Integrating Video Into Your Social Ad Strategy
by Christiana Minga •
As simple as the concept may seem, video use has changed the entire digital landscape. Platforms such as YouTube and Instagram have proven that users are more likely to engage with video. With so much noise in the digital space, it’s no wonder that video has also become an invaluable tool when it comes to advertising online.
Just a few weeks ago, LinkedIn became the latest platform to add native video ads to their advertising options. This got us thinking, what can we tell clients and followers that can help them better utilize video across social platforms?
Keep reading as we take a look at the reasons video has become such a vital part of any social ad strategy. We’ll also dive into insights on some of the best ways to ensure your video strategy is effective.
Related: Five Types of Video Content for Digital Marketing
Benefits of Video on Social Media
Video dominates web traffic today, and according to Cisco, it’s anticipated that video will represent 80% of web traffic within the next three years. So why has video become so popular?
Video Transcends Platforms
To put it simply, social videos are everywhere. Users are no longer engaging with social media from just their desktops and laptops. With today’s mobile technology, your videos can reach anyone, anywhere, any time. In fact, the average person spends almost two hours a day on social media (teens average nine hours!), social media accounts for about one-third of total time spent online, and about 60% of social media use is via mobile.
People Want to See Video
In a digital world with millions of people and companies competing for attention, video has proven that it has the power to engage (and its ability to capture and retain attention is unparalleled.)
Video gives you the ability to share stories, educate, and entertain. Plus, its effectiveness has been proven time and time again.
Don’t believe us? We’ll let the data speak for itself!
According to a recent survey by Wyzowl:
- Consumers watch an average of 1.5 hours of video per day
- 85% of consumers would like to see more videos from brands this year
- 95% of people have watched a video to learn more about a product/service or learn how to use it
- 72% of people would rather watch a video than read about a product or service if presented with both options
- 85% of consumers said they would consider sharing a video with friends if they enjoy it
Video Builds Awareness and Trust
Every brand needs a clear voice to be successful, and video gives you the opportunity to have just that. Sharing content that is text-only leaves interpretation up to your audience, with video, you are able to express things genuinely, in the tone that you want your audience to hear it in. If you are sharing valuable information in an honest way, it’s a great way to build audience trust and awareness.
Related: Facebook Video: Best Practices in The Age of Mobile
Video Is Influential
A well-produced video with a clear call-to-action can have a huge impact on your business. It’s truly a great way to move your audience through the sales funnel.
According to Wyzowl’s survey:
- 76% of marketers said video helped them increase sales in 2017
- 97% of marketers claimed video has helped their clientele better understand their products and/or services
- 76% of marketers saw increased traffic from video use
- 81% of consumers have bought a product or service as a result of watching a brand’s video
Of course, video content has also been shown to lead to conversions such as shares, sales, click-throughs, and lead generation.
Video Can Be Easier and More Cost-Effective Than You Think
Just a few years ago, producing a video could be an expensive and time-consuming undertaking. However, the technological advances we’ve seen in the past years have made it a tool that can be utilized no matter your budget. With cell phones able to shoot 4K videos, an abundance of simple and inexpensive video editing software, and even editing tools built into some social media, anyone can create a video that makes an impression. You don’t need a big Hollywood budget or set to create a powerful video – just the right tools and ideas.
One top of that, video on social doesn’t come with the added costs of trafficking content that you would find in a traditional medium such as TV, adding to its cost-saving benefits. You may “pay to play” when it comes to ads, but it’s nowhere near the expenses you would see for a half-decent on-air slot.
Tips for Your Video Strategy
Now that you’ve taken a look at some of the benefits of video, here are a few tips on how to produce and manage your video content.
Provide Value to Your Audience
For a video to be truly successful, it needs to provide the viewer with value. Give your audience a reason to watch and to come back, whether you are keeping them informed or entertained. Always keep your audience in mind and provide them with videos that answer questions they may have, solve their problems, or address their interests.
We also recommend including graphics or captions in every video. While most platforms have an autoplay feature, audio is not always included (plus, multiple studies suggest up to 85% of Facebook videos are played without sound!) That being said, graphics can make or break your message.
Don’t Overthink It
Our world moves fast, and attention can be hard to keep. That is why we recommend keeping your videos short, simple, and engaging, especially when they are being used as a first touch to introduce your brand. Many marketers overthink the concept or get in over their heads when it comes to production.
Related: Video Advertising on Facebook: Best Practices & Tips
Clear, simple thumbnails should also be used for your videos. There’s always a chance that your content won’t autoplay or a viewer has the feature disabled. Adding a thumbnail that catches a user’s attention while hinting what the video is about can greatly increase performance!
Keep Costs Low & Content Short
While videos can make a huge impression, it’s crucial to remember that you don’t need to allocate tons of hours or dollars to create an effective video. Sometimes a simple 60-second video with B-roll and on-screen text is all you need to resonate with your target audience and drive results.
In fact, studies have shown that short videos are preferred when it comes to social media. Here are the ideal video lengths for some of the major social media platforms, according to HubSpot:
- 1 minute for Facebook
- 30 seconds for Instagram
- 45 seconds for Twitter
- 2 minutes for YouTube
Share Regularly
Consistent video sharing is imperative if you want to stay relevant. Quick turnarounds and regular sharing has many benefits. These include keeping your brand top-of-mind, encouraging engagement and loyalty, and ranking higher in feeds.
Measure Performance
A/B testing is critical when running paid campaigns. The same rule applies when it comes to incorporating video into your social media strategy. Take note of what performs well and test different styles to see what resonates with your target audience and produces higher engagement. When you are running paid campaigns, every platform offers some kind of analytical data. Be sure you are reviewing this information regularly and tweak your content as needed to maximize your potential.
Take Advantage of Live Video
While the “live video” feature available on most social media platforms is newer to the digital space, it’s worth utilizing. Not only does it catch users’ attention by notifying them that you have a live video streaming, but it gives your audience a chance to see a different, less edited side of your business.
While live video may sound risky to some, it also can make your company seem more realistic and human, which encourages audience trust.
Stay On-Brand
While sharing regularly is a necessity for a strong social strategy, it’s essential that the content you share complements your brand and its values. That said, be sure you always think before you share. Posting videos that are controversial, inaccurate, or potentially offensive can seriously damage your brand’s image. Before you post, consider that the video may be the first interaction a potential customer or client has with your brand. Will you make a great impression? If not, you may need to rethink sharing it.
Pay Attention to Comments and Engage with Your Followers
This is a no-brainer when it comes to reputation management, but it’s worth mentioning: if people are engaging with your videos, engage back! If someone says something positive, thank them. If they bring up an issue, address it. If they have a question, be sure you have an answer. If people are being abusive or bots are leaving automated comments, delete them. It only takes a few seconds of your time but can lead to lasting loyalty from the people you interact with. They might even give you some new content ideas!
Wrapping Up
It’s undeniable that video marketing has become one of the best ways to engage your customers when it comes to your social media advertising strategies. But keep in mind that social video is a fairly new concept in the scope of things and will undoubtedly continue to evolve. It’s important to keep up with the changing climate – and we hope to help you along the way! We look forward to seeing where your video content takes you!
