      A Day in a Life

Nothing beats a crisp overview of what goes on behind the scenes of your venture. The reason such videos are interesting for a food-based venture is that it shows people the fun aspects of food preparation, plating, your kitchens etc. Especially for restaurants this is a great content concept to work on. Here is an example video.

Instead of only background music, talk to the chefs, the customers and show some live chatter. Show the hustle and bustle in the kitchen, thereby telling people how much of an effort you put into their food. No staged conversations. Keep it real and simple.

These are just a few examples to illustrate possible content strategies for the various types of food ventures that exist broadly speaking- ingredient based, smaller joints, restaurants and start-ups that ship products. When it comes to food the possibilities are limitless. The key is to combine your business objectives with creative content showing your audience what the venture is exactly about. When you combine such content with options to purchase/book through the video, consumers have all the information in one place and they do not have to go back to your website to place orders or know more. Use Wootag and make things easy for them. Also, conversion rates help you get a better understanding of how effective the content is and give you insights into your consumer’s preferences. Read this blog article to know more about In-Video analytics. With Wootag, make your video a one stop for all the information- for you and your consumers.

Takeaway Menu

1)      Get food reviewers to create videos or as a founder make one yourself. It is important that it reaches your target audience – eg, inexperienced cooks, busy individuals, office lunches. Show people who represent your product concept.

2)      Offer discount codes and enable shopping through videos.

3)      Include live chatter and customer feedback in restaurant based videos. Do not have just background music running.

4)      Show how the ingredients /food are packaged and other accompaniments that the customer will get. For eg., printed recipes as seen in the first video.

5)      Talk a lot about food (family recipes, ingredient sourcing, the theme that you follow etc.) After all, it is the hero of your video.

 

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