Video advertising is not a new practice in the marketing tool belt. From commercials to moving billboards, most of us don’t realize how often we come in contact with video ads. A new age is emerging online, as more and more users turn to their favorite apps and sites to consume the latest video content. For today’s tech savvy marketers, it will be pivotal to look beyond sites like YouTube and focus on the entire web to keep up. I recently came across some great information that I wanted to share with you.
The rise of video
With the rise of social media sites like Instagram and the continued dominance of content platforms like YouTube, using video to advertise online has never been more popular. In fact, it’s been shown that more video content has been uploaded in the past month than the major U.S. television networks created in the previous 30 years. Video is so popular that Cisco reports 2019 will see traffic to video accounting for over 80% of all consumer internet traffic. In other words, the age of online video has officially arrived.
If you’re not already taking advantage of advertising with video online, the time to start is now. Unlike more traditional types of online advertising, like display or search, consumers actually want to interact with video ads. For instance, Hubspot found that 85% of people say they want to consume more video from brands willing to offer it to them. We decided to look into this and noticed that video advertising campaigns running from November 2018 through January 2019 saw click-through rates more than 3x higher than campaigns that included no video ads whatsoever.
The industry takes notice
With all of this in mind, it’s easy to see why marketers are beginning to take notice. In fact, 97% of all marketers reported video as helping increase user understanding of their products or services. Beyond this, a poll of marketers and agency executives showed that they are making big bets on digital video, by allocating nearly 60% of their media budget to this strategy—with half of buyers specifically increasing their social media video spend.
Strategies for success: running video campaigns
The rise in video advertising has also led to rapidly-advancing capabilities to reach your target audience using this visual strategy. In the past, marketers were forced to confine their video ads to limiting, single platforms, like YouTube or Facebook. This hurt campaign performance by hindering the potential reach these ads had. In today’s market, platforms allow marketers to serve video ads across platforms and devices, reaching users with relevant video ads, wherever they browse online.
With this increased reach have come better strategies for marketers to target key users with video ads, depending on where they are within the buying journey. For example, running ads directly through platforms like YouTube can hurt advertisers, as it only allows you to optimize campaigns based on that one site’s specific content experience. This doesn’t have to be the case. In fact, the most effective campaigns will employ a healthy mix of both retargeting and prospecting strategies that target users across the web and social media.
Strategies for success: creative best practices
Like all things in digital advertising, video has seen recent advancements that mean new creative best practices will need to be taken into account, to ensure the highest results for your 2019 campaigns. Let’s take a look at some of the most important tips and tricks to follow:
Tags: #video, #socialmedia, #marketing, #advertising, #videoproduction
Video is the best performing content type on social media - it outperforms all other post types on social platforms like Facebook, Twitter and LinkedIn. No doubt you've heard and read this over and over again, but if you're not utilizing video, you should be considering it, as it can have a significant impact on your overall digital marketing performance.
Of course, not everyone has the capacity to create standout video content, but it should still be a consideration. All the usage stats and trends point to this.
But within the broader video trend, there are now also emerging patterns of behavior worth noting which can elevate your video efforts even further. For example, the popularity of the stories format has led to change in the creation and distribution of vertical video - which, in itself, is a relevant trend. The hype around live-streaming has lessened, but it still generates high levels of engagement. These, and more, may be key shifts of note for your video strategy.
To shed some light on this, A study I found from the folks at SocialInsider recently did a deep dive research of more than 9 million video posts on Facebook, from a total of 92 thousand Facebook business Pages. Based on this massive scope, they had put together a comprehensive update on key Facebook video trends. Here are some of the highlights from the study they conducted. It should be noted that while vertical video for whatever reason is still considered the go-to format for social platforms like Facebook or it’s counter-parts, Instagram and IGTV, are starting to conceded that there are those out there who still love to shoot in landscape and that landscape allows for better framing and content. The concessions are showing by the fact that IGTV has put the landscape option in its recent app update. Still vertical is the #1 preferred format.
1. Stories and the emergence of vertical video
As noted, the rise of Stories has changed video consumption - but just how big an influence it's had may surprise you. According to the report, vertical video is now the most used video format on Facebook, which could make it a more significant consideration for marketers, based on shifting consumer habits and expectations.
Vertical videos are generating more engagement on Facebook - and engagement is key to maximizing your Facebook performance, with the News Feed algorithm rewarding posts that garner more comments, likes and shares with increased organic reach.
If you've not considered vertical videos in your content planning, it may be worth giving them another look, and incorporating Stories-type updates into your approach.
2. Vertical video engagement - by vertical
Another element of the report shows which industry segments are maximizing their use of vertical video. Its little surprise that highly visual sectors like fashion and travel top the list, but it's also interesting to note the relatively low usage in the 'Recreation and Sports' sector, which, you would think, would have a highly visual product that would lend itself to vertical presentation.
3. Video length is less relevant
The bottom line I found is this. While video length remains an important consideration, it's far less about how long your video is, and far more about the relevance and quality of your content. The study showed significant variance in engagement on super short videos (less than a minute in length) as opposed to those longer than a minute in duration. But other than that, the response rates are very similar. It showed a variance of less than 0.1 in overall engagement activity. Again, ideal video length should be determined by the content, not necessarily an overarching target. If you need to create a video that's three minutes long to share your message, then you should, while a minute-long video may cater to your audience needs just as well in some cases.
The other consideration to keep in mind here is Facebook's recent algorithm change which will reward videos that keep people engaged - "especially on videos that are at least three minutes long". If you're looking to publish regular, episodic videos, in order to build a video following, then this is another aspect to factor in, but we don't have any data on the actual reach impacts of this change as yet.
This consideration is also different in regards to video ads, as it's more of a challenge to grab people's attention with an interruptive message, but in terms of the videos you share with your Page fans, it's best to create videos as long as you need, then measure the responses of your specific fans to each.
4. Live-streams show higher levels of engagement
The last point from the study is the report is that live-streaming still sparks more audience engagement - even if, as noted earlier, some of the early streaming hype has died down. That makes sense, people can respond and interact in real time on live-streams, but it is a point that should be highlighted, especially given the potential reach benefits of increased post engagement.
If you're looking to reignite your Facebook strategy, and boost brand awareness on the platform, live-streaming should be a consideration. Not everyone is comfortable going live, not everyone feels like they have something to share, or feels confident having a conversation through a camera. But it is worth keeping in mind in your planning.
If you're looking to maximize your video efforts, or considering adding video into your content mix, it’s definitely worth taking note of these trends, and factoring them into your thinking. I myself being in the business am not completely sold on vertical format for everything video, but I can see where it has it's purpose. I tend to mix it up but prefer landscape for many of my projects. Just saying...
Taqs: #socialmedia, #video, #digitalvideo, #verticalvideoshooting, #facebook, #instagram, #igtv