Harness The Marketing Power Of Video

I’m sure most of you have heard “Video Killed The Radio Star” by one-hit-wonder “The Buggles.” Even though the song was released in 1979 and video had yet to reach the fervor it saw in the ’80s and beyond, the message couldn’t have been more on target and on trend.


Although “The Buggles” were obviously referring to music videos in their hit song, the theory still stands. Fast forward to today. According to the Online Publishers Association, 80% of Internet users recall watching a video ad on a website they visited in the past 30 days.

With consumers’ growing interest in getting to know where their food comes from, how it’s grown, and who’s growing it, as a producer, you have an exclusive opportunity to share your story with the public. Video is by far one of the best ways to do it.
With his professional experience shooting video for the Big 10 Network, and his years on the family farm, Robert Holthouse of Holthouse Farms in Willard, OH, is well aware of the potential return on investment video has to offer you as a grower.

Getting To Know You

According to Holthouse, the No. 1 benefit of video for growers is the ability to tell a story to their customers and to forge a connection between them and the product.

Robert Holthouse
Robert Holthouse

“For us, it’s taking a bell pepper and turning it into our bell pepper,” Holthouse explains. “It gives it our spin and story about our product. So rather than just going to the store to buy a bell pepper, now people know how it’s grown, what our business ethics are, and our family story.”
As a way to better connect with his customers, Holthouse creates product-specific videos on his website and has placed QR codes on the operation’s squash labels that users can scan. Once the labels are scanned, users will be taken to the farm’s website where they can learn more about the product.

He’s also heard from customers who have expressed interest in learning more about a notoriously difficult-to-cut variety of pumpkin they produce every fall. He plans on creating a video centered around how to cut and prepare it.
“It’s things like this which allow you to have interactions with consumers you otherwise wouldn’t get to have. They’re one step removed, so people love having that connection with their produce,” Holthouse says.
He also mentions this type of “consumer-targeted” video is an ideal tool for operations that have farm or farmers’ markets or CSAs. To appeal to this particular audience, Holthouse suggests creating longer videos at the start of the year to share the mission of the CSA or market to the customers, and leave it up as the intro to your website.
Then, throughout the growing season, you can post shorter videos that update customers on what produce is available, and show production and harvesting shots to give them a behind-the-scenes view of how their food is grown.
This way, Holthouse says, the content is constantly changing and evolving, and there is a better likelihood of retaining existing customers and attracting new ones.

When To Shoot, What To Shoot, And How

When shooting video, Holthouse suggests taking the viewer through a process — rather than shooting everything in sight — to keep viewers engaged in the content.
“For example, I might do a video of plastic being laid in the field. To do that, I’m going to start with the ground fitting, then I’m going to go to beds being made, then I’m going to go to plastic being laid down, then transplanting,” he says.
“It can be tempting to go around and take them from cool shot to cool shot, but before you start shooting, think about what you want to show and the order you want to show it. That takes people through a story.”

Holthouse also recommends growers experiment using unique perspectives and angles to give their shots some added personality. For example, instead of shooting all wide shots of a field, packing line, etc., Holthouse will start wide to set up the scene, then zoom in closer to the item or the process for a closer look.
“Think about it as if the camera was the plant or was in the soil. For example, I’ll run a GoPro through the packing line, and then I’ll pack it into the box, so it looks like it’s from the perspective of a pepper,” Holthouse explains. “Getting into medium shots or super-tight shots can make something a lot more visually interesting. So focus on the interior of a picking bucket as somebody is filling it up, and then pull back with the second shot and focus on the person who’s filling it.”

Push It Through Social Media

Holthouse says his website, Twitter, and Facebook are the primary platforms he uses to share his videos. Typically, he’ll upload the video to YouTube and then post it to both social media accounts to make sure its reaches the widest audience. The videos are available to his webpage visitors through a live feed from both accounts on the front page.
“If you post a cool video, you can get people to re-tweet it, or share it on their Facebook wall. Now all of a sudden, you’ve got their 500 friends who have access to something they wouldn’t have otherwise seen, and now your name is potentially in that many more people’s heads,” Holthouse says.
As a final word to growers, no matter what platform you’re using to post and share your videos, above all else, Holthouse says the video needs to capture the human experience.
“It’s very important to me when I do something, to capture the personal aspects and the personal practices and philosophies of the people that are doing it. That’s what the consumers really like to hear. They want to know that you care about your ground — and most farmers do.”

Topics: , , , ,

Leave a Reply

Citrus Stories
If Palmer amaranth is present in your field, do not remove the weed plants. Instead, destroy the weeds by burying or burning near the infested field.
Photo credit: Dwight Lingenfelter, Penn State University
Citrus
September 20, 2016
EPA Says Glyphosate Not Likely To Cause Cancer
Paper says herbicide not carcinogenic at doses relevant for human health risk assessment. Read More
illustration showing data taken and recorded on new citrus varieties
Varieties & Rootstocks
September 20, 2016
Is Citrus Ready To Break Out Of The Bubble?
Opportunity for enhanced data collection process at variety display days could give breeding and research teams a leg up in vetting sensible selections. Read More
cash money in hand
Business Planning
September 19, 2016
American Agricultural Exports Could Feel Sting From Strong Dollar
Despite headwinds, the U.S. remains the most stable economy in the world. Read More
NASA's global temperature heat map for 2015
Citrus
September 17, 2016
August Was The Hottest In 136 Years
The extended heat wave continues a streak of 11 consecutive months of record-setting temperatures. Read More
(Photo credit: Wikimedia Commons)
Citrus
September 15, 2016
What The Bayer-Monsanto Merger Means Thus Far
The deal, subject to regulatory approval, would create the world’s largest agriculture company. Read More
hand holding sliced citrus
Citrus
September 15, 2016
Support Strong For Emergency Citrus Legislation
Proposed bill that would increase fruit production figures through tax code tweaks passes first test in U.S. House Ways and Means Committee approval. Read More
Split view of Monsanto and Bayer company signage
Citrus
September 14, 2016
Bayer Acquires Monsanto After Months Of Negotiations
Mega-Merger sealed with $66 billion all-cash transaction. Read More
The Latest
Citrus
September 22, 2016
Senate Committee Report Says WOTUS Refor…
A report issued from the Senate Environment and Public Works (EPW) Committee says federal agencies overreach their authority to regulate Read More
Citrus
September 22, 2016
Citrus Tax Incentive A Big Step Closer T…
U.S. House vote ends in landslide of support for emergency legislation, which allows growers to immediately expense the cost of planting new trees. Read More
Citrus
September 20, 2016
Preventative Control Rules Now In Effect…
Facilities employing 500 or more people must meet new standards. Read More
Citrus
September 20, 2016
EPA Says Glyphosate Not Likely To Cause …
Paper says herbicide not carcinogenic at doses relevant for human health risk assessment. Read More
Business Planning
September 19, 2016
American Agricultural Exports Could Feel…
Despite headwinds, the U.S. remains the most stable economy in the world. Read More
Citrus
September 17, 2016
August Was The Hottest In 136 Years
The extended heat wave continues a streak of 11 consecutive months of record-setting temperatures. Read More
Citrus
September 15, 2016
What The Bayer-Monsanto Merger Means Thu…
The deal, subject to regulatory approval, would create the world’s largest agriculture company. Read More
Citrus
September 15, 2016
Support Strong For Emergency Citrus Legi…
Proposed bill that would increase fruit production figures through tax code tweaks passes first test in U.S. House Ways and Means Committee approval. Read More
Citrus
September 14, 2016
Bayer Acquires Monsanto After Months Of …
Mega-Merger sealed with $66 billion all-cash transaction. Read More
Citrus
September 13, 2016
Can CRISPR Carry Agriculture Innovation …
Game-changing technology allows targeted gene modification to fight diseases like citrus greening. Read More
Citrus
September 12, 2016
Historic Farmworker Overtime Law Approve…
California legislation, the first of its kind in the nation, is reviled by grower groups who say it will actually do economic harm to farmworkers. Read More
Citrus
September 12, 2016
FDA Allocates $21.8M To Help States Comp…
Funding has been awarded to assist 42 states with implementing the Food Safety Modernization Act. Read More
Citrus
September 9, 2016
Are You Feeling Befuddled By Fickle Fore…
In any situation, proactivity pays. We can wait for the sky to fall, or we can sing in the rain. Read More
Citrus
September 8, 2016
Bayer Ups Monsanto Offer
German company increases offer by 2% for world’s largest seeds company. Read More
Citrus
September 7, 2016
Getting To The Root Of Improved Fruit An…
Taking a holistic approach to soil health is a key to increasing plant vigor and yields. High yields begin with Read More
Citrus
September 7, 2016
Hermine Rains Down On Already-Soaked Sun…
Storm delivers extra dose of precipitation during one of the state’s wettest spells on record. Read More
Citrus
September 5, 2016
New Product Helps Improve Quality Of Irr…
Regulator 3.0 Concentrate is said to contain high amounts of energy and oxygen which helps produce more sugar in treated plants. Read More
Citrus
September 3, 2016
Farm Profitability Expected To Dip For T…
Net farm income could hit lowest figure since 2009. Read More
[gravityform id="62" title="false" description="false"]