Historically, video works. It still does. Think of all the jingles you still sing from commercials as a kid. Think of Flo from Progressive. Think of the Allstate Man. Video leaves a lasting impression that imprints trust in your memory. As consumers, our behavior is shaped by the ads we see and the stories we are told. The wine industry is rich in people and history who each have a treasure trove of stories. Video marketing can breathe life into your winery’s story, and turn it into wine sales.
Video has become one of the most influential marketing tools. By 2022, videos will make up more than 82% of all consumer internet traffic — 15 times higher than in 2017(Cisco). From Yeti’s ongoing film series hig lighting inspirational and extraordinary human beings to Bon Appetit’s YouTube series showcasing comical chefs and video personalities, creatives are unleashing the power of video in ways never seen before. Users view more than 1 billion hours of video each day on YouTube, 78% watch online videos every week, and 55% view online videos every day (HubSpot). The wine industry is no different, and while it’s just begi ning to utilize video, there is always room for innovation.
Videography is crucial for grabbing consumers’ attention and converting them to loyal customers. Wineries are in a position to utilize video marketing because of the rich story elements that accompany winemaking. To showcase what the winemaking team is doing, whether it be introducing a team member or the winery dogs, a video is the most effective way to tell that story.
Once these videos are produced, the next question to ask yourself is: where should I share this? While each social platform is unique, they all benefit from engaging video content. Why? Social videos get shared 1200% more than text and images combined.
Instagram is the modern way of marketing that continues to roll out engaging features that wineries should take advantage of. Short form videos were the first on the platform, but now you’re able to upload videos from 3 seconds to 10 minutes long. This gives you quite a bit of wiggle room in terms of content. Your video can range from a short pouring video to a full winemaker interview. Just keep in mind that the average attention span on Instagram is 6-10 seconds so, shorter, the better.
With over 8 billion video views per day, Facebook is known for its older demographic. This is important to remember when producing videos and other content. Strategy is key – aim to create personable videos, and don’t be afraid to include behind- the-scenes footage!
YouTube is the second most visited website on the internet behind Google, and each month 2 bi lion users begin using the platform. Most YouTube videos are longer than 1 minute which is the perfect opportunity to create content that is both engaging and informational, or as we call it, “edutaining”. With the right strategy, YouTube can be a content hub for your winery to bond with a younger generation. Video will do wonders for your winery’s brand by adding human touch to a digital world and acting as a vehicle for you to connect with people. At Astra, our video team of highly-skilled and experienced videographers work each and every day to convert individual video clips into a story. Our content creation is engaging and strategic with the ultimate goal of telling our clients’ stories and selling their wine.
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