Tag : content strategy

16 Mar 2016

“Greening” Up your Video Marketing Strategy: The Organic & Natural Product Industry

There has been a shift in consumer demand for natural and organic products in recent years. People are more interested in the products that they use & are concerned with how it affects their daily lives. In 2015, the organic & natural product industry has increased by 11% from 2014 with consumer sales exceeding $39 billion dollars. The organic & natural products industry are leading the entire food industry to start creating and living a healthy lifestyle for all. This has created room for new opportunities for products to embrace how we can solve problems within ourselves, family, community, country & the world.

Current consumer trends are shifting to incorporate organic and natural products in all aspects of their lives. Everything from labeling & packaging, clean energy, agriculture, and product improvements… The organic & natural products industry are the pioneers of reinventing & reimagining how to live a healthy lifestyle. So what does video marketing have to do with this?

It’s a well known fact that video has become a front-runner in digital marketing these days not only for content sharing, but for businesses to communicate with one another (B2B), and the consumers (B2C). In 2015, we saw that video traffic is up to 8 billion views a day on Facebook alone. Video has become an instrumental tool for distribution, engagement, educating new prospects, and increasing sales. Here’s a few reasons video marketing can boost your business:

1. Building Consumer Trust

Building a personal connection between your brand and the consumer is important to gain loyalty to your products or services. Video is a way to provide transparency and authenticity to your company. Businesses seeing the most success with video marketing are proving effectiveness through presenting customer testimonials, product overviews & demos, and industry expert interviews. Having this open visibility into your company is vital for this industry because you’re able to answer questions, create awareness, and build consumer trust. According to New Hope Network, this has been important to smaller businesses in the industry, and it’s starting to affect the way mainstream producers and companies talk about their products and connect with their customers. This is just the beginning… we will see a lot more of this!

2. Providing Research & Evidence

Highlighting data, trends, stats, etc. on the industry is huge in getting more people interested in the organic & natural products industry, and key for people to buy into your products & services. Video marketing presents the facts in a compelling way that can be supported by experts in the industry and make the content more shareable. The State of the Industry presentation from the 2016 Expo West explained how this industry needs to be presenting the facts, showing the science & processes, and building the credibility that are true to the values of the entire industry. In doing so, we will be able to address and solve many problems that the food industry faces. For example, most people look at implementing a healthy lifestyle from the inside out. We start by solving problems that directly affect ourselves (i.e. focusing on personal care) then we move to address areas that affect our families (i.e. home products & food choices) then we move outward to address problems with the way that our consumer choices affect our community, our country, and the world. Providing research and evidence that support to solve these problems drive more consumers to choose a healthy lifestyle.

3. Standing Out against the Competition

Be personable. Telling your story and creating a unique relationship with your customer will help your business stand out. You’re able to really dive in and show people what makes you different. 2016 Trends: Video in Business says 2016 will be all about highly-personalized content that connects with people on an emotional level. Marketers and sellers will get more specific in messaging to particular audiences at different stages of the buyers’ journey. You’re engaging with your customers on a firsthand level, and have the ability to connect with them by showing them how you can benefit their lives and support the organic & natural products industry as a whole.

Video has become an essential tool for marketing strategy when it comes to telling your story. Whether it be your brand, your product, or the industry overall it is important to connect with your consumers on a personal & transparent level. Showing these aspects of your company can boost your business and engagement when it comes to supporting your brand & your efforts to live a healthy lifestyle. If you’re looking for more advice on how video can take your business to the next level check out our services, and feel free to contact us for a consultation to see where your brand can stand out!

Click the link to check out the full video for the 2016 Natural Expo West: State of the Industry!

Photo: Sean Mcauliffe

26 Oct 2015

State of the Industry : The Future of Video

In the Homeland that is  Colorado to trekking further West, the Siren Vid team has been attending some outstanding networking events and startup conferences so far this year. Back in August, our Founder and Executive Producer, Jessie,  got to travel to Salt Lake City, Utah for the 2015 Summer Market of Outdoor Retailer Expo, where thousands  of retailers come for the largest collection of innovative gear, apparel, footwear and accessories for outdoor sports products. Just a few weeks ago, Jessie and our Associate Producer, Ellen, were at Denver Startup Week, a startup fest that welcomed a record of 10,000 attendees.

We not only made great networking connections but we were also presented some pretty intriguing and eye-opening  information at the workshops, meetings, and discussions. What we learned is worth sharing because it directly impacts our company’s future and it could have a significant effect on yours.

Unless you’ve been living off-the-grid without any cable, internet connection, smartphone, contact with any means of civilization, and what have you… For the past 30 years, you have seen how quickly technology has not only been advancing, but also how quickly it has been changing the way we live. Even more greatly? The way we consume.

The advancement of technology revolutionizes how we buy, how businesses communicate to us, and even has an impact on our attention span. Back in May, Telegraph UK reported on a research study done by Microsoft that showcased results saying the human attention span has decreased from 12 seconds in 2000 to 8 seconds in 2013 and present . Putting that into perspective, majority of the people reading this blog will not have made it to this point in the article without any distraction like checking your phone or emails. Think about how much content we consume nowadays too. We used to only consume what was given to us through a newspaper and/or magazine subscription. Then, there was TV to feed us shows and commercials through more channels now than we have ever had before, although Americans watch an average of 190 channels. Up sprang the Internet with unlimited and constant information on top of it all, which has led to today, where smartphones allow us to carry that infinite load of content wherever we go. Millennials consume about 5 to 10 hours per week on digital content.

So how are businesses’ advertising tackling this beast where we live in a world bombarded by continuous information with a consumer’s’ attention span of 8 seconds always fleeting? If everything is in such a whirlwind of on the go, how and where do brands stop their audiences to tune in?  

1. Say More By Saying Less. The biggest strategy is to get meaningful content out there that is quick and to the point. You want a creative message that is short, but engages with consumers on a humane level  If you can’t be brief, you’ll quickly lose to your competitors.

2. Find the Window. Who is your audience? The baby boomers? The Gen-Xers? Or the Millennials? Each group majorily consumes their content at certain, but key, time windows during the day. This can greatly affect on where and when you’ll distribute your video campaign.

3. Shifting Those Advertising Dollars to the Web. The future of what consumers will look like is going to be different than what businesses have seen in the past. People are becoming more attracted to online subscriptions than to cable. Businesses are saving chunks of change too by investing into digital advertising instead.

This change can be a scary for some brands, because it is a big and fast moving transition, but it gives hope to a lot of small businesses. Independent filmmakers have more outlets to get their work out there, with better distribution thanks to shareability on social media. Because of this trend, video production equipment costs are also going down while quality is going up, so small businesses can tap into these resources on a more affordable budget without losing the craftsmanship of their content.

Photo: Jakob Owens via Unsplash