We’re not going to tell you what you HAVE to do with your small business (be it a brewpub, brewery, cidery, you name it), but we’ve got a pretty big recommendation. And it’s video content marketing.

No, not the video your marketing team helped put up on social media from their phones. And not the one that shows your old brand on your cans that you’re hoping no one will notice. We’re talking branded video content – eye-catching, quality videos that are differentiators for your brewery.

Your sales will directly benefit when you showcase your product for what it is – your authentic self, standing out from the crowd, giving people an immediate answer to the “why?” to your “pick us, please!” By creating a brand content video, you’re making damn sure people know:

• who you are,
• what you stand for, and
• why your product is the right choice for consumers

A great reminder on why having an external company (we’re talking professionals in video marketing services, like a video marketing agency) is useful in moments like this: having someone step in from the outside, learn about your brand from you, then find unique ways to show you off means you’ve got an external eye showing you things you might not even know about yourself!

For example, maybe you’re used to sharing with people that you’re a lager-forward brewery, but the videographers see that your staff takes the time to sit and talk with each patron about proper glassware. That shot can be so full of meaning and helps project the message that you care deeply about both your customer and your product. Moments like that are often easily found by professionals who have a knack for seeing the extraordinary in the ordinary.

Whether you’re going through a brand refresh, new location, addition to the core lineup, or just haven’t done a video showcasing your brand before, the best way to create an item you can utilize over and over again (talk about future-planning and cost savings!) is with video content.

Video Content Strategy

Did you know 90 seconds of high quality video can be utilized dozens of times for a multitude of things?

• Website splash video
• Social media clips (short form and long form)
• Taproom video promo
• Sales deck
• Staff explanation video
• Testimonials
• Product features
• …and more!

If we’re talking about the best bang for your buck, taking the time to produce a video that showcases your brand, your product, your staff, and your story means you can use it for years to come when planned out right. If you’ve got a strong digital marketing strategy for your video, it means you’ll be prepared to clip your video to the different lengths for what you will use it for in the future. For example, videos that average around 7 seconds do very well on TikTok and Instagram Reels – if you’re thinking ahead when the video is being created alongside your video content creator team (be it an agency or freelance videographer), you’ll be able to make a thoughtful video marketing strategy that your team can use to showcase things like upcoming events, new beer releases, updated can art, and so much more.

Some other smart ways to utilize marketing videos are by sharing with your sales team while they’re in digital contact with potential accounts. Sharing your brand’s focus before a meeting gives them a taste of who you are and what your brewery is all about, and that’s another  good show for authenticity. Another example is to let people know that your product is of the highest quality. Check out our example with Alfa Laval and how their products being used in real time by real brewers was the best way to present their product.

The benefits of video marketing: save your brand, one shot at a time

We hate to say it, but there’s a lot of the same old, same old when it comes to videos for content in the craft beer world. From the same tired memes being done over and over to items bordering offensive all in the name of views, there’s a …lot of bad video marketing campaigns out there. Attention spans are shorter, search engines are working overtime to push up what they deem as “best content,” and customer engagement can change drastically minute to minute. If your brand’s not keeping up, you’re unfortunately putting yourself at risk.

Ensuring that your brand stands up, stands out, and makes a splash is important in a saturated market. The best way to do this is with video (we know, we’re biased, but…just saying)! Show your team who works hard for your brand every day. Show the product that you’re so passionate about making, day in and day out. Show the space you’ve curated for your customers to enjoy. Show the can art you probably paid a pretty penny for. Show it all, and find ways to tell your story that newcomers will get excited to try and your regulars will be proud to show off on your behalf.

By involving your team in helping to create different types of videos, you’ll most likely inspire them to continue doing so in different ways for you. From snapping better photos during their shifts of new beers on tap to taking a video of a group celebrating with a toast, you’ll have their creative juices flowing because they’ll see the benefits of the first video (and maybe they’ll want to join in on making their own!)

In conclusion, videos create a story that only you can tell for your brand. By ensuring they are high quality, authentic to your story, and focused on showcasing your brand, you’re making a commitment to your business in a way you may not have thought of. It can be difficult to make a decision that’s focused on you, but we promise that the small investment in yourself will pay dividends for years to come.

 

Bryant is the Founder and Creative Director of Full Pour Media, an award-winning creative agency focused on the craft beverage industry. They work with clients both in US and abroad to plan, produce, and execute marketing and promotional strategies

They’ve partnered with organizations such as the Brewers Association and the MO Craft Brewers Guild on past marketing campaigns. Bryant has won three Emmy awards for his work and Full Pour Media has won 9 Craft Beer Marketing Awards for their work in marketing and storytelling.