Video Ads Are Better Than Ever On Social Platforms
- by Ben Frederick @mp_benfred, April 20, 2016
With Instagram opening up its platform with an advertising API and Pinterest offering a programmatic solution, it’s a good time to market on social media. New data
from Kinetic’s Q1 Social Trends Report highlights the areas where marketers and advertisers are spending their money on the company’s platform. Kinetic combined reporting on Facebook and Instagram because brands can now run campaigns across both platforms.
Video ads are the best product to put to use on Facebook: 50% of those who clicked on a video ad watched for at least 30 seconds, and auto-play has driven even further engagements. Those users that do click to play watch to completion more than those who view through auto-play. Kinetic recommends videos shorter than 30 seconds for advertisers based on the findings.
Video ad units are also growing quickly on Instagram’s platform, and the ads are becoming more effective as users become used to native ads on the social image-sharing platform.
The effective cost per thousand impressions (eCPM) on Facebook and Instagram combined increased by 48% year-over-year (YoY).
Kinetic notes that direct response campaigns are increasing as a percentage of the ad spend mix for their clients.
Ad spend on Pinterest continues to grow, which has lead the cost of engagement to grow as well. Advertisers are focusing on engagement campaigns on Pinterest, while click-oriented campaigns aren’t in demand as much as the platform matures.
On Twitter, marketers are shifting tactics towards more varied outcomes rather than just tweet engagement. eCPMs on Twitter are down to $5.06 from $6.87 in Q1 2015.
