Would you use the Pony Express rather than sending an email? I mean, if you’re that hipster, I won’t stop you, but nowadays, email is a much more efficient method of getting your message across.
When you need to do something, you want to use the most efficient method possible, right? That’s why escalators even exist.
This same principle applies to advertising.
Text ads, image ads, radio ads, and video ads are all different ad formats. Advertisers use them to catch people’s attention and persuade them. We see them all every day, because they are effective.
But there’s one kind of advertising that we’ve been seeing more and more of lately.
Now, why do you think video advertising is growing so much? The simple answer is this: It’s working…and working better than any of the other forms of advertising.
So, should you be doing video advertising? The answer is “heck yeah”, but with a little more nuance on HOW you should be going about it.
There are Different Kinds of Video
Videos can be different in their both their content and their method of delivery. But, deep down, they all have the same purpose.
Product videos show a potential customer the features of the products you have to offer. They let them see it in action, more than a series of images could.
Videos highlighting services work in the same way. They can show the service and what it can do for potential clients.
Have you ever heard the phrase, “Pics or it didn’t happen”? Video is a major step up from that. Videos are easier to trust than pictures, partly because they’re harder to fake.
Video functions as a proof of concept that helps customers envision exactly what you can do for them. They can work for really any service or product.
Whatever you have to offer, be sure to figure out what kind of video you need. It may be retargeting, branding, product, or a mix of some kind, but knowing what kind of video you want to make is a good start.
There are Different Platforms for Video
Now, video tends to look different depending on which platform you’re running it on.
YouTube is the main hub of video advertising. It has multiple formats, from TrueView to Bumper ads that each have different aims.
TrueView can be great for longer ads that people can skip after 5 seconds. You only have to pay if people click the ad or watch over 30 seconds. Bumper ads are 6 seconds long and can’t be skipped.
However, YouTube isn’t the only place you can run a video ad.
On Instagram, video has to be under a minute long. It also has a bit of a different audience to deal with.
On Facebook, there are limitations on the amount of text that can appear in some videos. There’s no time limit, but the way Facebook charges for these ads is different than YouTube.
Facebook has been pushing its video ads lately, and they have been working for us.
We’ve focused our efforts primarily on YouTube and Facebook ads, with phenomenal results on both platforms.
Still, there are options for video on all forms of social media. You’ll need to figure out what will be most important for your business.
WHAT WORKS FOR YOU
Now, depending on your type of business, you might need different types of video ads.
If you have an eCommerce store, you’ll need video to show various kinds of functionality. If you’re selling dance clothes, for instance, video can highlight mobility. If you sell supplements, a video showing their benefits would be helpful.
Say you have a B2B business. How did we make a compelling video for Disruptive when our business is all about managing people’s ad spend? We injected our why and what makes us different.
This will set you apart from other businesses because there are infinite ways to do it. In the same way that every person is different, every company is different. Every video can be too.
The kind of videos that will work best for you also depends on your current advertising strategy. If you’re in need of some higher funnel content, video can do that well and still bring in conversions.
Additionally, brand awareness can improve significantly through video content. Had you heard of Dollar Shave Club before their video? Nope.
What about Old Spice? They needed to re-brand, and video was the way they were able to do it successfully.
For Disruptive, video has been fantastic for our retargeting. Our videos help us stay top of mind for potential customers. They also let us share further info and focus on pain points.
Whatever your case, look at your type of company or brand strategy and see where video can fill some holes for you.
The question isn’t whether you should be doing video advertising or not, it’s how.
I’m not saying that normal image ads or lead ads are the pony express…but video is starting to replace them in a lot of instances.
Video is more effective at catching attention and persuading people. That’s what advertising is all about.
Whatever you do, find the type of video that will best improve your advertising strategy. Aim for branding videos or retargeting videos first, and then work your way up from there.
Have you noticed that video advertising is increasing in frequency? What good and bad consequences are coming from this? Do you have any recommendations on types of useful videos? Let us know in the comments.
Latest posts by Brad Witbeck (see all)
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- You Should Really Be Doing Video Advertising - July 19, 2017