In marketing, content is king and increasing Instagram engagement is a must. Over time equine brands are steering more towards brand story telling approaches and effective uses of product placement. Combine all of this into one and it’s no surprise Instagram is pivoting its traditional approach from static image content and moving towards video content.
What does this mean?
Equestrian brands and content creators need to move more towards a story telling approach when building their content and not rely on static images to convey the product attributes to your target demographic. If your equine business isn’t on Instagram check out how to get started
Content also needs to be engaging. There is nothing engaging about popping your product on the table, taking a snap and then writing three paragraphs on why it is the best. The world of video in equine digital marketing is expanding which means equestrian brands need to get behind it and get their story out there.
Not sure on how to build the best video content?
Here’s three ways to get started:
1/ Work with a content creator or influencer
Within every industry is people who are championing the leading ways to get product out to the awaiting audience. If you’re not confident about getting your face in front of the camera, reach out to equestrian influencers and content creators you are aware of. Most of them are happy to help provide content in exchange for product, some of them may charge small fees.
2/ Start with stories
With everything that is new, start small and work your way up. Starting with a couple of quick 10 second story’s can help you to get more comfortable in front of the camera. Write a script and practice it a few times editing and ad lib as you go. Remember, social media loves faces and building an identity with your equine brand. This content is more engaging than standing and reading from cue cards. Be yourself and be authentic and true to the brand personality you want your audience to associate with.
3/ Get active with your target market
There’s more than just creators out there who love something and want to share it with their friends. Encouraging your target demographic to engage with your product via video provides you content and builds your audience. It also changes the face of the company regularly which can increase consumer confidence and trust with the product.
Taking up paid sponsorship opportunities will also help build your audience. Another part of Instagram’s changes is putting content in front of people from brands they may not follow yet. If you haven’t tried a paid advertising campaign it’s definitely time to get started.
Despina has over 20 years experience working with leading Equestrian Businesses throughout Australasia. As Show Pony Creative’s director she is an award winning Multimedia Designer who has a Bachelor Degree in Multimedia Systems Majoring in Applications.