Video is everywhere. And it may just be what your cannabis marketing strategy is missing.
With YouTube is as popular as ever, and newer social apps like TikTok taking over, video marketing is quickly becoming more versatile and far-reaching. Businesses are seeing how effective video can be, with 52% of marketing professionals stating that video is the most valuable type of content for their ROI.
But that’s not the best part!
Like I mentioned, video is very versatile. There are so many creative options! Hemp & cannabis businesses have nearly 10 different types of video content to choose from, each with the ability to make a big impression and produce a variety of benefits.
Creating a Cannabis Video Strategy
In order to use video marketing to its full potential, you need to know your goals – both short and long term. There are three main goals for almost any strategic marketing video:
Brand Awareness Videos: Make Your Cannabis Brand Known
The potential for brand awareness on the internet is staggering. Over 90% of people discover new brands or products on YouTube, so it’s time to get your brand’s name out there!
The Brand Awareness video strategy is all about getting noticed. The more brand recognition you build for your cannabusiness, the more trust you can build in the long run.
Like all marketing campaigns aimed at improving visibility, the best strategy for Brand Awareness videos is to design for mass appeal. Avoid highly-targeted content and try to catch as many eyes as possible.
1. Social Media Videos
A quick trip to any social media platform will prove how effective social videos can be.
(This includes branded content as well, as people are getting used to seeing it and are responding more favorably.)
The idea is simple enough – make a video that stops someone from scrolling, and keep their attention for a few seconds.
But be aware, it isn’t as easy as it sounds! You’ll want release video marketing content that’s consistent, high-quality, easily-digestible, and easy to share. In other words, your videos should stick to a strong social media strategy suitable for hemp & cannabis businesses.
2. Launch & Product Videos
Are you launching a new product, service, or rebrand? If so, videos are a great way of getting the word out to as many people as possible.
The best launch videos are concise, attention-grabbing, and creative. They should be able to sell viewers on the experience your product is offering.
3D animation is a great way to make your product look clean, modern, and cutting edge.
Other effective video strategies include using actors, 2D animation, artwork, music, and/or narration. Really, anything to wow the viewer.
3. Website Videos
Video offers great engagement opportunities and SEO benefits for your cannabis website. In fact, video alone drives a 157% increase in organic traffic from search engines.
How can you effectively use video content on your website? Try replacing or separating dense blocks of text. Most people will skim over big chunks of readable content, but are much more likely to watch a video from start to finish!
For targeted promotions, landing page videos are perfect for capturing attention – and increase conversions by up to 80%!
Other options for cannabis website videos include a company introduction, customer welcome, and interactive infographic.
Ask yourself how you could create a more personal and easeful experience for your user. Give users a reason to spend more time on your site. Then get creative with it!
4. Commercial & Ad Videos
If you want to go all out and/or create a bigger impression, then commercial video is the right choice for you! It’s perhaps the best way to bring as much exposure to your cannabis brand as possible, because it’s distributed on a mass scale.
A well-done commercial will make your viewer feel something, while embodying the spirit of your brand. Good methods are to use humor, emotion, or intellect to impact your audience and make your message memorable.
If your marketing campaign is taking a commercial approach, your video should be a high-quality and specialized representation of your brand. In order to create the best first impression, you definitely won’t want to cut any corners with production!
Brand Engagement Videos: Build a Loyal Cannabis Community
After capturing a customer’s attention, the next step is convincing them to stick around. Video is great for engaging in a way that inspires long-term brand loyalty.
The objective with engagement videos is to go a little deeper with your audience. Invite them behind-the-scenes where they can get to know your brand’s personality and story.
Creativity and authenticity are strongly encouraged here! So think about what makes your brand unique, and how you can invite consumers to be a part of it.
5. Video Blog
Video blogs (“vlogs”) are perfect for interacting with people on a regular basis, as well as bringing in followers.
It’s a lot like blogging, but with extra freedom. Videos are the perfect medium to discuss anything relating to your cannabusiness – give helpful tips, create lists, reveal new products, answer questions, or tell a story. Anything goes!
If you plan to use actors/speakers, keep in mind that you’ll want to pick personalities that are strong representations of your brand. And of course, use people that are comfortable in front of the camera.
Like most video content, you’ll also want to keep vlogs coming out on a consistent schedule. Consumers are more likely to continue following your brand when they know to expect regular updates.
6. Culture Videos
Employees are the best way to portray brand personality through video marketing. Your brand is full of fun, hard-working people – show them off!
Try giving an inside look at the day-to-day, a team adventure, or showcase an employee or department. Really anything to humanize your brand.
You’ll want to keep a special eye on tone. Viewers will relate best to companies that are light-hearted and genuine. So, try to keep the videos fun for your employees as well!
Another great way to use culture-driven videos is for holidays, special occasions and events.
Educational Videos: Boost your Brand’s Credibility
Education is crucial to your professional identity. And in a new industry like cannabis, it doesn’t just build your brand reputation; If done right, these videos will help establish you as a thought leader as well.
Try aiming for targeted and concise educational videos. Here’s your chance to speak directly to your customers, and give them something of value!
7. Case Studies & Testimonial Videos
Who understands the benefit of your product/service better than happy customers? Chances are, some of them have relatable stories that can help boost your credibility!
When sharing testimonials or case studies, remember to keep your customer as the focal point for the entire video. You’ll also want to make sure they feel as comfortable as possible. Cameras can easily detect nervousness.
The final video cut should briefly tell the story of your customer, what the customer’s problem was, and how your product or service solved it for them.
8. Event, Presentation & Webinar Videos
For cannabis events & other ticket-based models, there’s no better way than a video to get potential attendees excited!
As an event-based business, there are many ways you can benefit from adding video into your marketing strategy. You can create promos, produce a reel to play in your booth, or animate the visual aide for a presentation. Be sure to take video during your cannabis event, so you can create a video reel to share on social media after!
Live video is another valuable option. If your company speaks at events, or takes part in panel discussions, these are great live streaming opportunities! Real-time video tends to feel more conversational and immersive to the viewer.
You go to events to be active and seen in your industry, and effectively adding video into your event marketing will only help you achieve that goal.
9. Interview Videos
Speaking with experts and other recognizable people in the community is a great way to boost brand authority. It shows you’re having discussions that are valuable to your industry, while good questioning will prove you’re knowledgeable and informed.
Plus, video interviews are a great way to network and build B2B relationships in the cannabis industry!
10. Explainer, How-To & Product Demo Videos
Video is the easiest way to get someone to understand your product/service and how it will help them. And that’s what customers want! Nearly 64% of users buy a product online after watching a video.
How-To and Explainer videos should be simple and direct. You’ll want to solve a specific problem through show-and-tell or animation. 2D animation is perfect for making complex topics easier to understand.
Product Demos give your customer a hands-on look at how your product really works. These videos should be helpful for customers doing research before purchasing, as well as for customers who bought your product but don’t understand how to use it to its full potential.
Consumers will search for these types of videos directly, so you’ll want to be clear and concise.
Move into Cannabis Video Marketing
Video clearly has its marketing benefits, especially in the hemp & cannabis space! As you get started with video, aim to hit on awareness, engagement, and education in that order. Your cannabis brand will be able to reach a wider audience, and if done correctly, you should see incredible growth almost immediately.
For more advertising ideas, check out “7 Advertising Opportunities for any Budget”
For help with your social media strategy, check out “Social Media Marketing”
KindTyme is listed by DesignRush as one of the Top Creative Agencies of 2020!