As people’s viewing habits are switching from television to the Internet, it's becoming more and more necessary for businesses to maintain a presence there. One of the best ways to do this is to use social media, and one of the best ways to grab attention is a video.
It is true that as a business you still need to create advertising; however, we have moved from TV to social media, which gives you a perfect opportunity to reach exactly your audience.
You have probably noticed that recently the biggest social media platforms have shifted drastically in terms of distribution of video content.
Facebook has more minutes watched daily than YouTube, Snapchat’s daily views now amount to billions, and videos on Twitter have taken listening and one to one branding to a whole new level.
Facebook now looks like the best way to reach your fans. Their newsfeed algorithm is giving an enormous amount of weight to videos, otherwise known as “reach.” When you upload videos natively, instead of linking out, you have a much higher chance of your video being seen by your community.
Facebook is already becoming a massive competitor when it comes to video marketing and content distribution. They are sitting on an enormous amount of targetable consumer data. For example, let’s say you upload a video natively, about the best places to eat ice cream outdoors in your town. You could then spend money on a sponsored video to directly market your brand’s video to people who 1) love ice cream and 2) live in your area and 3) have kids. Automatically, you’re reaching the audience who is most interested and profitable to your business.
Facebook gives you the ability to target consumers digitally like we’ve never seen it before.
While Facebook is becoming a video marketing machine, we shouldn’t underestimate the power of other big social platforms.
Twitter Video Ads are also a serious option to consider for businesses of any size.
Though it is getting overshadowed by Facebook, the platform has a lot of opportunities for social video marketing.
According to several recent Nielsen Brand Effect Studies, people who saw video ads on Twitter were 50% more likely to be aware of that business and became 14% more favourable towards that brand.
Finally, Instagram is definitely the network you need to use at the moment if you have interesting and engaging visual content to share with your audience, and if you want to extend your community.
With Instagram advertising you also enjoy all of the advanced targeting offered by Facebook. You can target highly specific demographics, and even upload an email list to get a lookalike audience — people very similar to your existing fans, but whom you have not yet reached.
As you can see social media platforms give you a great chance to promote your brand through video.
But the big difference between advertising on the Internet and on television is that on television people are more or less forced to watch advertising, while on the Internet people have far greater capacity to block, skip or switch off.
If you want your social media videos to be watched, you should follow some rules:
Have a strategy in terms of your videos
Make the videos short
Focus on your intros and outros, these are the first seconds that are important to retain the audience
Add subtitles because most people watch it without sound (or create videos without voice over)
Make sure you have a call to action in your video
Measure and watch the data
Sponsored/branded video content created correctly and on-message can accomplish all of the brand goals: drive views, generate sales, and increase brand loyalty and trust. Moreover, viewers are more than willing to dedicate time to watching and engaging with high-quality sponsored video content.
And it’s up to you to keep delivering it or not.