4 essential elements of a food video brief that most brands are missing
We recently caught up with Event Supporters Orama about their work in food filming and asked them to share their top 4 food brief elements essential for effective filming.
“We put a lot of effort into our videos, yet hardly anyone watches them organically.”
Is the message we commonly hear from food brand or restaurants.
Yet contrastingly, food videos are booming and the gastronomic industry’s investment online via film, is ever increasing.
In fact they could well be the most shareable web content in 2016. Tubular Labs a video technology company ranks the most popular video creators across social media platforms. Food video creators invariably rank high with Buzzfeed Food or Tasty often competing for the top spot.
Most brands may never reach billions like Buzzfeed or top vloggers but by incorporating the 4 elements below into your next brief you can guarantee your content will enjoy more engagement.
Searching for popular topics, keywords and trends are essential.
Our analysis of data from over 600 fine dining videos has shown that ‘desserts’ can be twice as popular as ‘main’ dishes. Plus by incorporating more than one dish in a video - it may actually result in lost viewership.
Companies can use Google Keywords Tools or other free tools like VidIQ to check their keywords, i.e. did you know that vegan was almost twice as popular and twice less competitive than vegetarian?
2 Hero shots and visual objectives
When Orama works with online Chef networks, for which we have personally created over 200 bespoke recipe videos, there is usually no time for planning preparation and the turnover needs to be fast so we need clear visual objectives from the start.
For example filming with ‘The Great British Chefs’ and partner brands we ensured the integration of subtle yet clear and non-intrusive partner brand’s logos and products.
Here is an example of Francisco Mazzei cooking Welsh Lamb:
Similarly, for ‘The Staff Canteen’ channel, we implemented a rule of 5 shots of the final main dish, as seen in this extract from a video at three Michelin Starred restaurant, The Fat Duck:
There are also infinite ways to present a recipe.
Leading food channel ‘Sorted’ uses innovative and fun formats like the Fridgecam (yes the camera is in the fridge!)
Buzzfeed on the other hand, uses its trademark format with the camera fixed straight over the dish.
Format considerations are often made easier on social platforms like Instagram and Vine where the time limit means you have to be strict during the editing process. After a few experiments with Orama’s Vine food account “The Plate” we have adopted a standard musical format;
The brand style should comprise of key elements that will make your videos instantly recognisable. You can think of it as your own set of brand guidelines translated to videos.
The music, camera movements, colour grading etc. are all essential ingredients.
During our shooting with FMCG brand Hartley’s Jelly, the clean and colourful style was a direct interpretation of the brand guidelines and executed through the entertaining jelly videos and photography we produced;
You will find on Orama’s foodie YouTube channel “The Plate” a style that emphasizes the spectacle angle of artisans at work and the organic flow of the movement.
Jamie Oliver’s ‘FoodTube’ style is defined by his iconic set and the energetic personality types of the cooks he collaborates with.
To sum it all up
So, the next time you are planning a food video, whether it is brand focused or a vlog, try incorporating;
If you would like Orama's support do get in touch here.