Restaurant Branding Digital Media

Using Photography and Short-Format Videos to Promote Food and Beverage Products

Advertising by its nature is a visual medium, but with the proliferation of social media, the impact of photo and video really can’t be underestimated. As early as 2018, an estimated 84% of communication was visual, and it’s no surprise that video content generates the highest engagement of all online advertising. Video also has enormous persuasion power. In fact, 84% of customers say a brand’s video convinced them to buy a product or service. And it’s reported that people share videos twice as much as any other form of content. 

So for brands with highly visual products, like beverages, it only makes sense to use these mediums to their full potential. Here are a few tips for how drink brands can tap into the unique opportunities that exist within the beverage marketing space and how to boost engagement using photography and short videos. 

Embrace the Platform 

When thinking of beverage product video ideas, don’t be afraid to fully take advantage of the social media platform that the content will be posted on. Videos should be entertaining and, by and large, fun. Utilize music and even humor if it’s right for your brand. Keep things short—more than half of videos created by businesses that are less than 90 seconds are watched to completion. And don’t worry about needing expensive equipment or an expert editor. The camera on your smartphone should be able to shoot high-quality video and you can utilize the robust editing tools native to the platform or those offered by third-party apps.

Test Recipe Videos

Recipe videos have been only growing in popularity, and TikTok is helping to fuel that trend. When trying to decide on the content for your beverage product videos for marketing your brand, consider what your spin on recipe videos could be. It might a recipe that uses your beverage, a snack to enjoy with your beverage or a fun combination of the two. Either way, keep in mind that most viral recipes are five ingredients or less, and it’s been reported that 80% of top videos are 20 seconds or less.

Utilize Influencers

If you’re struggling to come up with beverage product marketing photo or video ideas, you might consider working with social media influencers. They’re a great way to raise brand awareness and have highly creative and high-quality content out there promoting your brand. Influencers will take care of production and editing, which can be attractive to brands that might not want to take that on themselves. Most importantly, influencers have a built-in audience to connect with your brand, allowing you to reach more new customers. 

If you’re looking to up your photography or short-form video game, but aren’t sure where to start, we welcome you to check out our work. We’re full of ideas on how to take brands to the next level with exciting content, and we’d love to chat to see how we can help you do the same.