Remember when you first saw someone watching video on a smartphone? It was a novelty—like something straight out of the Jetsons. Now, less than 10 years later, we’re watching video on phones, tablets and even watches.
And it’s not just video entertainment. More and more, consumers are relying on video as a way to learn about products and services. Consider these stats from Animoto’s Online and Social Video Marketing Study:
4 times as many consumers would rather
watch a video about a product than read about it.
4 out of 5 consumers believe that demo videos are helpful.
Add to that the fact that more than 70% of U.S. farms and ranches now have internet access.1Clearly, its time to make video part of your agri-marketing plan.
But where and how does it fit? After all, print advertising and newsletters remain the key sources of information for farmers—and that’s not going to change anytime soon. The trick is to expand and enhance your messaging through the use of video.
5 ways to use video in agri-marketing communication
- Product or service demo. This works particularly well for products or services that might be hard to explain. Examples include variable-rate application, VFD guidelines and crop disease or insect control. A simple video can make the point faster than a long article about the topic.
- Safety guidelines or demos. Video is the perfect way for your co-op to “show and tell” growers about important topics such as grain bin safety, anhydrous handling and safe equipment operation.
- Customer testimonials. Record a customer talking about good results from your co-op’s products or services. Examples include seed performance, variable-rate application results, energy contract value, tire service convenience, etc.
- Promotions and incentives. Video is a great way to feature limited offers such as c-store specials, fuel contracts and tire deals. Post on your website or Facebook page, or share via email.
- Events and community involvement. Showcase your co-op’s involvement in the community by sharing videos of events such as scholarship presentations or school activity sponsorships. Video also works great for promoting field days, location events and trade shows.
Ag video production doesn’t have to be complicated or expensive. In fact, a one- to three-minute video works best. Good video cameras cost less than $300. Or you can even use a smartphone to record video, then edit with one of many basic apps.
For a step-by-step guide to creating a video, download this new e-book, 6 Best Practices in Agri-Marketing & Communication. You’ll find great info on page 14, “VIDEOS: Putting Your Stories in Motion … and Making Them Memorable.”
1. Computer Usage and Ownership report, USDA National Agricultural Statistics Service, 2015