The use of video in cannabis marketing

Consider this: if a picture is worth 1,000 words how much is a video worth?

In content marketing, video is the new gold. It’s an easy-to-digest formula that gives our eyes a break from the abundance of text on our small and large screens. It’s accessible to anyone with internet access. And people around the globe reportedly watch 1 billion hours of YouTube social video clips per day. That’s about 8.4 minutes a day per person.

Video gives a real-life picture of what’s going on, much like addictive reality TV shows but in a fraction of the time for a nearly instant “fix.” It’s also very easy to share across multiple platforms. In other words, there’s incredible reach and potentially huge return on investment (ROI) through many channels.

Mind the Restrictions and Maximize Your Video

For cannabis companies vying of a piece of a young and exciting market, leveraging video is a key part of marketing your brand. There are several ways to use video to your advantage, keeping in mind that you have to follow the rules of what you can and can’t say online for cannabis advertising.

Having that knowledge and expertise of how to optimize video within the restrictions is important to prevent losing your online presence. Facebook and its subsidiary Instagram and others take infractions seriously and shutter accounts.

Get Social to Tell Your Brand Story

There’s a focus on telling your brand story to reach customers. When you can’t showcase actual product on platforms like Facebook and Twitter, your marketing content can talk about your company culture, your people, how you got started, and your operations in a friendly and engaging way. In that framework, video is your best chance to get up close and personal with your potential customer, and it works well on social channels in particular.

Statistics on audience behavior back this up in a big way: 82% of Twitter users watch video content on Twitter, for example. Snapchatters are watching 10 billion videos every day. The interesting thing about Instagram Stories and Snapchat videos is that they’re only up for 24 hours, so that creates more of a real-time feel for casual, behind-the-scenes updates and building brand trust. Cookbook author Alison Roman, for example, developed an impromptu community—132,000 and counting—around her sensational salted chocolate chunk shortbread cookies.

In fact, many social media platforms are using more video-focused algorithms, so social video is becoming the most visible aspect of digital marketing. Some companies have also used video in their email marketing, in some cases resulting in a 96% higher click-through rate.

Leverage the Type of Video That Connects With Your Audience

Most people won’t watch more than a minute of a video, so keep your best material upfront. The video is a value-add for the consumer. People don’t want to be “sold” to, so it’s not about making a pitch. They’re doing an internet search to find the best product so they can order it online.

What makes something the “best product” is about positioning, engagement, and brand story. And video has become an essential part of that value-add. A significant 90% of customers say a video will help them make a purchasing decision.

Videos give people a close-up look at your company. There are different formats to try, like interviews to encourage conversation, or highlighting a special guest or influencer. If you are creating videos with guest experts, you can also re-purpose the audio as a podcast.

Enlisting social influencers is an advantage. They are hugely popular in the cannabis space because they can offer video reviews and demos to followers that trust and mimic them. Doing this can also help you to find out information about the product since influencers have a lot of engagement and comments. This can function like market research.

Track Your Metrics and Tweak Your Strategy

When you’re putting in the time and money to produce video, you want to see results. Including video in a website landing page has been shown to increase conversion by 80%. You want to do your own math here by monitoring audience behavior metrics on your content and tweaking your strategy. Because video is certain to bring you substantial wins for your brand.