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A Marketer's Lens By Danette Amstein
Danette Amstein is a managing principal for Midan Marketing - a full-service agency that solely focuses on supporting the meat industry.

How video creates the authentic storytelling today’s consumers crave

(The views and opinions expressed in this blog are strictly those of the author.)

Our brains are wired to create real connections with the help of storytelling. And telling your brand’s story is critical to future success. It is that big of a deal. (I’m so passionate about this topic that I find myself blogging about it often here on Meatingplace.) 

But storytelling is evolving. It is becoming less about the product and more about the connection, the emotions evoked, the relevance to the topics of today. A great example is this Nike ad and the inspiring way it showcases athletes. But make no mistake; it’s not only about creating “all the feels:” This ad inspired a $297 million year-on-year revenue increase1 without a single mention of the product. 

Today it is harder to own a product-differentiated competitive advantage. This is where stories make the difference. By connecting with the target customer, stories give brands value and meaning. Stories affect how we as consumers feel about things. 

Not surprisingly, video is leading the way with storytelling. With brand messaging no longer restricted to 15-, 30- or 60-second ads, videos can capture the full story, then be cut, curated and promoted via multiple platforms, all driving traffic to your website for a more complete picture of your brand.  

For the meat industry, video has the potential to make a huge impact on how we tell our story. Many of our consumers want to know how animals are raised or understand the measures used to trace products from farm to fork. Video helps us show this to those who don’t have everyday access to the environments where animals are raised and processed.

Many of you already are capitalizing on video, but too often those of us in the industry try to create the prettiest picture possible. It is time to set that mindset aside. Our consumers, especially Gen Zs, aren’t interested in polished, staged messages. They are looking for authentic stories, especially when we talk about animal welfare and sustainability. 

Here are some video stories I have seen recently that deserve attaboys for getting it right:

While they go about it in different ways, I believe each of these is making a lasting impression. 

We also must remember that storytelling can work against us. This video is an example of how the competition is saying a lot in a short amount of time to sell their plants as burgers. Both Impossible Foods and Beyond Meat have more than doubled their marketing spend in 20212 and a lot of that is focused on the digital space. Why would they double their efforts? To steal market share, as both trial and repeat purchases showed signs of slowing in the first half of this year.3

If your role includes signing off on your company’s marketing plans for next year, here are three questions to ask before you give it your stamp of approval:

  1. How are we telling our brand story?
  2. Who else will be helping us tell this story?
  3. How are we using video to tell our story? 

If you aren’t satisfied with the answers, push for changes that will ensure you tell your brand story in powerful and engaging ways that truly connect with today’s meat eaters. 

1 WARC

2 Kantar Ad Insights 

3 IRI, Integrated Fresh HH Panel All outlets Combined and Integrated Fresh POS, MULO 26-weeks ending 7/11/21

11/3/2021

 
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