Creating video marketing content may be more time-consuming than static imagery, but when it comes to advertising on social media, the benefits are worth it. After all, wouldn’t we all want to raise awareness, engagement, traffic, and conversions as a result?
Video content and video marketing creates faster and stronger connections between brands and their target audiences, leaving them less imaginative, better telling your story, sharing your message, and captivating users across different platforms compared to static images — if well executed.
In this guide, we ‘re going to cover our social media video marketing tips across seven major platforms:
Social Media Video Marketing Advice
Here, we share best practices and tips on how to improve your social media video marketing across seven major platforms. We’ll also discuss how to make sure will channel fits for your overall marketing strategy — and will result in a good ROAS.(return on ad spend)
Facebook and video ads for Instagram
YouTube may have the number one spot where people consume video content, but Facebook is also garnering some traction. Facebook video ads are the best way to make people remember your brand and get back to your site. Facebook is still a low-cost platform to advertise on the use of video and is effective in driving users into your funnel through prospecting campaigns and then recapturing them across their platforms and into others.
One of the most effective tactics we’ve seen for our clients is to test the objective of a campaign video view with prospective audiences. We use videos to quickly introduce new users to the brand, tell a story, tell a story to that particular audience, and encourage them to learn more about the products or services we offer. We also set up custom audiences with these types of campaigns, using the percent duration that users viewed our video.
For example, we want to re-target the viewers of that video who viewed 75 percent and/or 95 percent of that video as indicators of interest, which makes it more likely for us to encourage them to convert at a later time if they have not yet done so. If you have a clickable link associated with your campaign video viewing ads, add those landing page visitors as well as a custom retargeting audience. When users have been heavily involved with your video advertising, set up a third target group for users who have been associated with a post or ad over the last number of days.
If it comes to Instagram video ads, the biggest thing to keep in mind is that the specs are different compared to some of Facebook’s ad placements. With Instagram Stories, the maximum length is 15 seconds, unless you use carousels, which then gives you up to 120 seconds of split video time, and the feed ad placement allows up to 60 seconds of content.
If there is a lack of your video creative arsenal, don’t worry as Facebook’s free built-in Video Development Kit tool is at your fingertips. At the ad level, you can create easy but successful videos using your static images and bring them to life through the features available. With the Video Creation Kit, you can add overlay text, special effects, and other edits that will give you that subtle motion to capture users as they scroll down the feed. When you are restricted to static photos, there are a range of royalty-free stock picture websites that you can use in the interim when you are creating creatives that are more on-site and less generic.
Although most of our efforts and budget concentrate mainly on Facebook and Instagram, we also extend to Pinterest for many of our clients. We have yet to see Pinterest perform well on its own in terms of driving direct conversions, but we do find it very effective in raising awareness and website traffic when using promoted videos, particularly for Upper Funnel Prospecting Campaigns. Pinterest video ads are incredibly inexpensive compared to other social media networks, so it’s worth getting more relevant users to our funnel at a lower cost and then redirecting them to other platforms that we’ve found to be more effective in driving conversions.
With Pinterest, you can use awareness videos, video views, traffic, and conversion campaigns that focus on checkouts, sign-ups, and lead generation. If you’re new to Pinterest ads, there are two video sizes, one of which is the size of a normal pin and the other of which is considered to be max-width that stretches to twice the size and captivates more of the screen, thereby increasing user attention and interaction with your ad. If you opt for max-width, it tends to cost a little more, given the added benefit of more ad-real estate.
Like other sites, Pinterest video ads allow you to use overlapping text, so go ahead and keep it short. If you’ve spoken word on your video, add captions to the chance that your users will be watching the ad without sound, plus we don’t want to ignore anyone who might be hearing impaired. When it comes to effective video content on this platform, make your videos workable and informative. If you can show your prospective customer how to use your product or service, they will be more willing to take action and look further into what you offer.
While some of the best practices of Pinterest are applied across platforms when using video, one that is specific to their platform is to use video content that is between 6-15 seconds in your ads. Make your videos short, up-to – date, direct, relevant and actionable. If instructional steps apply, add them and even number them to show how easy it is to use your product. Finally, make it easy to understand how to use your product.
LinkedIn video ad
If your business is aimed at a professional audience, dive into LinkedIn Ads with your video content. Around this time, video advertisements are being promoted in brand recognition, website traffic, and conversion campaigns where the ultimate aim could be to generate leads and activities on your website.
LinkedIn advises that your brand visibility and website traffic, or video content analysis, concentrate on positioning yourself as a industry expert or share your mission and company story or consumer success stories through brief interviews or case studies. Use your prospecting campaigns to create curiosity and value your audiences. If you decide to test low-funnel driving conversion campaigns, they are an excellent opportunity to show a brief demonstration of your product or service, show the teasers of your webinar or upcoming event. When it comes to prospecting campaigns, test shorter videos to more easily captivate these users and, as you move them down the funnel, feel free to test longer and more comprehensive videos when needed in combination with a stronger call to action.
We’ve seen success in both prospecting and re-targeting campaigns on this platform and across platforms by catching top-level LinkedIn prospects through Facebook or Instagram re-targeting campaigns. At the end of the day, don’t forget to add captions to your LinkedIn video ads, as they are muted by default.
With a 62 percent increase in year-over-year daily video viewing on the platform, Twitter encourages video usage as well as enhances your brand messaging and makes it more memorable. Compared to other social media platforms, video advertisements on Twitter are also best served. Grab your audience’s attention by running videos that are between 6-15 seconds in duration and showing your product early. If you don’t show your product in the first 10 seconds of your video, viewers, particularly the upper enclosures, may not understand what you are selling and will continue to scroll past your ad. If you’ve spoken word on your videos, be sure to add captions here as well as a lot of videos without speech.
Twitter Video Ads
Despite a 62 percent spike in year-over-year average video sharing on the website, Twitter encourages video use as well as improves the brand marketing and makes it more unforgettable. Compared to other social media platforms, video advertisements on Twitter are also best served. Grab your audience’s attention by running videos that are between 6-15 seconds in length and revealing your product early. If you don’t show your product in the first 10 seconds of your video, viewers, particularly the upper enclosures, may not understand what you are selling and will continue to scroll past your ad. If you’ve spoken word on your videos, be sure to add captions here as well as a lot of videos without speech.
When it comes to your campaign objective offerings, use your storyboard goals and develop appropriate platform video content, but also achieve your video viewing goals, app installs, pre-roll views, website clicks, commitments, or followers. While you can certainly test warmer audiences for re-targeting using these re-engineering campaign goal apps, we’ve had Twitter serve our clients better for Upper Funnel campaigns, and then we’ve used other channels to drive re-targeting conversions.
Compared to Facebook and Instagram, Twitter offers horizontal video advertising, but square video ads appear to take up more ad real estate and perform better more often than not. Keep your copy short, direct, and concise so that your viewers can take action. Finally, clearly place your logo in the top corner of your video ad. According to Facebook, “there is a 30% rise in unaided brand recalls” when you do this!
While you may not be running ads on all of the above platforms because of your budget, audiences, and goals, if you’re testing more than one, save yourself some time and use video content that has worked well on the channels you ‘re using and test it on others.
Once you have a better understanding of how each channel and its audience engages with your video ads, consider where to shift budgets and efforts. If one channel drives higher enclosure prospects more effectively, spend more than it does to fill your enclosure and convert it through retargeting campaigns elsewhere.
If the channel is successful across the entire funnel — that’s great — continue scaling it. Video is a powerful creative medium, so make the most of it by introducing people to your brand and inviting them through a customer journey using movement. Need help with video marketing for your social media ads? Get in touch with us today.