The Importance of Video In Craft Beer Marketing

In the craft beer world, it is safe to say that some breweries are a little behind the curve when it comes to digital marketing. It is also safe to say that there are a lot of people in the U.S. that still do not fully understand craft beer. What better way to educate folks than with a video? It is a fast and quick way to introduce someone to a new concept.

Brewing is an artform. Showing people how brewing works through virtual tours or walkthroughs can help them better understand the craft beer world. Not only can you show them how to brew, you can show them why you brew. Why is this important? Well, it gives the viewer a more personal connection with the beer you produce, and more importantly, a better understanding of your company and the craft beer world.

Videos like this one by Red Tail Media, can really help any viewer understand craft beer.

This particular video is not about the brewers themselves, but instead about craft beer as a whole. Viewers get a sense of emotional engagement while watching it, which is exactly what you are aiming for.

I recently shot a video for Bear Republic that aims for that very same concept. When creating video for the casual viewer, you have to remember that the shorter, the better. Virtual Tours are destined to be long, because there is just so much to cover and it is hard to compress it all in a few minutes without losing some valuable information. But, stories about the brewery, about how it all started, why you brew, the crew you work with: all of these things are naturally interesting to people. And that is where you get your emotional engagement. You can view the Bear Republic video here:

On other marketing article, check out this blog about tips and tricks on how you can get real views on youtube and earn more subscribers on your channel.

You’ll notice that both of these videos were under 3 minutes. If you were to shoot your own film, aim for 2-5 minutes. Any longer and you run the risk of the viewer losing interest. A video that is 6-7 minutes or longer,  can work, but only if the content of the video dictates it. You can get the emotional engagement you want by keeping the video short. Another perk is that if it is a good video and short, it leaves your viewer wanting more. And where does that take them? To your website. Which is exactly where you want them to go. Seems like a no-brainer to me.

To see some of our video work, stop by booth 5107 at the Craft Brewers Conference next week.

I look forward to any questions and discussions in the comments!