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Take a second to scroll by way of your social media feed. You’ll discover that in comparison with 5 or 10 years in the past, you’re seeing an increasing number of movies gaining traction.
The entrance of TikTok on the social media scene has led to an explosion in video content material that we’ve by no means seen earlier than. Coupled with the pandemic-driven modifications in client habits, the rise of video advertising and marketing is remodeling hashish manufacturers’ method to their advertising and marketing efforts — and it’s a change that’s right here to remain.
The Rise of Video Marketing
The pandemic has overwhelmingly elevated the quantity of on-line movies individuals watch. With the rise of platforms and options like TikTok, Instagram Reels, YouTube Shorts and extra, video is formally a bigger half of the advertising and marketing combine.
TikTok, particularly, has helped change the best way individuals publish on-line. From sharing psychological well being struggles, new parenthood tales, toddler meltdowns and even bread recipes, social media went from a spotlight reel to full behind-the-scenes.
We noticed this huge shift the place individuals started to share extra uncooked tales about their private life and experiences at a time once we have been all remoted from each other. As a outcome, the dramatic progress of video content material turned rooted in a single factor: authenticity.
Curated content material, just like the aesthetic Instagram feed, has turn into a factor of the previous and is now changed with vertical video, short-form video, vlog-style movies and so forth. On high of all this, dispensaries in sure elements of the nation turned “important” companies. Adult-use gross sales soared throughout the lockdowns as individuals navigated the uncertainty of all of it.
So, what does this imply for hashish manufacturers?
Three Reasons Video Is a Valuable Marketing Tool
The advantages of utilizing video in your advertising and marketing initiatives transcend responding to tendencies. Video has at all times been a worthwhile software for entrepreneurs, and listed here are three the explanation why video is a vital advertising and marketing software:
1. Improves Search Engine Optimization (search engine marketing)
One of the elements that contributes to go looking engine rating is the quantity of time a customer spends in your web page, also called the “dwell time.” Adding movies will increase the dwell time naturally and in addition comes with different advantages, resembling elevated backlinks.
Using video in your web site, YouTube and different social media platforms strengthens your on-line authority and, subsequently, improves your search engine marketing.
2. Strengthens Brand Loyalty
There’s little doubt about it: Video makes you stand out to your prospects and converse to them in a personable manner. This helps you to create an emotional reference to customers (which additionally will increase engagement).
Using video in your advertising and marketing is the distinction between a model with lots of followers however zero engagement and a model that has a loyal buyer base that comes again for extra.
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3. Increases Conversion
If you place your video on YouTube and social media in addition to in your web site, your visibility and alternative to indicate up in entrance of your prospects improve dramatically.
This routinely places your model and will increase your conversion charges in comparison with different static content material. In reality, analysis reveals that 86 % of companies are utilizing video as a advertising and marketing useful resource in 2022.
How to Get Started with Cannabis Video Marketing
Cannabis manufacturers can take their advertising and marketing to the following stage with video. From in-store expertise to on-line presence, video can add a stage of character and sensory expertise to your model. As with all techniques, video advertising and marketing takes considerate pre-planning and a centered method. Here’s find out how to get began:
1. Set Goals
Why are you hopping on the video practice? Are you utilizing it to extend followers on social media, heat up leads and achieve extra gross sales or one thing else? Set objectives in your hashish video advertising and marketing efforts so you may higher monitor your progress.
Friendly reminder: Your aim may be merely to experiment with this new kind of advertising and marketing.
2. Figure Out Your Needs
The key to utilizing video properly is to tailor your video to every platform. Whether that’s using video property in-store to amplify the expertise or sharing it on social media to interact along with your prospects, you’ll wish to determine the size, dimensions, file measurement, thumbnail and tools necessities for every video you produce.
3. Brainstorm Topics
Now, for the bread and butter. Based in your aim and your wants, brainstorm content material concepts in your prospects. Make certain you might be including worth indirectly and dealing towards your objectives with each subject. This can embrace:
• Educational movies (e.g., how-to movies, product tutorials, and so forth.)
• Customer testimonials
• Live movies, trainings and workshops (e.g., dispensary or develop facility excursions, and so forth.)
• Behind-the-scenes
• Team interviews
• Product movies
Find out which codecs give you the results you want and have interaction your prospects.
4. Experiment, Measure and Repeat
Finally, have enjoyable with it. With video turning into a much bigger participant within the advertising and marketing toolbox, experimenting with progressive deliveries is vital to establishing authority in a singular manner. Measure your outcomes and repeat your successes till you might have a well-oiled video advertising and marketing machine promoting for you within the background.
Video in 2022 and Beyond
Pandemic or not, video is a development that manufacturers can leverage to create loyalty amongst their prospects and obtain a aggressive edge over different gamers within the trade.
The greatest method to get entangled can be to leap proper in and take a look at what works in your model with out taking it too severely. Relatable, private and genuine video content material will stay related for engagement this 12 months and past, as a result of video advertising and marketing is right here to remain.
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