You may need to take your acting and directing skills to a CBD or cannabis brand. A HubSpot Research report found that more than half of consumers would rather see videos from brands than any other content.
There are many video marketing options for cannabis brands, from YouTube videos to Instagram Reels to other creative uses. We will discuss why video marketing is so popular and how you can incorporate it into your cannabis marketing strategy.
Video marketing is, in fact, extremely effective.
YouTube was launched in 2005 as an internet video giant. In 2006, it was one of the fastest-growing websites on the Internet with over 65,000 video uploads. Vloggers, creators and brands quickly became a major pillar of the platform. This is what arguably gave rise to the term “influencer”.
Recent pandemic-driven changes to consumer behavior, especially when it comes online content, have propelled video to forefront of marketing strategies. Short-form vertical videos are dominating the social media landscape thanks to the rise TikTok. In addition, video content that is authentic and unfiltered has become more popular.
It is important to use video marketing strategically to promote your brand and not just to keep it trendy.
Signs that it’s time to invest in video marketing
It takes time, money and energy to produce quality video content. Many brands and marketing departments are not ready to embrace video.
Many teams don’t want to be seen in front of the camera. It takes a lot of work to create consistent video content. The investment is worthwhile, especially if you think your brand could benefit from the additional help.
These are signs that it is time to invest in video marketing to promote your cannabis brand.
Your target market is not aware of your brand.
It can seem like an uphill struggle to gain brand recognition if you are a brand new in the market. For tips and tricks for cannabis marketing as a brand new, click here.
Video can help you tell the story of your cannabis brand. Your brand can choose from custom animations or real-time video. It is up to you to find the style that best represents your values and messages.
There is a lot of competition for your brand.
Even though cannabis is legalized in the US, it is still a highly saturated industry, especially in established states. Your cannabis or CBD brand will likely have to compete with many other businesses to get the attention of your target market.
You have many opportunities to stand out among the crowd with video marketing. Think of brands like Aflac and All-State. Even the most boring products or services can be made interesting by creative video campaigns.
Your marketing efforts are not reaching your target audience.
Social media is fast-paced. You are constantly in competition with other businesses and creators.
Even if your marketing efforts are more traditional, an audience that isn’t interested in your brand and your products is unlikely to buy from you. Cannabis video marketing is a great way to educate your target audience about your products and tell your story. This will allow them to develop a deeper relationship with you brand.
Although sticking to graphics, photos or text-only posts might seem easier, cannabis video marketing can give your content a significant boost in brand awareness and engagement.
Three Video Marketing Ideas to Market Your Cannabis Business
You can use video marketing across many channels in many different ways. Video marketing can bring a new dimension to your marketing strategy. It can be used in-store, on social media LIVEs screens, websites, blogs and newsletters.
You can even reuse one video across all channels in multiple ways. You can work smarter and not harder. You can:
- Transcribe a video into a blog post (or vice versa)
- For graphics on social media, take key quotes from a video.
- You can break up a video into several parts and use them as the basis of an email sequence
- Use short, catchy clips for short-form video content
- Audio for podcasts, animated posts, and so on.
- More
Educational Videos
Video content that demonstrates your products and their workings is a great way to build trust between your brand’s target audience and you. You can create educational videos about cannabis using tutorials, product demonstrations and explainer videos.
You can re-create any educational content you publish on your blog, social media or website as a video. You could, for example, film an instructional video about how to use cannabis and what to expect when you visit your dispensary.
To build trust with potential customers, you could also record expert interviews with industry thought leaders or employees of your company. These videos can be used to build your social media following, such as on Instagram, YouTube, and TikTok. These videos can be shared in press features or included in email campaigns.
Customer Testimonials
Your potential customers want to see that your products are high quality and will meet their needs. No matter if you are a dispensary, CBD brand or not, testimonial videos of satisfied customers will speak volumes for first-time or repeat customers.
Your team can also make fun videos of unboxing a product, which will allow you to get creative. These videos can be used online, on landing pages, in product listings or even in-store.
Behind-the-Scenes Videos
Video clips that show your brand in complete transparency can give customers an intimate connection with you brand. Your brand’s personality, mission, vision, and high-level vision can be displayed in an unfiltered setting that creates momentum in a way other marketing efforts might not be able.
An example of a behind the scenes video for a cannabis company is a tour of a dispensary/grow facility. This type of content is also great for social media, since it allows your viewers to get a better look at your business and drives engagement.
Get started with cannabis video marketing
Video marketing is a powerful tool for brands who want to establish a digital presence. You can’t miss the opportunity to use cannabis video marketing as the cannabis industry develops and brands become more sophisticated.
