Video Content is Still On-Trend for Food Brands

To truly appreciate the power of food video, you have to understand how food translates in the medium. At first glance, the idea of using video or other visual content for food products may be counterintuitive. After all, you can’t transmit taste through a visual medium. But our sense of taste doesn’t function in isolation. Food is a multi-sensory experience involving sight, smell, touch, and taste. Just as importantly, our food experiences are tied to the context in which we enjoyed them. Food is woven into our memories of people and place; often these are some of our earliest and best memories.

Although we can’t yet replicate the multi-sensory nature of a food experience via visual content alone, by making the most of what we can replicate, we evoke comforting food memories and trigger positive emotions. At a base level, that means incorporating visually-stunning, mouth-watering images; the type that inspired the phrase “food porn.” Video is a medium already known for facilitating emotional connections. Yet, even more than other product categories, food content is especially predisposed to create emotional connections with consumers. Those connections form the foundation for relationships with a brand; they are what every content creator aspires to achieve from their content.

Food Video Content Has Everything Going For It

Video content for food brands exists at the intersection of many favorable trends. Here are a few, which are explained in greater detail below:

  • Video consumption is continuing its upwards trajectory, and consumers have large appetites for food content in particular.

 

  • Market changes have made eCommerce and technology more important than ever for food and beverage brands, requiring them to create videos and other types of visual content to connect with consumers on digital and social channels.

 

  • Consumers are more conscious about the food brands they support and want to know more about what they are eating, where it comes from, and if the brands’ values are aligned with their own.

 

  • Millennials are “gobbling up” food videos and making purchase decisions based on that content.

 

BizJournals.com covered the top five trends for the food and beverage industry this year, and two of those five are eCommerce and technology. Both of those demand quality digital content for successful execution—in the form of images, product videos, how-to videos, comparison videos, review videos, branded and campaign videos, all formatted for multi-channel consumption.

 

Citing the rise of online delivery and food subscription services, as well as the fierce competition for shelf space in brick-and-mortar grocery stores, food and beverage brands will increasingly be selling their wares in a digital environment, according to Bizjournals.com. Additionally, consumers are doing more pre-purchase research via smartphones than ever before, requiring food and beverage brands to maintain a greater presence across digital and social platforms, with more content readily available to consumers.

Why Video Continues to Dominate Food Marketing

The dominance of video content for food brands’ marketing efforts is cemented for the foreseeable future. Here are some of the reasons why (taken in part from The Recipe Guru):

  1. Video represents a huge and growing proportion of all internet traffic. As of this writing, the most current data indicates that 82 percent of all global consumer internet traffic will be IP video traffic by 2021. Internet video to TV will be 26 percent of fixed consumer internet video traffic by 2021 (Source: Cisco’s Visual Networking Index: Forecast and Methodology, 2016–2021).
  2. Within video traffic, food content continues to hold a place of importance. The phrase “How to Cook That” is among    the top ten searches on YouTube, according to OneSpot’s The State of Food Content Marketing Report. Buzzfeed’s Tasty, which focuses on video food content, has almost 97 million followers on Facebook. Demand for food video content is high.
  3. Millennial audiences, in particular, consume large amounts of food video content on YouTube, with 69% of millennial mothers having purchased food products featured in the videos they’ve watched. 42% of millennial fathers will even make special trips to the supermarket to purchase new products they discover in food videos. (Source: Think With Google report).

Advantages of Video Content for Food Brands

Video content is one of the smartest, high-ROI marketing investments a food brand can make right now. Here are some of the reasons why:

  • Unmatched engagement. Video attracts viewers and is highly consumable. RendrFx has found that 92% of mobile video viewers share videos with others.

  • Video drives traffic to websites. Search engines tend to favor video content because they serve preferred content, andusers prefer video. A Forrester study found that sites with video content are 53 times more likely to rank on the first page of the search results.

 

  • Food video content directly affects sales. Millennials have acknowledged their propensity to buy products as a direct result of food video content they have watched (Think With Google report).

 

  • Data suggests video converts better. EyeWideDigital has found that having a video on your landing page can increase your conversion rate by 80%.

 

  • Most food content is evergreen. This allows it to deliver greater value over a longer period of time.

What Types of Video Content Are Right for Food Brands?

A Nielsen study of millennials indicates that they want to know more about how their food is produced (81 percent) and want to “see the story behind the scenes,” (80 percent). Millennials are also willing to pay more for sustainable brands (73 percent), so if that applies to your food brand, consider incorporating it into your video content strategy.

Content that informs and educates (such as recipes and how-to videos) is in demand from consumers, according to research from OneSpot. However, you need not limit your video content to those types. Food brands like Whole Foods, Kashi, and Clif Bar have found success with video content about food trends, industry news, health, sustainability, active lifestyles, and behind-the-scenes documentaries about the people who make their food and where and how its sourced.

When a brand understands what their audience is passionate about, they can tap into it in a way that is authentic, creating content that resonates with consumers and makes them feel more confident about buying the brands’ products. By creating content about broader aspects of the brand and its products, you also expand your digital footprint (and opportunities to build trust, loyalty, and stronger connections).

In Closing

Whatever type of video content you create for your food products, be prepared for intense competition in this space. Brands are constantly searching for new ways to stand out and grab viewers’ attention, so expect to step up your efforts with engaging, inspiring video content. However, viewers’ appetite for video consumption is so great that there is still every opportunity for your food brand to make new emotional connections with consumers.

Fred Keller – Colorist

Senior Colorist Fred Keller is heading home; the veteran post production artist, a mainstay of the color scene in Chicago for the past dozen years, is going back to New York as he sets out to build the color department at Click 3X, the renowned production and digital studio based here.

Keller’s color credits are richly-hued and impressive. A Queens native and graduate of Fordham, Keller spent a dozen years as a Senior Colorist at Filmworkers Club in Chicago, where he worked for every major agency in the Midwest, including Leo Burnett, DDB, FCB, Energy BBDO, Havas, Burrell, mcgarrybowen and others.

He started his career in New York, however, at the venerable color studio Manhattan Transfer, which later became Company 3. While there he not only graded commercials but also worked on longer-form projects including music videos, features and TV series such as Sex and The City and The Wire for HBO.

His current commercials reel includes spots for such brands as McDonald’s, State Farm, Coors, Walmart, Alfa Romeo, Capital One, Skittles and many others. To view his work, click here.

In addition to handling color grading, Keller will also partner at Click 3X with the renowned Sr. Flame Artist Victor Melton to offer clients an integrated color, finishing and retouching resource.

“Bringing in a talent of Fred’s stature is an important part of our plans for Click 3X,” says Corbett. “Our expanding our color capabilities meshes perfectly with our relationship with our sister company Industrial Color Studios. They have a long legacy of doing high-end color correction for fashion, beauty and consumer brands, and that appreciation for the role of the color artist in the creative process is part of our corporate culture.

“Given this, it made sense for us to elevate the color work we’ve been doing, and Fred’s eye, his aesthetic and his experience working with agencies, creative teams and brands complements the ICS legacy nicely, as well as our own,” Corbett continues. “They’ll provide the foundation for our color department as we move forward.”

Keller says he was looking to return to New York, and the opportunity to not only lead but help build a color department at Click 3X appealed to him greatly. “I’ve been aware of them since my time in New York, and knew they were a well-respected and highly regarded studio,” he says. “I was impressed when they became part of the Industrial Color family; it told me they’re a progressive company adapting to changes in the industry. When I asked around about them, the response I got from friends and colleagues was overwhelmingly positive.”

Being part of ICS, Keller feels, means Click 3X will be a major player when it comes to color: “With this legacy, you really need to be able to offer color work at the highest levels,” he says. “I see color as playing a critically important role in achieving a client’s vision. It’s about creating a visual language that incites the viewer’s emotions, and I’m looking forward to working with creatives who want to take an unconventional approach to exploring the look and feel of their projects.”

While Keller will be based in New York, he’ll be available to Click 3X clients via the company’s expanded network of facilities located in Chicago, Los Angeles, Dallas and Philadelphia. As for being back in Manhattan, he notes how the city and its post-production marketplace has changed, as has the color grading profession. “The ease of access to color tools has made so many people think they can do color work,” he

observes. “But you really need an experienced color artist, working with a supportive environment, to maintain the kind of quality clients, agencies and audiences expect. It’s important to avoid that mentality that says something is merely ‘good enough’ for digital or mobile.”

Groceryshop 2018 in Las Vegas

Click 3X’s own Culinary Creative Director, Charlotte Omnès, will be attending the 2018 Groceryshop event in Las Vegas. Click 3X’s food division, Food@Click, is anchored by Charlotte. Armed with culinary knowledge and experience, Charlotte works with the rest of the creative team to ensure that the narrative is accurate and authentic from a food perspective. She works collaboratively in this regard, to take into account client needs and create a cohesive food story– one which will resonate with the client’s core consumer. Charlotte may work as the key stylist on a project, or may put together a team of stylists and other food related professionals to help best execute a given project.

Charlotte will be speaking on the Content Marketing for Grocery and CPG panel, along with Ashley McCollum, and interviewer Matt Osias, the VP of Content Marketing at Hawke Media.

Groceryshop is a 3-day innovation event, focusing on Disruptive Trends, Technologies and Business Models in Grocery & CPG. The Event will be held on October 28-31, 2018 at the Aria, Las Vegas.