Recently, there has been a growing demand for handcrafted artisan goods – food, drinks, furniture, clothing, accessories and more. Consider the growth of Etsy, an online marketplace for handmade and vintage goods. In 2020, Etsy processed $10.3 billion in gross sales, a 106.8% increase from 2019.
But the internet is fast becoming a crowded place for artisan products. So how can artisan businesses and sellers showcase their craft, reach more customers and sell more artisan goods? Make use of the power of video content. Indeed, video is a format well-suited to the unique products, passion and stories that constitute artisan brands.
In this article, you'll learn why artisan brands should invest in video content, and receive 5 video ideas for artisan sector marketing.
Check out our artisan video showreel for a glimpse at some of the films we have produced for artisan brands.
https://youtu.be/UNMByb4uI5Y
Branding makes all the difference. Done right, it can make people form a long-lasting relationship with your company. Use brand video to string together an engaging narrative around your company's ethos – focusing on your unique history, passion and values.
Through combining tone, imagery and music, video content will convey your brand personality in a memorable way. Creative, professional, warm, luxurious – whatever your brand, video is the perfect medium to communicate it.
https://www.youtube.com/watch?v=rFMWgjdm-ZY
Want an example? Check out the promotional brand film we produced for Overmantels, an artisan business that sells handcrafted mirrors. The brand film features many of the key people in the business from the designers to the craftsmen and showroom staff. As a result, the film helps establish a human connection to the Overmantels brand and their artisan products.
Video content opens up new marketing channels for your company. Indeed, video-centric platforms make up a large proportion of the most popular social networks. For instance, YouTube continues to be the second most-used social platform. Viral short-form video platform TikTok was the most downloaded app of both 2020 and 2021. Furthermore, Reels (60-second vertical videos) is the fastest-growing content format on Facebook and Instagram.
As well as bringing your artisan brand to new platforms, video content also drives traffic to your existing marketing channels. These include your website, social media profiles and email marketing. A 2022 survey by Wyzowl revealed 87% of marketers say video has helped them increase website traffic. Also, 82% of marketers say video has helped them increase dwell time.
Product videos are a great way to showcase your artisan product and its features and benefits. For one, you can use product videos on your website, on online marketplace listings and in marketing campaigns. Even more importantly, research shows product videos influence purchasing decisions. Animoto’s survey found that 93% of consumers said videos are helpful when purchasing a product. And 88% of people have been convinced to buy a product by watching a brand’s video.
https://youtu.be/NTRHrfkytyA
In 2021, Launer London asked us to produce a series of product videos to celebrate the launch of their Legacy Collection, which features 6 of their best-selling luxury handbags. We particularly wanted to draw attention to the fine details of the bags, which we achieved using a probe lens. Watch our short highlight reel above to see some of our favourite shots of their luxury products.
Lifestyle videos focus on the emotions and experiences that people have when using your product. Compared to product videos, it is much less about promoting the product's features and specifications and more about the customer. By seeing your product in context, consumers can better imagine how into will fit into and improve their lives.
An effective lifestyle video is based around questions such as:
Particularly for artisan products, there is great value in detailing the process behind your work. After all, consumers appreciate and value products crafted by love and hard work. Process videos allow you to take customers through how you make your artisan products from start to finish. What materials do you use? Who works on the products? How does your expertise and experience come in? This way, customers realise the skill, passion, attention to detail and hard work that goes into your goods.
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March 14, 2022
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