{"id":4784,"date":"2020-05-05T09:42:51","date_gmt":"2020-05-05T07:42:51","guid":{"rendered":"https:\/\/adagri.com\/dev\/wp\/?p=4784"},"modified":"2025-12-10T17:51:02","modified_gmt":"2025-12-10T16:51:02","slug":"video-marketing-in-agriculture-why-it-works","status":"publish","type":"post","link":"https:\/\/adagri.com\/en\/blog\/video-marketing-w-rolnictwie-dlaczego-sie-sprawdza\/","title":{"rendered":"Video marketing in agriculture - why does it work?"},"content":{"rendered":"

As envisaged by Cisco<\/a>, By 2020, a million minutes of video will be uploaded to the internet every second. Video marketing therefore has a bright future. It's not surprising, users prefer this form, they absorb much more information about a product or service this way. Farmers are no exception. How to create videos about agriculture?<\/p>\n

Everyone loves video content<\/h2>\n

Every day, 5 billion videos are watched on YouTube and on Facebook \u2013 100 million<\/a>. Watching videos is faster and less demanding. We prefer to watch a short tutorial rather than read a dry user manual, whether it's about baking a cake or changing the oil in a tractor. A report showing how a user tests a product in their daily work will say much more than the most beautiful copy. Marketers also like video. It's a devilishly effective tool to interest the reader, keep them on the page longer, or increase their engagement. What type of video marketing in agriculture is best to use to reach farmers? And when is the best time for video in a campaign? To start, here's a proven quartet.<\/p>\n

Video Marketing in Agriculture \u2013 The 4 Most Popular Types<\/h2>\n

Product film<\/h3>\n

Today's consumers don't buy blindly; they do their homework beforehand \u2013 they look for reviews and opinions, and increasingly, they also watch product videos and video reviews. The company Wyzowl, creating a report Video Marketing Statistics 2019<\/a>, zapyta\u0142a o opini\u0119 specjalist\u00f3w video marketingu i u\u017cytkownik\u00f3w sieci. 72% ankietowanych przyzna\u0142a, \u017ce chc\u0105c dowiedzie\u0107 si\u0119 wi\u0119cej o produkcie lub us\u0142udze, woli obejrze\u0107 wideo ni\u017c przeczyta\u0107 tekst. A 79% badanych stwierdzi\u0142o, \u017ce film danej marki przekona\u0142 ich do zakupu produktu. Interesuj\u0105ca wideo-prezentacja na stronie czy portalach spo\u0142eczno\u015bciowych mo\u017ce zainteresowa\u0107 i zach\u0119ci\u0107 rolnika do dalszych dzia\u0142a\u0144 \u2013 sprawdzenia opinii na forach rolniczych, odwiedzin stoiska na targach, czy kontaktu z przedstawicielem marki.<\/p>\n

Interview with an expert<\/h3>\n

The success of good content is largely determined by its attractiveness and usefulness. Online, we primarily seek entertainment, contact with other users, and information. Video content that considers user preferences, provides knowledge, and helps solve real-world problems is a way to increase brand awareness and build an expert position. An interesting example is interviews on the YouTube channel Project Agrar<\/a> created by Josera. The content is aimed at a specialized group \u2013 cattle breeders. The films are made at various farms and cover topics such as milk taxis and mastitis prevention in cows. Well-prepared and optimized video materials \u201epay back\u201d with indicators (up to 33,000 views for one film) and the highest positions in search results for a given phrase.<\/p>\n

\"Video<\/p>\n

Testimonial<\/h3>\n

In reference reports (testimonials), you can find something extremely important \u2013 emotions. These are among the most popular video marketing formats in agriculture because farmers value the opinions of their peers and are primarily interested in how a machine or product performs in real-world conditions. We've already shown how video can enhance field reports (job stories) on example articles on the AgroFakt.pl website<\/a>. Is there a better way to prove product quality than by letting your customers have their say? Instead of written testimonials, it's worth opting for authentic communication and featuring people who talk about the product and their experiences with the brand in their own words.<\/p>\n\n

Event Recaps<\/h3>\n

Once again, experience is the keyword. Reconnaissance on the internet alone is not enough to determine if a herbicide will be effective or if a combine harvester is suitable for a farm. That's why farmers are eager to gain knowledge by visiting trade fairs and participating in field tests. If they can't attend in person, it's worth allowing them to watch reports or live broadcasts. Especially on social media, video is still the best way to engage audiences \u2013 videos on social media generate 1200% more shares than a combination of text and image<\/a>. A good example would be the content published on Facebook profile Kubota Poland<\/a>, during the Kubota Camp event - a 24-hour plowing with a Kubota M7172 tractor. Short formats - 2-minute videos gained up to 16 times higher (organic) reach and 13 times greater engagement under posts than content marketing in the form of graphics regarding the same event.<\/p>\n

\"Kubota \"Kubota<\/p>\n

Video marketing content in a campaign \u2013 lead generation<\/h2>\n

In agricultural marketing, as in B2B communication, the diamonds we need to acquire are leads. We select appropriate marketing activities based on the customer's stage of maturity in their interaction with the brand (in the process lead diving<\/em>, winnowing out leads).<\/p>\n

Exploration stage.<\/strong> Video works at every stage, especially for a good start. Like all visually attractive content, it's worth using it in the first stage of a potential customer's buyer journey \u2013 the search and awareness stage, i.e., during the initial contact with the brand. Product and company presentation videos, as well as expert materials in the form of vlogs, will work well here.<\/p>\n

A product video on the landing page doubles the time spent on website<\/a>. This is also confirmed by the company's research Wistia<\/a> \u00a0Users spend an average of 2.6 times more time on a page with a video than on a page with only text and graphics.<\/p>\n

Stage of consideration.<\/strong> In the next stage (consideration), we further educate and build brand awareness. When interacting with the recipient, who is a farmer, the opinions of other farmers will be effective.reference marketing<\/em>) and hard data. Here it's worth reaching for reports with other users' opinions, i.e., testimonials.<\/p>\n

Decision Stage.<\/strong> We are almost welcoming a new client, serving content tailored to the needs of the pragmatic farmer \u2013 interviews with experts, reports from events (fairs, tests), and data-driven videos, e.g., market reports and research.<\/p>\n

How to create a good agro-video? Follow our blog<\/h2>\n

From a report compiled by Cisco<\/a> wynika r\u00f3wnie\u017c, \u017ce do ko\u0144ca 2020 roku 82% ruchu w internecie b\u0119dzie pochodzi\u0107 z wideo. Coraz wi\u0119cej marketer\u00f3w si\u0119ga po to narz\u0119dzie, zw\u0142aszcza, \u017ce produkcja dobrej jako\u015bci film\u00f3w staje si\u0119 prostsza i ta\u0144sza. W kolejnych ods\u0142onach naszego bloga jeszcze nieraz poka\u017cemy, jak warto tworzy\u0107 filmy rolnicze i na co zwraca\u0107 uwag\u0119, by przyci\u0105gn\u0105\u0107 uwag\u0119 widza, ale tak\u017ce, by Youtube i Google je pokocha\u0142y. Ci\u0105g dalszy nast\u0105pi.<\/p>","protected":false},"excerpt":{"rendered":"

Jak przewiduje Cisco, do 2020 roku co sekund\u0119 do sieci b\u0119dzie przesy\u0142anych milion minut film\u00f3w. Video marketing czeka wi\u0119c \u015bwietlana przysz\u0142o\u015b\u0107. Nic dziwnego, u\u017cytkownicy preferuj\u0105 t\u0119 form\u0119, przyswajaj\u0105 wtedy znacznie wi\u0119cej informacji o produkcie lub us\u0142udze. Rolnicy nie s\u0105 tutaj wyj\u0105tkiem. Jak tworzy\u0107 filmy o rolnictwie? Wszyscy kochaj\u0105 materia\u0142y video Ka\u017cdego dnia na Youtubie odtwarzanych […]<\/p>\n","protected":false},"author":3,"featured_media":5077,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[24,25,26,27,28,29],"class_list":["post-4784","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","tag-filmy-o-rolnictwie","tag-skuteczny-marketing-video","tag-tresci-wideo","tag-video-marketing","tag-wideo-rolnicze","tag-wideo-w-rolnictwie"],"yoast_head":"\nVideo marketing w rolnictwie \u2013 dlaczego si\u0119 sprawdza? - Adagri<\/title>\n<meta name=\"description\" content=\"Video marketing to skuteczne narz\u0119dzie, by zainteresowa\u0107 czytelnika, zatrzyma\u0107 go d\u0142u\u017cej na stronie, czy zwi\u0119kszy\u0107 jego zaanga\u017cowanie. 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