Video content is more time consuming than a picture, however when it comes down to effectiveness in social media advertising, you can get more benefit from videos. With video you can boost brand awareness, engagement, traffic and conversions all in one.
Creating video content will give your audience a stronger connection to your brand, if pictures can tell 1,000 words then a video far surpasses that. It will help those that have less imagination to tell your story or share your message. With the proper video content you can encapture several thousands compared to a picture if executed properly.
Today we will be giving you a guid to help you with your video content over multiple platforms so you can share your message to the masses with great results.
Social Media Marketing Tips Across Platforms
Not every platform runs under the same programming or algorithms which means that each requires a different strategy. Today we will cover how each platform works with a marketing strategy and how to raise your Return on Ad Spend (ROAS) on each platform.
Pinterest Video Ads
Pinterest is still finding its footing when it comes to video advertising. We have seen that results for direct conversions aren't the strongest, but it does have its benefits. Pinterest video advertising is very effective, for example, when it comes to brand awareness and website traffic. These make the most sense for promotion videos that are part of upper funnel prospecting campaigns. Because Pinterest is still considered new in the video advertising space it is less costly compared to other platforms. Having a lower cost for your videos to get displayed gives you an advantage for introducing your brand to new consumers to your brand as well as bringing them farther down the funnel, and remarketing to them on other platforms for an effective conversion.
Pinterest has four different types of campaigns: awareness, video views, traffic and conversions. If you want to learn more information about how to start up Pinterest video campaigns check out our blog.
Pinterest is unique in that it encourages you to overlap text in your videos. Test it out, but keep it short otherwise viewers may fail to retain your message. If you have spoken words or a voice over in your video make sure to add captions, so viewers with their sound turned off can still read what you are saying. Make sure your video has instructions. If you show customers how to use your product or service they will be more likely to take action and look more closely at what your product can provide for them.
Final thoughts on Pinterest are to keep your videos between 6-15 seconds for your ads, ensure they are on brand, relevant, straightforward, and actionable. If you have a step by step process, add numbers to showcase the steps and demonstrate how seamless your product can be. By doing this you can make it easy to understand your product.
Linkedin Video Ads
If your business is focused towards a professional audience you should test out LinkedIn Ads. LinkedIn video ads are supported for brand awareness, website traffic and conversion campaigns.
LinkedIn recommends that videos ads be used for brand awareness and website traffic. You can also focus your video content on your company's mission, brand story, or customer success stories. If you are hoping to capture people further down the funnel try creating a video demonstrating your product or services, give some teasers on a webinar or an event coming up. Try to keep your LinkedIn videos short and easy to understand. Test longer comprehensive videos as you move down the funnel test. The last thing to keep in mind is to add captions in your LinkedIn ads, because they are muted by default.
Twitter Video Ads
Twitter is a platform where videos are encouraged to be amplified to make it more memorable. Twitter has a 62% increase year over year daily video views on the platform. Your videos should be 6-15 seconds, and have your product or service shown right out the gate. You want to make sure that you grab their attention as soon as possible otherwise your audience might scroll past your video without seeing what you are trying to portray. Last be sure to have captions as many people view videos without sounds.
TikTok Video Ads
TikTok has a very young demographic with over 60% over their users under 30 years old. As of right now you can do three different types of campaigns on TickTok: website traffic, app install, or conversion. On this platform you can use square, horizontal, and vertical videos so feel free to experiment to see what works best for your content. One amazing feature TikTok has is that you can use their video creation kit and leverage their library of 300 plus choices of free background music for your videos. As of right now TikTok is the only platform that provides this feature. Leverage the tool to find the best sound to complement your video content to draw users in. With over 800 million active users it eclipses any other social media platform we talked about today so consider it for brand awareness especially since the demographic is skewed to the younger side.
You may not be running ads on these platforms due to budget, audience or goals. However, if you are, or choose to test it, try reusing video content that you have used on other platforms that has done well to start. Once you get a feel for how each channel and audience engages with your video ads take that data and shift budgets and efforts to what is most effective for your goals. Video is a creative medium so leverage it by introducing your brand on a platform that you may not have considered before.