High five to the American Egg Board and Shelly McKee, Ph.D., associate professor in the Department of Poultry Science at Auburn University, their new website found at functionalegg.org! This website features six videos for food formulators that highlight the functional properties of egg products, including aeration, coagulation, emulsification, foaming and crystallization control. Videos can be such an engaging and informative tool in your marketing mix, and they are often overlooked. Which is why I’m excited to see a food ingredient company utilizing them.
Here is my honest analysis of the site.
Positives:
- Great use of a mini-website to distribute a targeted message.
- The site is very clean, easy to follow and not bombarded with text.
- The video content itself is great, with great intent.
- Good production quality.
- Good use of quick links back to the main site for additional information.
Opportunities:
- Ms. McKee, the narrator of the videos, appears stiff, as if she is reading from a monitor. This could be addressed by giving her bullet points to speak from as opposed to a script to follow.
- To break up the monotony of having the camera on one person narrating, work in more demonstrations, graphics or video with voiceover, or consider adding another personality.
- Some of these videos are 8-10 minutes long. It’s hard to hold someone’s attention for that long through an online video. I’d recommend 5 minutes or less.
According to the website there are six more videos on the functionality of eggs that are coming soon! That’s exciting news and great for food technologists; hopefully, the American Egg Board will consider ways to make these videos even more engaging.