How To Make The Most Out Of Your Social Media Video Ads. Social media is next to none when it comes to generating leads and creating strong brand equity for your firm at the same time.
The recent years have experienced a drastic change in the manner in which social media customers want their businesses to engage them:
Video marketing is the undisputed king of social media nowadays.
In fact, 72% of customers want their business to use video rather than a text while communicating with them about an offering.
But the problem is that video marketing is not as easy as graphic or text-based marketing.
And, this issue becomes relatively more severe when it comes to social media.
Let’s have a look at the most crucial factors that you have to keep in mind while video marketing on social media.
(1) Design a landing page for your social media videos
A mistake that marketers frequently commit is to entirely trust video ads with both engagement creation as well as brand awareness.
What they fail to realize is that video ads are quite ineffective when it comes to communicating the uses of a product to the customers.
The primary purpose of creating a social media video ad is to create engagement, and they do full justice to that.
Therefore a video ad on its own would do nothing but confuse your viewers as to what exactly is your product offering.
The best way to get rid of this confusion is to have a landing page at the end of the video ad.
Your video editing software can be of great help when it comes to adding a landing page at the end of the video.
The landing page can be about anything that can be considered as a lead-conversion for your business.
For example: Subscribing to a newsletter or visiting the purchase page of a product etc.
What you need to ensure is that your landing page has a precise heading and subheading that can communicate an exact idea of what your product is offering and provide them with a strong reason to hit the CTA button.
(2) Focus on the first few seconds of the video
There is a huge difference when it comes to creating videos for your YouTube channel and your social media page.
People visit YouTube with a mentality and intention of consuming video content and, therefore barely have any reservations regarding their duration.
This mentality is absent when it comes to social media.
And due to this, social media videos have nothing but a mere few seconds to grab the viewer’s attention and make him watch the entire video.
Therefore it’s quite apparent that the first ten seconds of your social media ad would decide whether your viewer is sufficiently engaged in carrying on with your video or not.
One such technique to garner this initial engagement is to commence your video with one-liners that provide an immediate value offering to the viewer.
This can include communicating something that is of high relevance for your target consumer.
If your introductory one-liner manages to impress the viewer, then there are quite high chances of your video being watched for its entire duration.
The skippable ads that play before a particular Youtube video are a burning example of using one-liner at the beginning of a video ad.
These ads rely almost entirely on introductory one-liners to make viewers watch them throughout their entire duration and not skip them.
(3) Make your social media videos mobile-friendly
When it comes to browsing social media these days, mobile devices have absolutely dominated PC based devices.
As of now, 88% of Facebook traffic comes from mobile-based devices.
Therefore if your next social media video ad is not mobile-friendly, it’s as good as being non-existent.
When it comes to video ads, there are a few basic changes that you should make:
Firstly, always make sure that your video ad is available in a vertical format so that mobile-based viewers can expand the video and watch it on full screen without having to turn their phones horizontally.
Secondly, you should ensure that your videos are not highly graphic intensive in nature and don’t’ involve a lot of animation and multimedia:
This is keeping in mind, the low processing powers of mobile-based devices that might leave the videos buffering and the customer moving on without consuming your content.
Finally, you should also ensure that your videos are strict of a shorter duration(less than three minutes).
As mentioned earlier, social media customers inherently hold meager patience levels as they never visit social media with an intention to watch video content.
Video marketing on social media always operates on an “All or nothing” basis, i.e., either the viewer is fully engaged with your content, or he is completely disengaged.
Due to this, videos always require a more diligent approach from marketers as compared to text-based content.
You should always make sure that you have a comprehensive perception of your target consumer persona before creating any video content.