According to Cisco, 82% of all online content will be shown through video formats in 2022. In other words, brands must use videos to communicate on social media. But is that format on its own enough to reach a specific target? Is any kind of video on any kind of platform okay? Olivier Renson, our Digital Media Manager at Mediaplus, tells us more about the reason behind this format’s success and the upcoming trends for videos on social media…
Because videos can be seen everywhere, at any time, and can offer various information in a few seconds, they are the most popular format on social media, and the n°1 ingredient in any marketing mix. Because of this, 89% of marketeers say that they will continue to invest in video formats in 2021.
Videos that work
Videos are especially useful when a brand is trying to create awareness. In that phase, the consumer isn’t really familiar with the brand yet, and chances are that he/she will skip rapidly that brand’s content. Therefore, a video needs to be short (between 6 to 10 seconds on Facebook and Instagram), and the logo should be visible from the very beginning, because users continuously scroll their phones and could pass the video within a second.
Difference between platforms
Of course, even though all social networks now have features that make the sharing of video content easy, there’s a difference in what video format to use according to the platform.
Youtube is the platform best suited to videos, and the one where videos are watched most in their entirety. There are studies showing that people under 25 even use Youtube rather than Google to look for information.
What particulary works well on this network are bumper ads: these are short unskippable ads before the video content. Even though some consumers don’t like them that much, they are still very impactful. And in order to make the users like the content, it only needs to be relevant to them.
Facebook and Instagram are perfect for short videos to create awareness, but videos posted here should always come in two formats: Story and Feed. The one does not go without the other, at the risk of losing credibility.
Of course, the newest kid on the SoMe block is TikTok. It’s an advertising network that is still little used in Belgium because it wasn’t open to the belgian market beforehand. But now, it is growing in importance. Mediaplus already used influencers on TikTok to share video content for clients such as Aïki and Stabilo.
Mixing short and long videos
Mixing social media with TV is also a something that works well. TV is a medium that brings credibility to a brand, so showing a video ad on TV, and then sharing a shorter version of that content on social media has a great impact on awareness and ad recall. The same can be done in reverse for the brand’s website: put a short version of a video on social media, that leads to the website where a longer version of the video is organically shared.
Shoppable videos are the future: these videos show products of a brand, and the user can click on the item of his/her choice and be sent directly to it on the e-shop.
Asking users to create content for a brand and lead other consumers to their website adds a lot of credibility to a brand. This is called User Generated Content.
Due to Covid19 and the lockdown, Educational videos got more popular, as more and more consumers are looking to learn online.
Finally, Native advertising is a great form of delivering your content through videos: it’s less intrusive and consumers are more likely to watch content that goes with the context.
Why only using video formats is not enough
Even though video is the most important format on social media, it doesn’t mean that a brand should only use this to get its message across.
Effective communication is done by multiplying touchpoints, and thus media formats.
Banners, leaderboards and IMU, though more traditionnal, still work very well in the programmatic world to generate awareness, leads and conversion for a budget-friendly price.
Some companies are even reluctant to use videos because all banners are clickable, whereas not all videos are (or people don’t know they can click on it) and because they think videos will necessarily cost a lot of time and money to make. But that’s not necessarily true. It is completely
House of Communication in charge of your video strategy
Have you met Neverest? It’s our in-house audiovisual production agency at House of Communication. Together with Mediaplus, our media experts agency, we can be in charge of your online (and offline) video content. Whether you have a big budget or a small one, we’d be happy to show you our ideas to make your media plan as effective as possible.
So, let’s take a look together at your current media needs, and whether or not you’re still on the right track.
We can do this over a cup of coffee at our offices or yours, or by call. What do you think?