One of the best ways to connect with a target audience in today’s increasingly media-saturated world is through recipe videos. These digital gems are perfect for restaurants that want to embrace multi-media production strategies and connect with customers in a personal way. The only catch? Knowing how to create one the right way.
Edison Research, a well-known market research and exit polling firm, conducted interviews with 3,021 social media users aged 12+. It discovered that nearly 50% of respondents aged 25-44 followed food brands on social media. Not surprisingly, the second most popular reason why was to learn about recipe videos:
As recipes are in such high demand by food brand followers, it makes sense to provide them as resources on your company website and social media platforms. Most restaurants have traditionally gravitated toward uploading written recipes. But forward-thinking restaurant marketers are increasingly creating digital recipe videos that not only give a list of ingredients and steps, but answer the “how-to” as well.
A great recipe video has the power to connect with customers who value visual instruction. It can help to create a relatable brand personality and bolster company image. And because it stands out from written content when posted to social media, it can significantly fuel incoming traffic.
But not every video is created equal. Let’s take a look at what it takes to earn an A+.
Case Study: Bob Evans Farms
[vimeo http://vimeo.com/80275202 w=350&h=250]
“Bob Evans Pizza Recipe” was created by On Scene Productions Video Agency, a Columbus-based digital media production agency. The agency has produced over 30 videos for Bob Evans.
This clip features Bob Evans Executive Development Chef David Eisel, who teaches viewers how to make a Sausage, Tomato, and Arugula pizza. He can empathize about the struggles of making meals from scratch and shares personal advice for how to overcome them. The result? A trusted resource for the future–and a delicious dinner.
The Appetizer: Pre-Production
Before diving headfirst into a recipe video project, it’s helpful to have an idea of what it will take. We asked Eric Leslie, President of On Scene, to describe the overall production process for a video like the one above.
To prepare for production, Eric and his team had three conference calls to develop scripts, discuss props, and compile the ingredients list. Two weeks before the shoot, a location scout was on-site to walk through production details like lighting, audio setup, product display, and key messaging.
The Main Course: Production
Representatives from both On Scene and Bob Evans were present. The On Scene production team included Eric as Director, a Director of Photography, Cinematographer, Key Grip, and a Producer. The Bob Evans production team included a Food Product Brand Manager and two Art Directors from the company’s digital agency.
The Dessert: Post-Production
After wrapping production, the video is ready to be distributed to its target audience. Of course, post-production strategy varies by client, but it’s generally a good idea to utilize multiple channels to reach as many viewers as possible.
Bob Evans circulates its recipe videos by posting to its company website, sharing on social media channels, and distributing to email list subscribers.
The performance of a recipe project should be assessed both quantitatively and qualitatively. Here are a few helpful tips to get you going:
- Content is key. The first step toward success involves choosing appropriate content. For recipe videos, be sure to discuss a dish that fits with brand image and is complicated, interesting, or popular enough to deserve the attention.
- Focus on engagement. The goal is to create content that viewers will engage with through likes, comments, and shares. After all, recipe videos should be used to better connect with your target audience.
- Strive for social capital. Try to create videos that make viewers feel in-the-know. Clips that really “wow!” your audience or offer so much utility that they just have to be shared with friends and family are the real winners.
- Use parallel promotion. Use your content to help your content. Promote a second recipe at the end of a clip (see 02:15) or feature videos in marketing campaigns for other products or events. (Bob Evans will use “Bob Evans Pizza Recipe” in an upcoming campaign for its new pre-cooked crumbled sausage.)
The Link to YOU
Now that you know the ins and outs of producing tasty recipe videos, would you tackle one yourself?
Leave us a comment below and let us know about your experiences with media production and recipe videos!