It is no secret in the world of social media marketing that video content can help your brand standout. An effective video content strategy can both tell the story of your business in a clear, concise way, as well as engage users through striking visuals. Video content can support your business objectives, whether that is to launch a new product, convey a key message or position yourself as a thought leader.
Food and drink brands are one of the sectors that seem to real nail video content marketing. Amongst the many opportunities available to food and drink brands, online video has been shown to consistently deliver results, with plenty of examples to back that claim up.
In this blog, we will delve into five examples of food and drink brands that are killing it with online video content – discussing what they do and why it is such an effective part of their online marketing strategy.
Red Bull
Red Bull’s social media strategy is certainly ‘out-there’ and unique to them. Boasting well over 50+ million followers across social media platforms, Red Bull’s online presence is unique in that it rarely promotes its products, instead focusing on showcasing the many sponsorships and partnerships Red Bull has with sports teams and brands.
In doing so, Red Bull is able to showcase a real breadth of video content, all of which often fall under the category of ‘extreme sports’ or at the very least, incredibly skillful. From the Red Bull Stratos, the high-altitude skydiving project that broke numerous world records, to its many sponsorships in football, Formula One, winter sports and more. Each piece of social media content demonstrates the very peak of human condition, usually through athletic accomplishment and sporting activities.
To effectively capture this kind of content (i.e. a space jump), Red Bull relies heavily on video content and not still imagery. In fact, almost all of their social posts on Instagram are video. This content will include anything from short documentaries, to livestreamed events. Again, using video content really gives justice to the amazing content Red Bull captures, which would not be anywhere near as engaging if posted as a still image or carousel. Video content helps brings to life Red Bull’s many sporting partnerships and one of the reasons Red Bull has become such a household brand, is due to its many pieces of video content going viral, seen and engaged with by many.
Innocent
The smoothie and juice market is a very competitive field, so for Innocent to stand out from the crowd so often, is a real testament to its online marketing strategy.
Innocent’s video content is part of the reason it is able to communicate its brand messages in a competitive, noisy market space. Innocent use a variety of different video content across platforms to effectively communicate with the specific audience per channel. On Twitter for example, Innocent will combine video content with quirky captions, often from the ‘admin’ perspective, to give the brand a more relatable, human image online. On Instagram, a slightly more consumer audience for many brands, Innocent will focus less on selling its product and instead push videos of cute animals, humorous puns, and posts that tap into popular culture. Again, this allows the brand to effectively engage with online users without appearing too sales-driven.
It seems clear then, that video content allows brands like Innocent to be quirkier and more humorous, with a subtle product message, and engage audiences through doing so.
Oreo
Oreo is a social media powerhouse, and was one the first food brands to successfully utilise TikTok, now boasting over 1.7 million followers and almost 19 million likes on the platform alone.
It is via TikTok that Oreo has really showcased its social media prowess. As the platform allows only video content, Oreo gives real ‘personality’ to its posts. Focusing mostly on recipes, the brands quirky but appetising dessert recipe tutorials will often feature trending music and/or user-generated content (UGC). This, statistically, generates greater engagement and makes for a great TikTok feed when users search the brand on the platform.
Oreo has also increasingly used ‘split screen’, allowing for humorous commentary on user-generated content alongside the original video. Again, this allows for engaging visuals but also invites more users to tag Oreo in their own posts for a chance to be featured on the TikTok page.
Oreo then, relies heavily on TikTok video content to maximise its messaging to a consumer audience, using recipe content and UGC along the way.
Heck
Based in Yorkshire, Heck has grown in a relatively short space of time to become of one of the biggest names in the sausage and meat section in your local supermarket.
Its online video presence is key to achieving this. Heck uses a variety of video content to showcase its brand online, varying with each post to remain fresh and not overly salesy. This includes product focuses and recipe dishes, followed by funny videos of their team at the warehouse, regularly tapping into online challenges and awareness days.
It is this variety in video content, optimised successfully across all relative social media platforms, that has allowed Heck to increase brand awareness and is certainly part of the reason they are slowly becoming a household name.
Myprotein
Myprotein uses its video content to connect with its target audience better than most.
Myprotein focuses video content, largely Instagram and TikTok, on engaging gym-goers and fitness junkies. This takes multiple forms, including gym challenges, pre-workout and ‘bulking’ recipe suggestions, as well as tapping into memes and trends that relate to gym activity.
More recently, Myprotein has found success with sporting partnerships. Working with the likes of former UFC Middleweight champion Israel Adesanya. My protein has leaned on big names in the sporting world to announce new product developments, as well as tapping into key sporting events that Myprotein’s followers are likely to be engaged with. By utilising sports partnerships as well as trending memes and challenges, the protein brand has generated a strong, ‘unwritten’ partnership with its army of followers, who regularly send their own content to the page in the hope of being reshared.
At Prohibition, we work with a range of brands across all sectors, B2B & B2C, to create compelling videos that help to achieve a business goals and objectives. Get in touch today to find out how we could help you.
For more interesting articles from us check out these posts:
- Recent PR campaigns that have successfully implemented video content
- How to achieve higher engagement on your Facebook videos
- The best brand campaigns of 2023 (so far)
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