How We Use Videos to Tell the Arizona Agriculture Story
According to digital marketing consultancy firm, DASH, on average in 2023 people are watching 17 hours of online video per week. Perhaps due to the pandemic passing, that's fallen from an average of 19 hours in 2022. Globally, people are watching around 84 minutes’ worth of videos every single day. And 96% of marketers say video is an important part of their marketing strategy, an increase of 5% from 2022.
Arizona Farm Bureau feels like it’s dipped its farm boot into the movie business, especially since 2017 when we began producing about two videos per month and sharing them on azfb.org and on our social media channels. To date, we’ve created more than 270 videos. We moved seriously into video production when social media analysts were telling marketers that videos became the number one way to view content in the social media space.
Our advocacy, communication and education (the ACEs) have realized the benefits of the effort including explaining complex issues with the ease of a modern-day video. Having covered simple to complex topics about Arizona agriculture, there isn’t a topic we haven’t tried to tackle. The average length of our videos is 90 seconds to four minutes. They’re concise, well written and it’s become a team effort.
How Important Videos Have Become
- According to the Social Shepard, videos are twice as likely to be shared than any other type of content.
- More people are watching video with closed captioning to avoid turning on the sound. Could that be people are watching during those long Zoom meetings?
- While marketers note that nearly 75% of viewers are watching short form video on their mobile (lasting no more than 60 seconds), more and more brands are creating long-form video content such as webinars and fireside chats. And viewers are watching them! In a Wistia’s benchmark report, they found that 16% of viewers stuck with a 60-minute video all the way through.
Use this Resource to Tell Your Story and the Arizona Agriculture Narrative
We upload all our videos to azfb.org and you’ll also find them all posted on our social media channels, especially the “Friends of Arizona Farm Bureau” Facebook page. Since we’ve covered so many topics a simple “search” on azfb.org will determine whether we have a video you can share with your network. For example, plug into the search window in the upper right corner of azfb.org, “sustainability,” and you’ll find a video and articles on the topic. Here are other points to help you exploit this Arizona Farm Bureau resource.
- Share the videos with friends. On our www.azfb.org/news/videos page, is our complete list of videos we’ve produced. We’ve tackled some complex issues, sharing a video is sometimes easier than trying to explain to your friend for example, pesticide use in agriculture. You have a topic we haven’t covered? Let us know and we’ll research and write a script.
- Share on your social media channels. On average, we release a video a week. If you follow us on “Friends of Arizona Farm Bureau” Facebook, share with your network to organically extend the video’s reach.
- You’ve made cameo appearances, let your network know. Family and friends love to see our wins and successes. So many of our farm and ranch leaders have become part of our videos.
- Send your friends to azfb.org/news/videos. Since we’re always releasing new videos, it might not hurt to let your network know about our video page on the web.
- Make the videos part of your presentation: Going to give a presentation about Arizona agriculture? Start by showing one of our videos. Staff often does this to set the stage for a presentation on a specific topic in agriculture.
Struggle with explaining farming to your network of friends? At a loss for words and visuals to explain a complex farm and ranch issue? Then let Arizona Farm Bureau’s videos help you.
Finally, we continue to stay committed to one of the more important tools to stay connected to the public. So, if you have an idea for a video topic, let us know. Contact us at email@example.com.