Why should marketers care more about video advertising and having a stronger video-based social media marketing plan?
The power of video marketing and video advertising has grown steadily over the years. With the introduction of new networks and platforms primarily based on video or multimedia (YouTube/TikTok/Instragram), marketers and advertisers today have a range of channels to choose from to reach their target audience where they are most active.
On the one hand, the creation, use and distribution of different types of video content have evolved over the years while allowing individuals and brands to build new advertising and marketing models through it.
A typical B2B company could, for example, greatly benefit from a strong video presence on channels such as LinkedIn/YouTube/Instragram/Facebook while incorporating video ads as part of their overall digital advertising strategy to deliver video ad content. paying through more targeted platforms/networks. An e-commerce provider that markets a range of D2C products and other services can create engagement with a video-based marketing and advertising strategy that uses networks like Facebook/YouTube/Instagram/TikTok to drive video streams and commitment.
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Digital ad spend increased by 50% since last year, indicating steady growth and interest from brands and users in video content. A Wistia Report found that over 14.6 billion minutes of video were viewed in 2021.
To add to this, it is said that social media platforms and networks like Twitter garner 2 billion video views daily, networks like instagram boast of 2 billion monthly active users.
Online customers and users are said to be more responsive to video content, a well-integrated video advertising strategy in a video marketing plan can actually help optimize overall content marketing goals while empowering marketers and advertisers to tap into audience triggers more quickly in the purchase journey. .
What does it take to create a solid, well-integrated video advertising and video marketing strategy?
Know where to sponsor video content and where to use video clips for additional aerial coverage
Today, marketers can choose to maintain and run a number of online social brand pages/profiles to drive brand engagement. Maintaining a social media content plan that includes sharing video clips of longer product videos, brand videos, customer testimonials (and other company milestones/updates) can allow marketers to maintain a presence across all channels.
Alignment with the core advertising team is crucial here. Marketers and advertisers can use their data and metrics from existing video marketing initiatives to identify which channels to focus on for a video advertising strategy. Running paid advertising across all channels the brand is active on rather than choosing a more targeted approach can allow marketers and digital advertisers to optimize the use of resources, allocate a advertising budget where it can actually drive more ROI while giving marketers enough opportunity and time. to create the right kind of video assets accordingly, which brings us to the next point: what should power your video advertising and video marketing strategy?
Understand what goes into a video ad and what goes into a cohesive video marketing plan
Your video advertising and video marketing will differ in terms of the number of video mediums used for either plan, the type of content can be duplicated to some extent but should be designed to meet a purpose.
Many marketers choose to sponsor an existing social media video post through one or more channels like LinkedIn/Facebook, the video here would usually feature a new product or new/upcoming webinar with teaser videos eg, testimonial , etc.
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For marketers to have a consistent presence in video marketing, the basic content marketing plan should involve identifying topics and themes to know what video content to create, then using existing customer data and user behavior. social media from your current follower network to decide which platform to stream. on. It will also help you decide what type of channel to choose for a sponsored video ad and what to use only for simpler, shorter videos and engagement.
For video marketing to work, shorter snippets, teaser videos, quick updates read by existing team members, creative team videos and more can be used to fuel an active video presence. via social media. These videos can be simpler and more natural if the goal is to make them a series for everyday use, which is set for a video advertising strategy will require more time for construction, editing and planning before use. .
Understand how different platform metrics work
When identifying or building a video advertising strategy or video marketing plan, it is essential to know how video metrics work. Each platform has different metrics in place to track our number of views/clicks/shares.
TrueView ads on YouTube, for example, count engagement when someone clicks on the CTA video ad, when someone watches at least 30 seconds of the video if the video ad is longer, or when someone watched a video ad for 30 seconds, if the video was shorter.
YouTube provides unique statistics such as audience watch time and demographics. Platforms such as Facebook and Instagram would count a video as viewed after approximately 3 seconds of viewing, which includes videos on Stories and in Stream.
A robust video advertising strategy that enables and complements year-long video marketing efforts can enable marketers and advertisers to maximize targeted channel revenue.
For this to work, the basic foundation remains the same:
- know which platforms to focus on,
- understand what video content to create and share,
- know where to tell the difference between video marketing content and video advertising content,
- align video ads and video marketing efforts to create more omnichannel output.
Demand for video content is growing: video marketing and video ads are here to stay
The social media photo and video sharing application Instagram was launched in 2010. It hasn’t been that long. The platform now has more than 2 billion monthly active users.
The demand for video content, the increased need for better creativity in brand messaging, the introduction of platforms that allow users to quickly create, edit and upload video content to drive engagement are all contributing to the evolution. market trends today.
As better video advertising and video marketing metrics and standards come into play, as more and more platforms refine their capabilities for hosting and delivering video content, marketers and advertisers will be able to do much more with interactive media and create different types of content – podcasts, interactive chats, and much more to run effective campaigns.
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