Why should you be using more video content in your agribusiness’s social media strategy? The short answer, because it is by far the most engaging medium!
Video content gets shared 1200% more than text and image content combined. What’s more, viewers retain 95% of information shared in a video, compared to only 10% from text. In short, video leaves a stronger and longer lasting impression.
So, with video’s massive opportunities, how can you harness it to generate leads in your agribusiness?
Video is broad, so let’s start by unpacking what video formats are most successful. There are some general blanket rules guidelines that apply to almost all social media platforms.
Firstly, length. There’s a lot of content floating about and asking for attention on these networks, so you want your videos to be short and punchy. The sweet spot for Facebook is between 16 and 20 seconds. If your content is complex, make it more easily digestible by breaking it down into bite sized chunks.
People have short attention spans, their attention diverting after only eight seconds, so make sure your content is compelling from the get go. A strong hook captivating visual will set you in good stead.
Lastly, if your video contains speech, make sure you include subtitles! Most videos start without sound, so subtitles cut through with your message.
Now, what kind of footage should you be putting out there?
It’s easy to get overwhelmed by video and feel that you need a videographer to execute it. And of course there is a place for highly produced branded video content… but there is also a place for low cost, authentic content… and you are 100% capable of pulling that together and delivering something of substance.
Appearing genuine on social media is extremely important. Content needs to capture your essence in order to build connections with your audience. And no one is better positioned to capture authentic content than you or your people in on the ground!
It doesn’t have to be a mammoth of a task either. We recommend having a video content strategy but also being open to timely opportunities for capturing content as they arise.
In fact we encourage client we work with to be opportunistic about it, capturing footage as they go about their day, giving their audience a window into your day to day operations.
We work with several agribusinesses to help word up and train their team to grab the moments for social. They then know what content to feed into us (we use WhatsApp) to generate the best response from their agri-rural audience.
For example, a scan of the work site before getting started to show you’re up and away, a video grab from a customer commenting on the finished job, a 15 second before and after video or a time lapse video – as all winners that can be captured by practically any one in your team, on-site.
Pro tip: When you start to leverage text content in video you put fuel behind your content.
If you are writing a blog series consider how this can also be leveraged as video to grow your audience and generate inquiry.
And with some inexpensive and specialised equipment, such as a Røde Video Mic Me, and LED Lamp, and a Black Eye Lens FIlming Handle and Tripod, you can easily create polished and professional looking video.
Obviously, there needs to be some editing. We’re not talking about a glossy Hollywood edit, but you want to make sure your audio is clear, there’s a logical flow to it, and the format fits the social channel.
If you’re not feeling confident about editing on your own footage (or you simply do not have the internal resources or time), Wright Social can help you.
We know that “on the ground” content is far more authentic and far more powerful but requires a review and polish, to keep it quality and on-brand.
And we know how to help you and the team on the ground bring it to life.
We can edit your footage and curate it for your social media purposes. It’s far cheaper than hiring a production team, and in many cases will better resonate with the agri-rural market.
And if you’re keen to take your video content to the next level under a content editing and campaign partnership, we can create targeted video paid ad campaigns. This means getting your video in front of a defined demographic and retargeting them with content such as case studies, to then lead them to a call to action, such as get a quote or leave your details. This gives the sales team a name and number to call.
If you’re unsure about how best to leverage video in paid campaigns to generate leads for your agribusiness talk to us. Wright Social help you.
Not only do we specialise in the ag sector, we generate anywhere between 8-15 leads per month using video strategy for ag clients selling solutions between 8-15k and 500k plus.
To find out more, book a 1:1 free strategy call with Heidi Wright here: https://wrightsocial.biz/grow-your-business
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