Undoubtedly, conventional marketing concepts are no longer as effective as before and some brands that are using digital marketing may be missing out on strategies that can accelerate growth even further.
Nowadays, people scrolling through Facebook, Instagram, TikTok, and other social media platforms are constantly targeted by posts paid for by advertisers. In addition, more and more image ads are being shown daily due to the massive increase of businesses taking their marketing efforts online.
As more businesses turn to social media platforms to market their products and services, the more challenging it has become for brands to capture (and keep) the attention of the people they are targeting.
However, there are 3 powerful reasons for brands to do video marketing on social media. Let’s explore all 3 in this article.
It can help capture attention quicker
Let’s face it, countless advertisers compete for attention online. That being said, using images as a creative won’t often no longer suffice. It is important to remember that there’s an infinite number of content out there that most just skims through images they see.
The same is not true when it comes to corporate videos, explainer videos, or any videos you’ll produce for your brand. This might not be common knowledge but videos have been known to hold people’s attention 5 times more than just stills.
In line with this, brands should work on attracting people’s attention the first split second so they would stop scrolling and pay attention to what you are putting out there. On Facebook, the average user spends only 1.3 seconds on each post that pops up on their feeds.
To capture people’s attention, highlight the most captivating elements in the first few seconds of your video. You can do this by choosing attention-grabbing video thumbnails and incorporating brand identity as early as possible.
While seemingly basic, the techniques mentioned above are something many brands often overlook. If anything, the goal should always be to offer something that truly stands out while keeping messaging and branding consistent.
It can help optimise ad spend
Nowadays, video marketing is considered by most brands as one of the most cost-effective ways to market online. Investing in video marketing is also seen as one of the strategies that will offer the most bang for your buck.
Some brands only shell out as low as one-tenth of a cent for each qualified video view. Compared to other options like commercials, advertising on social media is without doubt more practical and affordable.
It can help retarget viewers by viewing thresholds
Here’s one golden nugget for those who are doing video campaigns on social media platforms like Facebook. The platform gives advertisers the ability to retarget the exact video viewers based on the duration users watched the content.
Since this is integrated in the Facebook Ads Manager platform, it also makes it possible for brands to retarget users without the need to install cookies on a website. While seemingly trivial, this is actually a huge thing for advertisers.
Not only will it allow brands to initially show ads to those who have watched a piece of their video content, they can also repeat and show other videos to those who have watched the previous ones they’ve shared.
Soon as users have watched at least 10 seconds of the videos published, brands can then gauge if they are qualified and ready to be targeted through direct response advertising.
Once prospective clients have engaged with more than one video the brand offers, it would be safe to assume they are all warmed up, open to getting to know the brand more, and can be offered one time and limited time offers.
So there you have it—3 powerful reasons to do video marketing on social media this 2020. If you’re ready to take the plunge and need professional help, get in touch with us. We can help get your video marketing efforts on the right track!