Why FMCG Brands Need to Be Creating Regular Video Content

Why FMCG Brands Need to Be Creating Regular Video Content

FMCG video content is a high-impact marketing tool that helps brands attract new audiences, build consumer trust, and drive sales across digital channels. Creating regular video content is no longer optional for FMCG brands — it is a proven strategy for staying visible, relevant, and competitive in a crowded market where consumers expect to watch before they read.

FMCG video content is one of the most cost-effective ways for brands to communicate product value and reach new customers at scale. FMCG video content is not just for large budgets — effective videos can be produced at competitive prices and high volumes by agencies and production companies available today.

Why Do FMCG Brands Need Regular Video Content?

FMCG brands operate in fast-moving, competitive categories where consumer attention is scarce and purchasing decisions are made quickly. Regular video content helps brands stay top of mind, communicate product benefits clearly, and build the kind of trust that drives repeat purchase.

Effective FMCG video content follows a simple formula:

• Keep it short and sweet
• Do not say more than you need to
• Inform and/or entertain your audience
• End with a clear call to action

There have never been more agencies and production companies at brands’ fingertips than there are today. These agencies and companies can now create effective, high-quality video content at high volumes and at competitive prices, meaning FMCG brands of all sizes can adopt a consistent video strategy.

How Does Video Content Affect How Consumers Engage With FMCG Websites?

Consumer browsing behaviour has fundamentally shifted in favour of video. According to Diode Digital, 60% of site visitors will watch a video before reading any text. This means that for FMCG brands, a website without video is a missed opportunity to communicate product value before a visitor ever reads a single word of copy.

According to Animoto, 56% of consumers believe that if a company has a website, it should have video content. For FMCG brands — particularly those in health-conscious food, beverage, or household goods categories — a prospective customer is more likely to watch a product video than read a text-heavy product description. The absence of video can actively undermine perceived brand credibility.

FMCG video content is a direct signal of trustworthiness to online consumers. FMCG video content is not an optional extra — more than half of consumers expect to find it on a brand’s website.

Can Video Help FMCG Brands Reach New Audiences Beyond Their Existing Customers?

Video content is not only valuable for existing customers. FMCG brands can use video to reach entirely new audiences through platforms built around video discovery. According to Etail Insights, YouTube is now the second-largest search engine — bigger than Bing, Yahoo, Ask, and AOL combined.

High-quality video content that earns views, comments, likes, and shares becomes more visible on the platform over time, compounding reach organically. FMCG brands that invest in YouTube presence are investing in a search-driven discovery channel, not just a hosting platform.

Tasty’s YouTube channel is a clear benchmark for FMCG video success — it surpassed 4 million subscribers in under two years and regularly produces content that is shared globally across Facebook, Twitter, and beyond. According to Animoto, 4 out of 5 consumers prefer demo videos over reading instructions, making recipe and product-use formats particularly well-suited to FMCG categories.

What Is the SEO Impact of Video for FMCG Brands?

FMCG video content delivers measurable SEO benefit. According to Forrester Research, a website is 50 times more likely to appear on the first page of a search engine results page if it includes video. Video makes up over half of all internet traffic, meaning search engines actively reward websites that host relevant video content.

For FMCG brands thinking about organic search performance, video is not a separate workstream — it is a core component of an effective SEO strategy. Video content can generate more leads, earn more revenue, and attract broader audiences by improving search visibility across high-intent queries.

How Can FMCG Brands Use Video in Paid Advertising and Email Marketing?

Video extends the reach of FMCG brands across both paid advertising and owned channels. According to Animoto, 63% of consumers say companies that use video know how to reach their consumers — a strong signal that video builds positive brand perception alongside direct response results.

How to deploy FMCG video content across paid and owned channels:

1. Run Facebook video ads targeting relevant audience demographics and interest segments.
2. Use YouTube TrueView ads with radius targeting set around locations where the product is sold — referencing the specific retailer in end screens or calls to action.
3. Embed video in email newsletters to reduce unsubscribe rates and increase click-through.
4. Share video content natively across social platforms to maximise organic reach alongside paid activity.

The targeting options available on Facebook video ads and the radius targeting options on TrueView ads allow FMCG brands to build awareness specifically among localised, prospective customer bases near points of sale — a highly cost-effective approach for brands distributed through retail chains.

FMCG Video Content: Key Statistics at a Glance

Frequently Asked Questions About FMCG Video Content

What is FMCG video content?

FMCG video content is any video material produced and distributed by a fast-moving consumer goods brand to attract, inform, or convert audiences. It includes product demos, recipe videos, brand storytelling, social ads, and email-embedded clips — all designed to communicate product value quickly and memorably.

Why should FMCG brands invest in regular video content?

Regular FMCG video content builds consumer trust, improves SEO rankings, drives paid advertising performance, and keeps brands visible across the platforms where target audiences spend their time. The data is clear: consumers expect video, prefer it over text, and are more likely to trust brands that use it consistently.

How does video content improve SEO for FMCG brands?

According to Forrester Research, websites that include video are 50 times more likely to appear on the first page of search engine results. Video also contributes to longer on-site dwell time, lower bounce rates, and increased backlinks — all of which are positive SEO signals that improve overall organic visibility.

What types of video work best for FMCG brands?

The most effective formats for FMCG brands include short product demo videos, recipe or usage videos, brand story content, and localised retail-referenced ad creative. According to Animoto, 4 out of 5 consumers prefer demo videos over written instructions, making how-to and product-use formats a strong starting point for any FMCG video strategy.

How can FMCG brands use video in paid advertising?

FMCG brands can run Facebook video ads and YouTube TrueView ads to reach targeted audiences efficiently. Radius targeting on TrueView ads allows brands to serve video ads to consumers near specific retail locations, with calls to action referencing the relevant store — making video advertising highly relevant and cost-effective at a local level.