People are getting busier and attention spans are getting shorter. Videos allow brands to effectively deliver messages in a short period of time through a shareable medium. Video consumption is growing, with 85 percent of all internet users in the United States watching monthly video content on their devices. Brands need to be present in this space if they hope to reach new eyes and continue to connect with their current audience.

 The nature of the produce industry makes it perfect for video marketing. More than ever, consumers are curious about where their food comes from, how it’s grown and how it gets from farm to market. Video is the perfect medium to tell that story and answer those questions. A well-edited 60-second clip can communicate more about your brand than an about us section ever can.

 Nowadays there are many ways to distribute videos. On Instagram alone, you can post directly to the feed, on the story, to IGTV or go live. Facebook, Twitter and YouTube all have native video uploaders and also allow for live video. When deciding where to publish your video content the answer is anywhere and everywhere you can. Consumers are segmented across different platforms, therefore your best bet is to be everywhere. One thing to consider is taking the same footage and creating a few different versions of the final video tailored for each platform. Save your longer form videos for YouTube, Facebook and your website. Create shorter clips for Instagram and Twitter where you can tease the video and invite your audience to view more on your website or platform of choice.

 Here are some ways brands can integrate videos into their marketing mix.

 Go live
With more platforms integrating live video capabilities, live streaming is easier and more popular than ever. Live video is great for showcasing special events, sharing newsworthy information about your brand or giving your audience a behind the scenes look at your product or service. It’s also a great medium for interacting with your audience through live Q&As with brand representatives or influencers. Although live video favors realness and spontaneity, brands should prepare an outline or have a plan or flow in place to keep viewers engaged and ensure audience retention.

Visual story telling
No press release or about us page can showcase and speak to your brand story, products and services the way videos can. Food brings people together, represents different cultures and is tied to memories making it the perfect subject for video production. From recipes, farmer stories, taste-testings, farm tours and produce tips, the produce industry is ripe with possibilities for impactful visual story telling.

 Brands like NatureFresh are leading the path for produce companies taking advantage of video marketing. With more than 70 videos on their YouTube channel, NatureFresh features a mix of recipes, greenhouse tours and product education videos that garner thousands of views.

 At Produce for Kids, we use video to connect with our consumer audience and industry audiences. We’ve transitioned our campaign recaps from PDFs to mp4s and use videos to tell our brand story at events like Southern Exposure and the recent London Produce Show. Our consumer-facing video content garnered more than 100,000 views in the last year and has allowed us to bring our website content to life while sharing recipes and helpful tips to families looking to make healthier choices.

If video content creation isn’t already part of your marketing mix, getting started is simple. A smartphone, tripod and simple editing software are all you need to get started. If your company has the budget for it, consider hiring a local video team or look to your digital team to take up the task. There are plenty of inexpensive video production courses available online on websites like Udemy and HubSpot Academy.

Switch up social media
The social media landscape continues to change and it’s getting harder to have your content seen by your followers and new audiences. Since social video gets shared 1200 percent more than text and images combined, it’s important to include video in your marketing mix as a way of getting your content in front of new eyes.

Go past social media
Video content isn’t only useful for social. That same content can be integrated into your email marketing plan, featured on your website, used in sales presentations, and even serve as a tool for new employee training and onboarding. According to HubSpot, video in email leads to a 200 percent increase in clickthrough rates.

Besides entertainment and education, video platforms are turning into search engines for consumers. One in four shoppers have used YouTube to search for a video related to a product they’re considering in store. Consumers are spending more time watching video and in turn video content is influencing their purchasing decisions. HubSpot reports that 54 percent of consumers want to see more video content from brands they support.

Social platforms are creating and supporting the spaces for video content to be viewed and it’s up to brands to be active in that space in authentic and meaningful ways to reap the rewards.

(Grace Vilches is the marketing coordinator for Produce for Kids)