Rakaposhi Turns Words into Winning Video Ads with Pictory

Rakaposhi Organics, founded by Aly Ramzi in 2022, is an e-commerce company dedicated to offering high-quality, natural supplements sourced from Northern Pakistan. Their flagship product, Shilajit, is a rare organic supplement known for its health benefits, but unfamiliar to many potential customers.

Aly's mission was to educate the market on Shilajit’s unique benefits, quality, and origins while honoring his late mother's charitable work. However, like many first-time entrepreneurs, he faced several obstacles in marketing a niche product with limited resources.

The Challenge

Aly needed to address several key marketing challenges:

• Educating a New Market:
  Shilajit was largely unknown to Western consumers, requiring clear and compelling communication about its benefits and origins.
• Generating High-Quality Content on a Tight Budget:
  Traditional video production was cost-prohibitive for a small business like Rakaposhi Organics.
• Driving Engagement on Social Media:
  Aly needed a way to capture attention and engage potential customers on platforms like Instagram, where visual content is king.

The Solution

Aly recognized the power of video marketing early on. He discovered Pictory while searching for tools to help streamline the creation of video content. Here’s how Pictory specifically supported Rakaposhi Organics' marketing efforts:

• Ease of Use for Video Creation:
  Coming from a finance background, Aly had little experience with creative content creation. Pictory’s intuitive interface and AI capabilities allowed him to convert his long-form blog content into engaging short-form videos effortlessly. This feature was particularly useful because Aly could repurpose his most popular blog posts into videos that captured audience attention on social media.
• Enhanced Engagement Through Video:
  Video content proved to be significantly more effective in engaging Rakaposhi Organics’ target audience. Aly found that videos created with Pictory resulted in a 10x increase in engagement compared to still images on platforms like Instagram. Similarly, video ads on Facebook saw a click-through rate increase from 3.5% to 15%, a 5x improvement over still ads.
• Cost-Effective Marketing:
  By using Pictory, Aly was able to produce high-quality videos without hiring expensive consultants or agencies. This allowed him to maintain control over the creative process while significantly reducing costs. The affordability and ease of creating multiple variations of video ads and content pieces enabled him to experiment and optimize his marketing strategy continually.
• Targeted Video Content:
  Aly used Pictory to create a range of video content tailored for different marketing channels, from 90-second summary videos for social media to short-form educational videos explaining the benefits and usage of Shilajit. This diversified approach helped Rakaposhi Organics capture attention on platforms where their target audience was most active, such as Instagram and Facebook.
• Iterative Content Development:
  With Pictory, Aly could regularly analyze which blog articles and video content were performing best. By converting high-traction blog posts into videos, he maximized the reach and engagement of his content across all channels. This approach also allowed for quick adjustments and optimizations, which is crucial in digital marketing.

The Results

• 10x Increase in Engagement:
  Videos created with Pictory outperformed still posts by a significant margin, driving higher engagement and reach, particularly on Instagram.
• 5x Improvement in Ad Click-Through Rates:
  Video ads achieved much higher CTRs compared to still ads, leading to more traffic and interest in the brand.
• Growth in Site Traffic:
  Rakaposhi Organics saw a significant increase in site visitors largely attributed to their video-driven content strategy.

Conclusion

Pictory empowered Rakaposhi Organics to overcome its marketing challenges by providing an easy, affordable way to create engaging video content. By focusing on video marketing, Aly was able to educate his audience, boost product visibility, and ultimately drive sales for Shilajit, all while keeping costs in check. This targeted approach demonstrated the power of video in reaching and converting a new market.