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Leslie Loris
Posted by Leslie LorisJanuary 24, 2018 11:18 AM

Unless you’ve been living under a rock (or maybe you just went into hiding in 2017... we get it), you have no doubt seen article after article on the increasing popularity and importance of video.  As fresh produce marketers, we should be wise enough to heed this trend and find ways to incorporate video into our marketing plans moving forward.   

“The most recent statistics show that video content isn't just effective -- the demand for it is growing at an impressively rapid pace. Did you know, for example, that 43% of people want to see more video content from marketers? Or that 51.9% of marketing professionals worldwide name video as the type of content with the best ROI?” - Lindsay Kolowich of Hubspot

One of the biggest obstacles that we see brands face when venturing into the world of video is budget.  The time and expertise required to produce high quality and professional video comes at a price.  Although a worthy investment, it can be a challenge to secure or redistribute your marketing budget to accommodate when video opportunities arrive mid-year.  For marketers who are working with small budgets, we’ve collected some tips and insights to help you stretch your video spend in 2018.  


Short and Sweet 

If you have existing video content, take advantage of your previous investment and repurpose it into new short clips. Videographers often film what is referred to as B-Roll, which is simply additional supplementary footage that has been shot to enrich the story being told in your video.  A little editing, some fun new copy and you’ve got a whole new piece of content to share!     


Get Social!   

Social media can be a great way for you to dip your toes into the world of video.  The nature of this media is more casual and audiences on these platforms don’t always expect a polished, professional video from your brand.  Many easy to use features are already built into social media platforms, allowing you start sharing video with only a few clicks.  Want to give social media videos a try?  Tradeshows, behind the scenes, new product launches or company events are all great opportunities for stories, live video or Boomerang!


Share Your Stories: Instagram, Facebook, and Snapchat all have ‘story’ features that allow you to share video clips with your social community.  These stories are a great way to share a large amount of content in a shorter period of time, without overwhelming your audience.  Stories are relatively easy to use and you can even tag other users, add hashtags and decorate with emojis.    


Go Live: Live streaming functions, such as Facebook Live are increasingly popular on social media.  This functionality allows you to stream live video directly to your social media and enables your community to interact in real time.


Boomerang: The best Boomerangs are addicting to watch and as a brand what more could you want?  The finished product is a looped video that automatically plays and rewinds itself, creating intriguing and often hilarious results.  We have a ton of examples on our Instagram if you’d like ideas of where to start.



Do It Yourself 

A DIY approach shouldn’t replace professional videography but it can be a solution in some scenarios.  There are plenty of tutorials and classes that are free or inexpensive, and walk you through basic video and video editing.  These classes provide guidance on the best equipment and software to use when starting out.  Our advice is to keep it as simple as possible and move into more complicated projects once you get the hang of things.  

As you start to implement video, make sure to collect data and share the insights you gain from these videos.  This will help you argue for and justify a larger video spend in the future!


Video strategy and execution is a big part of our 2018 service offerings, so please let us know when you are ready to talk video!  We look forward to seeing what you create in 2018!

Topics: Marketing Trends, Tools, & Insights, Featured

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