The demand for creative and engaging social media content grows almost daily, and competition is fierce.
According to Hootsuite, a social media management tool, Facebook ads in the U.S. are expected to increase in 2022 by 15.5% from 2021 numbers and reach over two billion people. The expected ad revenue numbers come in at just under $60 billion. Their ad growth has been exponential since the pandemic forced more online operations and sales.
But let's not pretend that video ads are revolutionary. Have you ever seen a commercial? Considering that the last several decades have been flooded with video ads, it's really not a stretch to accept them on social media.
With all the algorithm and privacy changes, it gets increasingly difficult to find the right audience for your content. But with video ads, the algorithm can easily see who resonates with your content based on who watches it, regardless if they fit in your targeting metrics.
The video itself will help you zero in on your ideal prospect. It connects more quickly with your audience and forms a stronger bond. Adding video to your social media marketing strategy may be just the ticket to propelling your brand above the rest.
How To Incorporate Video Ads Into Social Media Marketing
Whether you already have a dedicated social media following or if you're building one up, incorporating video into your online marketing isn't too complex.
Define Video Specific Goals
Increasing engagement, getting more leads, closing more sales, and enhancing brand awareness are all acceptable video marketing goals. Once you know what you want, outline what kind of content speaks to your target audience and will help you reach that goal.
Identify Your Audience
You need to know who your content is for and what they want to see. Develop a detailed client avatar that covers location, demographics, interests, industry, B2B or B2C, obstacles, goals, and platform preferences.
Develop a content creation schedule. Be sure to incorporate any upcoming company events, milestones, and launches. This will establish a timeline for content publishing and guide your production schedule.
How can you practically help and educate your prospects? What content will show them you understand their industry? How can you prove your credibility? How can you keep them engaged?
These questions are what should inform what kind of content you create and in what style. We'll talk more about creation below but don't be afraid to shake it up and stay on top of trends.
While advertising on the social media platform that is preferred by your target customer is a must, there is value in spreading the love on other platforms too. Facebook and Instagram are good examples of ads that can work for both, with a few subtle changes.
Other platforms like Pinterest, LinkedIn, and Twitter will require more customization of your ad content, but don't let that keep you from leveraging the varied audience demographics.
Don't Forget Story Ads!
Stories are a real-time video and photo engagement format that offers a higher level of connection. Facebook's research reports that stories also inspire viewers to take action.
As many as 58% of users said they checked out the brand's website after a story, and 31% said they paid a visit to a brick and mortar store to see it in person.
You can easily create a simple spreadsheet to help you track the engagement and conversion metrics of what you post. Keep track of data such as views, click-through rates, comments, and reach. The most successful videos are what should be replicated.
Create To Compel
Boring video ads don't convert. Low conversion rates don't pay off. In order to bypass these potential obstacles, your content has to be rock-solid. Obviously, there will be testing along the way, but you have to start somewhere!
Establish A Production Process
Here's a potential planning outline, from start to finish:
- Make a list of necessary equipment, including editing software
- Script your videos whenever relevant
- Establish a script review and editing process
- Storyboard your content
- Plan when and where to film
- Gather any necessary talent
- Check music licensing
- Establish post-production review and editing process
- Assign two people for final sign off, if possible
Video Ad Content Ideas
Your videos are a representation of your brand, your product, and hopefully, your ideal customer. Use a variety of content types and styles to test different strategies and garner more reach.
How To and Educational Ads
These practical, helpful videos should be straightforward, "no fluff" videos. Your objective is to make a difference for the viewer while simultaneously establishing your brand as an industry expert.
Traffic from these ads should be directed to either a landing page where you can collect their data for future marketing or directly to a sales funnel or purchase page.
Podcasts, in-person, casual Zoom conversations, all of these can be leveraged for video ads. Letting someone else speak on your behalf is a powerful way to establish brand credibility.
You've seen the funny, trending videos online. So has your ideal customer, even the B2B customers. Fun, engaging, and entertaining videos could be pranks, dances, parodies, lip-sync routines, or anything at all!
Spend some time scrolling, see what's out there and what is popular. Give it your own spin in your ads! This will enhance the impact of your brand voice and start to create an online community.
Behind The Scenes or "A Day In The Life" Ads
Filming behind-the-scenes videos are a fun and relatable way to showcase company culture and operations. They can be a mix of entertainment and education.
Pro Tip: Create these videos as a live stream or "stories" that can later be converted into an ad, with all the best snippets of footage.
Testimonials and Case Studies
Social proof is an incredibly important element of your video ad strategy. Show off client results, product and service reviews, referral metrics, and case studies. You want your next customer to visualize their own journey in your ad.
There's always the option to go with an obvious commercial-style video. Announce a new product launch, helpful program features, and service benefits by simply showing them off. But you can still tap into your creative side and keep them interesting!
Video Ad Best Practices
The "do's and don'ts" of creating video ads.
A boring sales pitch won't convert. With humorous brands like Poo-Pouri and The Squatty Potty showing the world that funny sells, it's okay to lighten up your ads. Of course, this is industry-dependent. If your brand is high-level and buttoned-up, that strategy won't work for you. Be consistent and use authentic brand messaging.
Ads That Stand Out
You only have a few seconds on social media to capture your target's attention. Thumbnail graphics, font style, and color choice all play a role in holding eyeballs on your ad. Be strategic! Fancy fonts that are hard to read get passed up, and loud or obnoxious colors may translate as annoying.
Always Include A Call To Action
Your video ads need to produce results. If you just tell a cool story but don't ask for action, you may not get engagement or conversion rates that are strong enough. Actions could be to comment, share, click the link, or something more abstract like "click to register."
Video Ad Length: Keep It Brief
A video ad that's several minutes long has a special place on education-focused platforms like YouTube. But that strategy isn't recommended on more social platforms like Instagram and Facebook. Keeping ad videos at thirty seconds or a max of two minutes is recommended.
Film For The Platform
Every platform has an optimal aspect ratio, filming orientation, and thumbnail or cover photo dimensions. Research your preferred platform and get those measurements from the horse's mouth.
A format that works for Instagram and Facebook Stories doesn't directly translate into feed ads. For YouTube, in-video ads should be filmed in landscape mode, while Shorts and Stories ads should be in portrait mode. Collection and slideshow ads are also formats you can choose for Meta’s platforms.
Measure Your Success
Now it's time to make sure your video ads worked! Don't take data too soon. Give the algorithm time to study and share your ads.
Depending on the goal you set at the beginning of the campaign, you will be measuring different metrics to determine success, failure, or something in between. The basic formula is to divide the results by the total touchpoints.
For example, if your goal was to increase engagement, divide the number of comments by the video's total reach. You can do the same with shares, views, and clicks or conversions. Impressions are a different form of data that is broader and less accurate, as one viewer can count as more than one impression.
Start Creating Social Media Video Ads!
It's not scary; it's necessary. Take it slow, start with only one ad on one platform and gradually increase the effectiveness of your video production process and your budget to match your campaign goals.
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