Get ready for your close-up: the future of wine marketing is video
Posted on Mon 13th Jul 2015 at 15:34
Matthew Dickinson has recently written an engaging column for Harpers magazine in which he predicts that, by 2018, all wine companies will be trying to engage with customers through videos – particularly through YouTube.His views are well founded.
The millennial generation and below have grown up in a world where making, posting and viewing videos online is the norm – and huge amounts of them search for information they can watch rather than read or listen to. One only has to look at popular vloggers like ‘Zoella’ to see the power of this medium, but to date winemakers have struggled to engage with it successfully. “Most wine companies screw up their video communications….like we do most things that require us to be friendly to consumers. But there are glimmers of light, one of them being Stephen (Cronk) and his short clip on how to open a bottle of wine with a shoe (and a wall) – 50 seconds crammed with personality, the label of his brand facing forward, 9.5 million views and counting. That’s 9.499 million more than all those expensive corporate videos showing the chateau, vineyards and the owner talking about his (yawn) soil types.” So what can we do to engage the video generation? Whether we’re suppliers, winemakers or retailers, the message is simple. Film what the customer wants, not what you think the customer needs. Short, engaging videos with personality and a story are likely to have far more success than the cinematic equivalent of a corporate brochure. Make your videos engaging, funny and useful to your audience and they’ll do the research about your brand themselves. Watch Stobi Wines latest video about our Stobi Vranec red wine and give us your feedback.