Video advertising and marketing has formally gone viral. With the onset of TikTok through the pandemic, short-form video content material has rocket-launched into recognition with practically each app arising with some model of it: Instagram Reels, YouTube Shorts, Pinterest Idea Pins, and so forth.
As video turns into entrenched in advertising and marketing, manufacturers are feeling the strain to churn out high quality video content material. Not to say, it improves web optimization, allows simple content material repurposing, and will increase buyer engagement.
For hashish companies, particularly, video advertising and marketing comes with unease. If social media antagonizes manufacturers for photos of flower or individuals smoking, how can video be safely used?
That’s the place cannabis-specific video advertising and marketing technique is available in. Whether you’re working as a direct-to-consumer model or a business-to-business (B2B) model, video content material is a vital half of constructing belief along with your potential clients and purchasers.
We’ve rounded up the three varieties of video your hashish enterprise wants ASAP:
1. (*3*) Videos
The hashish trade is complicated. Everything from the anatomy of a vape pen to what to anticipate when visiting a dispensary is met with client uncertainty. These issues not solely differ by state however oftentimes are culturally and even internally stigmatized.
(*3*) movies are an effective way to assist destigmatize hashish by spreading reliable data. Videos with Q&As or product demonstrations can help you decrease that barrier of uncertainty by sharing precisely what clients can count on.
Moreover, academic movies are one of the very best methods to construct a robust relationship along with your clients over time. As you proceed to place out useful content material, your viewers will slowly affiliate you with all their hashish wants.
You’ll go from being the go-to supply for their inquiries to being their best choice in the marketplace after they’re prepared to buy.
Overall, academic movies are important while you’re seeking to degree up your hashish video advertising and marketing sport as a result of they naturally assist set up your model as educated and slowly, however steadily, construct the muse of the connection along with your buyer.
2. Customer Testimonials
Customer testimonials are maybe essentially the most underrated kind of video within the hashish trade. While different markets, like magnificence and skincare, thrive with buyer testimonials and have flourishing user-generated content material communities, hashish is behind.
Think of buyer testimonials as model ambassadorships or influencer partnerships, however along with your real-life, on a regular basis, loyal clients. Featuring consumer testimonials or transformations helps humanize your model and likewise takes on-the-fence or first-time clients, properly, off the fence.
The chilly arduous fact is that nobody desires to purchase your services or products. They need to purchase your consequence, your transformation. Whatever story you’ll be able to share to indicate what your actual consequence is will get individuals by the door quicker than any full-blown advertising and marketing marketing campaign ever might.
3. Behind-the-Scenes Videos
Lastly, you want BTS movies. No, not the Ok-pop group, however the intimate, sneak peek right into a day within the life of being in your workforce.
When customers on-line can put a face to your model identify – or a couple of faces – and type a real connection, they’re extra prone to really feel a way of loyalty. For occasion, a dispensary sharing the hashish journey of its budtenders could spark some viewers to say “I might like to be their good friend,” and even higher, “I’ve an identical journey; I need to purchase from them.”
Behind-the-scenes movies showcase your model with transparency and authenticity that provides your clients the sensation that they’re within the know with you.
The Time for Video is Now
If you’re a hashish model that hasn’t jumped on the video advertising and marketing prepare but, it’s not too late to begin. You don’t want a whole workforce of producers, administrators, videographers, and editors to get began.
With hashish turning into such a saturated market, video might be your key to standing out from the gang. Begin in the present day simply by choosing up your cellphone! Experiment with inventive approaches to academic movies, buyer testimonials, and behind-the-scenes content material to organically set up thought management, scale back gross sales friction, and construct model loyalty.
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Authored By:
Dan Serard
Dan has been working within the hashish trade for over 4 years. Currently, he heads enterprise improvement and strategic partnerships for Cannabis Creative Group. He is a member of the Cannabis Marketing Association, Rolling Stone Culture Council, and National Association of Cannabis Businesses. He serves as a committee member of the NCIA’s Marketing and Advertising Committee and Co-Chairs the Content and Education Committee.
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