Killing It With Video: Lomi’s Success with Video Marketing
Today we’re continuing our “Killing it with Video” series where we highlight companies that are making exceptional videos online. We hope this series inspires you with video strategies that can be used to successfully market your business and brand.
The companies we feature in this series are effectively using the power of video to get noticed on social media, increase their sales, and even go viral. This week we’re highlighting Lomi, the world’s first smart composter. We’ll talk about some creative ways they’re using video to spread the word about their innovative product with examples that may inspire you in your video marketing journey.
Lomi is a branch of Pela, an innovative company on a mission to create everyday products without everyday waste™. Pela was founded by Jeremy Lang and is headquartered in Kelowna, BC. The company launched Lomi in 2021 on Earth Day and raised nearly 10 million dollars in crowdfunding alone.
A powerful aspect of video as a medium is its potential to make you feel and we believe a large part of Lomi’s success online can be attributed to their ability to make you feel like you can be a part of the solution to the global issue of climate change. Owning a Lomi composter will not only solve your daily food waste issues at home but it allows you to become a part of something bigger as you reduce your carbon footprint and redirect waste from landfills.
One of the things we love about Lomi’s approach to video is that they are truly educating and inspiring users with content that makes them want to make the world a better place. Lomi is actively posting video content across all social media platforms with a customized approach to each platform. They have over 155,000 followers on Instagram, 50,000 on TikTok, and 17,000 on the Pela Earth YouTube channel.
What They Do Well
Their approach to video has grown their online presence tremendously in a short period of time, especially considering Lomi launched less than two years ago. Lomi uses a variety of media styles including narrated content, videos with text, stop motion, and even ASMR videos. They have grown an engaged community of like-minded users who are all eager to own a Lomi of their own.
Diverse and Creative: Lomi does a good job of offering viewers an original mix of videos. They go above and beyond the traditional videos that highlight product features and offer a very wide range of recipe videos, tutorials, planting tips, eco-friendly projects, and more. These are all highly practical for Lomi owners and also help inspire someone who may want to purchase a Lomi themselves.
Collaborative and Up to Date: We love to see businesses using video to collaborate with other brands and Lomi frequently features user-generated content by other creators, influencers, and even retailers. Lomi is all about a sustainable future so it’s very fitting to see them building partnerships with other innovative brands that have a similar ethos. They’ve recently partnered with HexClad cookware for a giveaway and have also done joint contests with brands like Blueland and Lettuce Grow.
Thinking Outside the Box: It’s refreshing to see Lomi try something fun and light-hearted with their “Will it Lomi?” series. The videos are somewhat of an experiment where the Lomi team puts unconventional items like liquids, fried chicken, and even minions in the compost to see how they get broken down. The series is unique, entertaining, and encourages engagement by letting viewers vote on which item will get featured next.
Example 1: Crowdfunding Campaign
Lomi had an incredibly successful crowdfunding campaign on Indiegogo which can be largely tied back to a very well-executed video. The project was backed by nearly 20,000 backers, surpassed their goal by raising over 9 million dollars, and became the most successfully crowdfunded environmental product of 2021.
ACTIONABLE TIP: When a new product is being launched on a crowdfunding site, video becomes crucial to it’s success. We understand that it can be difficult to secure funding when you’re in these beginning stages of your business but it’s so important to leave enough room in your budget for a professional video. It can really make or break your launch.
Example 2: Visual Instructions and FAQs
Using video to address frequently asked questions is a great way to enhance the user experience. Lomi does this well by featuring many instructional and troubleshooting videos on their website and YouTube channel. They’ve covered everything from setup and maintenance to what your Lomi should sound like when functioning properly.
ACTIONABLE TIP: Adding videos to your Frequently Asked Questions page is a beneficial feature for both you and your viewers. Addressing questions via video makes the user experience more enjoyable and the information can be easier to digest, especially when you are able to include visual demonstrations. When these videos are posted online and are easy to find, you can save both time and money in customer support. Answering questions in video form can also help boost SEO as video is often ranked higher in search engines.
Opportunities to Improve
One thing Lomi could do to improve the viewer experience is to ensure that all videos have subtitles or closed captions. While a lot of visual content speaks for itself, we believe it’s important to include subtitles in videos. This helps ensure the entirety of your message is received and understood by those watching without headphones or sound on. Including text also makes it possible for an entire community of deaf or hard-of-hearing viewers to better understand your video content.
Lomi doesn’t seem to be actively posting videos on Facebook as much as they used to. When you’re posting reels on Instagram, an easy way to gain some additional traffic from Facebook is to make sure your reel settings are set to allow recommendations on Facebook as well. This means that someone who doesn’t have an Instagram account may view your reels on Facebook (though they won’t be able to like or comment without an Instagram account).
About Winter Summer Media
We create premium visual content for corporate videos, interviews, announcements and events. A simplified approach to all your B2B video marketing needs.
