Many types of content are used in digital marketing campaigns across social media. One of the most successful formats is video.
Since social media is a crucial aspect of any marketing strategy, learning to use video ads effectively is the key to success.
Why use video ads?
We know that images and graphics grab attention more than text, so it seems evident that videos will have an even more significant impact on an audience. As they work on all the senses, they can be used to provoke a reaction and act as a call to action.
Videos are now one of the most popular forms of content online for both consumers and brands across social media platforms.
You will discover different types of video ads on each social media platform. Let’s take a closer look to get the best out of video ads on each platform.
What types of video ads can be used on social media?
Each platform has different opportunities and types of video ads available. YouTube, Meta (Instagram, Facebook and Messenger) and TikTok are the most popular platforms.
They each have unique opportunities for placing video ads.
YouTube Video Ads
YouTube has an established reputation and a broad reach across many sectors and interests. It has four different video ad opportunities that suit different budgets and audiences.
TrueView Ads
TrueView ads have the most extensive reach and are the most used type. With a length of between 12 seconds and 6 minutes, you need to deliver a message that will cover different topics.
These appear before YouTube videos, but the user can skip after a few seconds. They are the most common type of TrueView ads, but you need to engage a user early to prevent them from clicking the skip button.
InStream Ads (Non-Skippable)
Although similar to TrueView ads, the most significant difference is that they cannot be skipped. The length is between 6 and 15 seconds.
You need to deliver your message quickly to keep the viewer engaged, as although they cannot be skipped, you need to ensure viewers are focussing on your content.
Bumper Instream Ads
Another no-skip type of ad. With a limit of 6 seconds, you must be extra snappy.
The advantage is that the viewer does not have time to disengage. This style is suited to captivating and unpredictable videos.
Overlay Ads
These banner ads appear at the bottom of YouTube videos and are usually connected to the topic in the video.
The advantage is that they will be shown to a relevant audience, but they can be annoying. The biggest disadvantage is that you have very little space to deliver your message, so you need to be extra creative to get your pitch across.
Meta Video Ads
You can place Meta video ads across Facebook, Instagram and Messenger. Meta provides creation tools, or you can upload your own video.
Depending on where your ads are, you can have different lengths, but the preferred size is less than 15 seconds. There are other requirements and guidelines available from Meta for business.
You can choose between feeds, in-stream, and stories to promote your goods or services. They are also an excellent place to publicise your brand.
TikTok
TikTok is a relatively new opportunity for video ads. With the sole focus on videos, it is a prime place for video ads that use the same creativity as user content. With enormous global growth in users over the past two years and algorithms supporting brands being discovered, it is a prime area for targeting new customers.
Fortunately, TikTok offers internal tools that assist you in creating ads that match the style of user-generated content. They also work with Vimeo and Canva to provide a wide range of templates to help you get started.
What do I need to know to get the best out of video ads?
Mobile Devices – Since more and more people use their phones to watch videos and connect with social media, it is essential to ensure that your video ads work well on mobile devices.
Show Your USP – Like any good story, use the visual and audio in your video to show the audience how good your product/service/brand is rather than tell them.
Allow Sharing – Your videos must have the ability to be shared across different platforms for the greatest reach. Users often share content they enjoy, so it’s worth capitalising on this.
Track Your Performance – Use the tools available to ensure that your audience engages with your video ads. Analytics may be available on the platform’s ad management system.
If you want some help with managing your content on Social Media, get in touch with us at SEO & Web. We provide a wide range of social media services to help you identify appropriate channels and research insights that will improve your success.
