Video marketing in agriculture - why does it work?.

As envisaged by Cisco, by 2020, one million minutes of video will be uploaded to the network every second. Video marketing therefore has a bright future ahead. No wonder, users prefer this form, they assimilate then much more information about the product or service. Farmers are no exception here. How to create videos about agriculture?

Everyone loves video content

Every day 5 billion videos are played on Youtube, on Facebook -. 100 million. Watching videos is faster and less demanding. We'd rather watch a short tutorial than read a dry instruction manual, whether it's baking a cake or changing the oil in a tractor. A reportage that shows how a user checks out a product on a daily basis will say much more than the most beautiful copy. Video is also liked by marketers. It's a devilishly effective tool to get a reader's interest, keep them longer on a page, or increase engagement. What type of agricultural video marketing is best to use to reach farmers? And when is the best time for video in a campaign? For starters, the proven four.

Video marketing in agriculture - 4 most popular types

Product film

Today's consumers do not buy blind, they do a decent reconnaissance beforehand - they look for reviews and opinions, and increasingly they also watch product videos and video reviews. Wyzowl, creating the report Video Marketing Statistics 2019, asked video marketing specialists and web users for their opinions. 72% of those surveyed admitted that when wanting to learn more about a product or service, they prefer to watch a video rather than read text. And 79% of respondents said that a brand's video convinced them to buy the product. An interesting video presentation on a website or social networks can pique a farmer's interest and encourage him or her to take further action - checking reviews on agricultural forums, visiting a booth at a trade show, or contacting a brand representative.

Interview with an expert

The success of good content is largely determined by its attractiveness and usefulness. On the Internet, we mainly look for entertainment, contact with other users and information. Video content that takes into account the preferences of users, provides knowledge and helps solve real problems is a way to increase recognition and build a position as an expert. An interesting example is interviews on the Youtube channel Project Agrar created by the Josera company. This content is aimed at a specialized group - cattle breeders. The videos are created on various farms and cover topics such as milk cab or mastitis prevention in cows. Well-prepared and optimized videos „return the favor” with indicators (up to 33,000 views of one video) and the highest position in search results for a given phrase.

Testimonial

Reference reports (testimonials) contain something extremely important - emotion. These are some of the most popular video marketing formats in agriculture, because farmers value the opinion of their colleagues and are primarily interested in how a machine or product performs under real conditions. We have already shown how video can enrich reports from the field (job-stories) on the Example of articles on AgroFakt.pl website. What better way to prove the quality of a product than to give voice to your customers? Instead of written recommendations, it's worth betting on an authentic message and showing people talking about the product and their experiences with the brand in their own words.

Event reports

Once again - experience, the key word. A mere reconnaissance on the Internet is not enough to determine whether this herbicide will be effective, and the right combine for the farm. That's why farmers like to gain knowledge by visiting trade fairs and taking part in field tests. If they can't attend in person, it's a good idea to allow them to watch the coverage or live broadcast. Especially in social media, video is still the best way to engage audiences ̶ videos on social media generate 1200% more shares than a combination of text and image. A good example would be the content published on Facebook profile Kubota Poland, during the Kubota Camp event - a 24-hour plowing trip on a Kubota M7172 tractor. Short forms - 2-minute videos gained up to 16 times higher (organic) reach and 13 times higher engagement under the posts than content marketing in the form of graphics about the same event.

Video marketing content in a campaign-acquiring leads

In marketing in agriculture, as in B2B communications, the diamonds we need to win are the leads. We select the appropriate marketing activities according to the stage of maturity of the customer in contact with the brand (in the process of lead diving, winnowing out leads).

Exploration stage. Video works at every stage, especially for a good start. Like any visually appealing content, it is worth using it at the first stage of a potential customer's buying journey ̶ the search and familiarization stage, i.e., the first contact with the brand. Here, product and company introduction videos, as well as expert content in the form of vlogs, will work.

A product video placed on a landing page doubles the time spent on a landing page website. This is also confirmed by the company's research Wistia  ̶ Users spend, on average, 2.6 times more time on a page with video than on a page with only text and graphics.

Stage of consideration. At the next stage (consideration), we further educate and build brand awareness. When dealing with an audience such as farmers, feedback from other farmers will work (reference marketing) and hard data. Here it is worth reaching for reports with opinions of other users, or testimonials.

Decision Stage. We're almost welcoming a new client, serving content tailored to the needs of the pragmatic farmer - interviews with experts, coverage of events (fairs, tests) and videos based on data such as reports and market research.

How to create a good agro-video? Follow our blog

From a report compiled by Cisco also shows that by the end of 2020, 82% of online traffic will come from video. More and more marketers are reaching for this tool, especially as it is becoming simpler and cheaper to produce good quality videos. In future installments of our blog, we will show you more than once how to create farm videos and what to pay attention to in order to attract viewer attention, but also to make Youtube and Google love them. Continued coverage to follow.

We have been connecting agro brands with farmers for over 20 years.

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