There’s no denying that video continues to be a relevant and preferred method of content on social media. According to Facebook’s annual report, there are an average of 8 billion daily video views on the platforms, and that number is expected to grow. Mark Zuckerberg predicts that by 2020, most of Facebook will be video. Thankfully for our industry, that doesn’t mean we have to start spending millions of dollars to create video content every day – it does, however, mean that we’ll need to start getting comfortable with imperfect and live video content.
We believe imperfect video is highly valuable to fresh produce brands, because:
They are more personal and less staged.
While highly visual, edited Tasty-style videos have proven to provide value to the fresh produce industry, there is a lot to be said for live video. Some of the world’s most sought-after digital influencers have grown their communities and businesses through the use of Snapchat, Instagram Stories, and Facebook Live. Why? They’ll tell you it’s because we, as people, want to feel like we’re connecting on a personal level and in real time. Imperfect live video allows us to do just that.
They communicate with fans on THEIR terms.
In a highly digital and visual age, the landscape of social media is allowing us to engage when and where we WANT to engage. In order to be relevant to shoppers who want immediate access to information, with the ability to engage and ask questions, live and imperfect video gives us the tools to tell a story and immediately react to what our audience wants to know. Imagine walking through your fields and answering real-time questions about what’s being grown, how something is harvested, and more!
Imperfect videos create a VIP experience for the viewer.
Real-time video provides your fans with a VIP experience, by allowing them to see “behind the curtain.” It gives your brand the opportunity to build trust, educate, and provide unique experiences without bringing them directly to the fields. We’ve had monumental success in creating experiential events for influencers by bringing them to a brand’s fields, touring them through facilities, and introducing them to the farmers and staff who help put food on the grocery store shelves – what if we replicated that on social media to the masses? Live video and stories give us the opportunity to create a similar experience in order to build long-term brand advocacy.
We understand that the costs associated with gorgeous video content isn’t available to every brand, and that’s why imperfect video can help support content needs without imposing on budget constraints.
Here are some of our favorite examples of imperfect video content by brands:
Live Events on Facebook - Shape Magazine’s Live Workouts
Daily Instagram Stories:
Live Cooking Demos on Facebook – Good Housekeeping’s Test Kitchen and “How It’s Made”
Have a question or thought for us? Comment below or shout out on Twitter @bethatkinsonpr and @thecoreblog!