The Potential of Video Commerce in the Food and Grocery Industry in 2024

Video content is a game-changer and we are about to reveal some amazing, tailor-made video advice for your food and grocery brand.
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When dealing with e-commerce business marketing, one thing is certain: video content is a game-changer. Crafting an engaging and captivating experience that compels visitors to return for more is more important than simply displaying your items. Grocery and food firms have found success with video commerce because it offers many advantages over more conventional forms of online engagement, such as text or images. Consequently, how can you create wildly popular food and grocery store brand videos? Prepare yourself, because we are about to reveal some amazing, tailor-made video advice for your food and grocery brand.

Why Is Video Commerce Important in 2024?

Here are some things to think about if you or your team is doubtful about the effectiveness of video commerce: In 2020, video content outpaced blog articles in terms of popularity, according to a HubSpot poll.

A dramatic change in approach and customer expectations has resulted from this discovery. Now, what exactly is happening is stated below:

More People Watch Videos Online Now Than In the Past.

Impressively, 90% of YouTube users, 51% of Facebook users, and 38% of Instagram users view videos, according to Renderforest.

In sharp contrast to more conventional media such as television commercials, online video advertising is incredibly cost-effective.

Customers Love Using Product Videos to Shop

In 2019, A Google study found that seeing product videos online had an effect on the purchase decision of almost 50% of consumers. More than half of those who took the survey have admitted to watching product demonstration videos online before heading out to a store to make a purchase. In this regard, Instagram shoppable videos and tik-tok style stories have played a big role.

Videos Are a Blessing for Search Engines

Does the increasing prominence of product video in Google's search results catch your attention? Search engines have known for a long time that users want, need, and even actively seek out videos when they use their search engines.

Your product video has the potential to substantially raise your brand's visibility in search results for targeted keywords with the correct search engine optimisation (SEO) strategies and tweaks.

They will Increase Engagement and Conversions

70% of companies in the RenderForest survey believe that product videos for marketing are an excellent tool to increase brand recognition among consumers. Using videos to increase lead generation has been successful for up to 83% of marketers.

What is The Potential of Video Commerce in the Food and Grocery Industry?

1. New Product Launch

When it comes to introducing new items to the market, video commerce is revolutionising the food and grocery industry. Businesses may showcase new product video to consumers and build excitement for what's to come through livestream events. 

An excellent illustration of this is the triumphant launch of Heinz's Tomato Blood Ketchup at a Halloween-themed Livestream event. By making an online shopping video, interested viewers may simply purchase from the website.

2. Educational Video Tutorials

Shoppable videos and video tutorials may be a great way for food and grocery stores to teach their customers how to use their products. Companies like Kroger provide helpful tutorials and demonstrations to help clients comprehend their products. Customers are pleased and fewer returns occur when they get a simple, quick product video that explains how to use the product before they buy it and how to use it once they get it.

3. Customised Support and Quick Answers

Video commerce allows retailers to humanise the digital storefront, adding a more personal touch to digital experiences. Offering customised support and answering queries becomes a breeze when you connect with clients in real-time through online shopping videos. Using the in-depth product expertise of store employees is a great way for brands to get to know their customers better and win their trust and loyalty. This more personable method enhances the customer service experience by helping them to avoid a personal shop visit.

4. Community Building and Engagement

When used as a tool for community building and engagement, video content can do wonders for the grocery and food business. Stores may even host live Q&A sessions, feature products, and even encourage customers to record and share their own product experiences instead of just selling stuff. 

By bringing people together, this engaging strategy fosters a sense of community while simultaneously inspiring love and commitment for the business. Livestream product videos for marketing hosted by brands allow consumers to connect with one another, share ideas, and maybe become advocates for the company.

5. Shoppable Ads on the Open Web

Online shopping videos on the open web allow marketers of food and grocery items to reach prospective consumers even when they don't have access to their own profiles. Those shoppable ads can have links or appealing CTAs placed strategically across a publisher network, making it easier for viewers to buy. Opening a virtual storefront on the open web may help brands get more visibility, increase sales, and draw in more people. Including products in a video ad increases the likelihood that viewers will view the ecommerce video and, perhaps, purchase the advertised goods.

Video Marketing Best Practices for Grocery and Food Brands

1. Shoppable Videos should not be too long.

In the lightning-fast world of online purchasing, where customers want experiences that are both informative and swift, making to-the-point online shopping video is vital. Customers in the food and grocery businesses tend to be rather busy, so short and amusing videos that highlight certain items or cooking methods tend to do well.

2. Narrate Important Features and Benefits of the Product

Product features can be more attractively presented in grocery and food-related video commerce. Food and grocery goods that are visually appealing can demonstrate how ingredients improve recipes, emphasise the product's freshness, and emphasise its unique selling characteristics.

3. Highlight and Utilize the Storytelling

Your gift for storytelling makes you an ideal candidate for work in the grocery store or food service sector. Storytelling in video commerce has the power to make viewers feel deeply connected to the brand, which in turn increases sales. Adding some history to the items, the makers, or the cultural importance of specific foods makes going grocery shopping more engaging.

4. Make It Mobile-Friendly

Many people use their phones to buy food and groceries on the go, therefore it's crucial that shoppable videos should be compatible with mobile devices. 

Customers may shop and peruse with ease from the convenience of their mobile devices, thanks to the shopping video’s optimised formats and lightning-fast download speeds.

5. Don't forget to add captions and subtitles

In the grocery and food industry, where text and visuals are practically one and the same, adding captions and subtitles is crucial. In this way, we can make sure that people with hearing loss or who require information that is not audible can understand the content well.

6. Make Your Video Thumbnails Look Better

Visuals play a significant role in the grocery and food industries. So, making attention-grabbing thumbnails is essential. Videos showcasing recipes, cooking tutorials, or products need to have attractive, informative thumbnails. For example, if you add the images of ingredients and a yummy cooked dish, it will attract your reader more.

7. Use user-generated content (UGC).

Since the food and grocery sector places a premium on honest reviews, encouraging user-generated content (UGC) from consumers is a natural fit. 69% of users have some form of social media accounts. 

If your consumer creates and uploads content about your product in any form, including images, videos, reviews, a testimonial, or even a podcast, it can sway consumers to buy things by demonstrating how they work in practice.

8. Check and Evaluate

Marketers in the grocery and food retail sectors can refine their video commerce approach by experimenting with various video formats, recipes, and platforms. Content may be fine-tuned to ensure it successfully resonates with the intended audience by reviewing metrics like engagement, click-through rates, and conversions.

9. Utilise Videos on Multiple Platforms

According to data, 5 billion people are using social media. Due to the diverse ways in which consumers interact with grocery stores and content connected to food, e-commerce best practices recommend a multi-channel approach. Websites, social media, email marketing, and product pages may all benefit from video content sharing to keep the company message consistent and reach a wider audience.

Final Verdict

To sum up, video shopping changes everything for food and grocery firms. It opens up a world of consumer connection, brand building, and data-driven decision-making. In an increasingly digital buying world, these firms may enhance the consumer experience by adding video commerce to make it more immersive and personalised. In short, video commerce will help them develop stronger ties with customers.

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