However, cracking the code to video success on social networks can be mind-boggling: from allocating budgets to measuring results, to finding the right audience on the right platforms.
So what might be helpful for you to know before your next campaign? Here are some tips to help you win in one of the most competitive advertising landscapes.
Apply traditional planning principles. With more than 1.3 billion Facebook and 271 million Twitter users globally, social can deliver as much scale as traditional reach channels. Combined with industry-standard audience insight, this provides brands with the unique opportunity to effectively distribute their video content and connect with potential new customers. Planning your social campaigns on reach & frequency (as you would in other channels) will ensure cost-efficient delivery vs. traditional video channels.
Go native. The ultimate driver of your video advertising should be to deliver the best possible experience to your audience. The new Facebook and Twitter video solutions provide high-impact premium video experiences in native environments. As a result, advertisers that use native video formats are seeing campaign performance up to 5X better then many leading VOD channels.
Personalize content. As marketers and advertisers place more and more emphasis on how to engage with their audiences, a one-size-fits-all communication strategy is convenient, but not always effective. Instead of sending out just one video to a broad audience, experiment with bespoke messaging for specific audience groups. Test lessons provide scope for future creative and targeting strategies.
Tell a story. A brand’s narrative is not limited to 15” or 30” video spots, and social video solutions allow for improved storytelling through depth of content and lasting customer experiences. Engaging content and use of sequential messaging delivers best results.
The combination of sight, sound and motion, with the addressability, measurement, and scale of platforms like Facebook and Twitter, means social media has the potential to be the most powerful brand-building medium yet, delivering as much scale and performance as any other traditional reach channels.