Video Advertising on Social Media
Is your company utilizing video advertising on social media? If not, it should be.
Video advertising on social media is the most effective way to capture the attention of consumers.
By: Caleb Marcy
It is no secret that in this day in age it is crucial for businesses of every kind and every size to have a strong and effective presence on social media. The content companies choose to publish on their social media channels needs to be engaging and capture the attention of the viewers in order to boost brand awareness and loyalty. Video advertising has become by far the best way to accomplish this and there is strong data to prove this. Animoto’s Consumer Insights for 2020 report collected surveys from 1,000 consumers to focus on how they are connecting with brands and the importance of social media to them as a consumer. 58% of the consumers say they always visit a company’s social media prior to their website (81% increase from 2019). 60% who made a new purchase from a brand claimed to find out about the company on social media. Additionally, video advertisements were voted the number one way the consumers found out about a company they later purchased from .According to Brandpoint, online videos will make up more than 82% of all consumer internet traffic — 15 times what it was in 2017.
Clearly, the importance and effectiveness of video advertising on social media cannot be ignored. If your company does not create video content, it is time to start. However, your company cannot just post any run-of-the-mill video and expect to see results, it must be carefully crafted and a detailed overall strategy must be put in place. In Animoto’s 2021 Video Marketing Trends report, Sally Saragood, Chief Video Officer for Animoto states “In 2020, brands that got the best ROI for their video marketing were the ones that used video consistently and across various social platforms. We’re going to see an influx of videos on social media at the start of 2021, so standing out will mean creating a strategy for continuous video creation early in the year, and setting specific goals for each month to stay on task.”
How do you make good video content? There are many, many, many, factors that can contribute to the creation of good video content. However, I will be highlighting the top two pieces of information that I feel are among the most useful things to keep in mind when creating video content for your brand. Trends are constantly changing, however, there are a few factors that always need to be in place in order to make not only good but effective video content. There are different methods depending on what your company decides to be their main social media platform with videos, but this video will focus just on the content of videos. First, you have to decide what the purpose of the video will be… have a goal that your brand hopes to accomplish with the video. According to Sprout Social, videos are able to fall into any of the five categories of the marketing funnel with ease as long as the content is intentionally developed and targeted. When creating video content always consider where it will fall into the marketing funnel as part of your planning process.
Once you have decided what the overall goal of the video will be, it is important to decide what type of video you want to make and what it will entail. According to Marketing Charts’ Top Online Video Qualities Aiding Consumers’ Decision-Making, there are multiple qualities that consumers feel make an online video the most valuable in the decision-making process. These are the top three: 48% of consumers prefer videos that reflect specific products or services they are interested in. 43% of consumers enjoy interactive videos which allow them to decide what information they will view and when. 33% of consumers prefer videos that serve an educational purpose and provide recommendations for what they could/should do next.
