Deep Dive: Why You Can't Afford to Overlook Video Marketing
Image: Sensi Seeds
Capturing the essence of cannabis is a tall task for marketers in the cannabis industry. However, for a product that is experiential by its very nature, it's imperative that the sensory experience of cannabis products, processes, and culture are captured with as many forms of media as possible.
For many companies, text & photos are as far as this effort goes. However, video could potentially be the most important piece of the puzzle, as a recent Green Entrepreneur article highlighted.
Three points of emphasis are below.
1: Videos Make Business Sense
Video has become the predominant method of marketing, and the vast majority of consumers prefer learning about a product with video over reading an article or infographic.
This alone makes video a business no-brainer. However, video can also help SEO efforts, as video causes users to spend more time on websites, and make them more likely to convert to whatever action the video is driving towards.
2: There Are Multiple Options of Video Types
It may be intimidating to think about creating a polished, well-produced video. However, video content can be approached in several ways, some of which are incredibly accesible to create. Clips of professionals sharing their insights, customer testimonials, how-tos or FAQs, and Livestreaming are all low impact ways for companies to build their video content without sacrificing any of the vast benefits of video marketing.
3: Understanding Guidelines is Crucial
Like all cannabis marketing, sharing content on social media platforms can come with risks. It is thus important to understand each platforms specific guidelines on cannabis content, and seek to adhere to those as much as possible. For instance, YouTube is a bit more friendly to cannabis content than TikTok, but still regulates claims of health benefits and overt product consumption.
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