Video Advertising and Social Media Advertising
Video and social media are more hand-in-hand now than ever, particularly when you consider the rise in social media platforms with video at the heart, such as TikTok and YouTube. Other platforms must keep up with this video marketing trend to retain their audience share.
Any online social media site can be an excellent place for businesses to advertise their products and services, but how can they ensure they make the most of the platform to run organic or paid advertising campaigns?
The secret is getting the social media advertising and video marketing strategy right from the get-go. This guide explains how to marry those together seamlessly and how you can help your business benefit from these campaigns.
How to Achieve the Perfect Video and Social Media Marketing Campaigns
1. Objective and Goal Setting
Before every campaign starts, you need to establish your goals. What stage of the marketing funnel would your video ads fall under?
A good video marketing goal would be brand awareness, which should dictate how you structure your video content and campaign.
B2B businesses would likely have different goals than B2C companies, and e-commerce businesses would likely have specific sales-based goals. However, there is no one-size-fits-all approach to goal setting; you need to decide on the right one for your business and target audience.
2. Choosing the Right Social Media Platform
Every social platform has its form of video (and boundaries around that). You have in-feed videos which can sit in portrait or landscape and platform-specific types, from Facebook Live videos, IGTV and Instagram Reels to YouTube Stories and LinkedIn Livestreams.
It can be challenging to keep track of what type of content can and should be posted on each different social media platform. Consider the formats and features for each one and decide on the right one(s) for your next video ad campaign.
3. Deciding the Best Type of Video Content
Using a mixture of either on-site video production services or in-house whiteboard animation, you can create:
- Educational and eLearning videos
- Video case studies and testimonials
- Product explainer videos
- Behind-the-scenes content
- Technical service explainer videos
- Drone videos
- Entertaining stories and narratives
In marketing, the possibilities are endless, so once you decide on the type of video you want, it’s time to start planning.
4. Optimising Your Social and Video Campaign Material
While your chosen video production experts are creating the video, you can begin to tackle elements around your campaign to ensure that it is optimised.
This includes looking at:
- Keyword research, including negative keywords
- Landing page ad copy
- CTAs (calls-to-action)
This is where the process can get both creative and technical, but it’ll help your campaign reach more of your audience. Hiring a professional video production and digital marketing agency will alleviate much of the potential stress in steps 4 and 5.
5. Video Production and Social Media Campaign Creation
Creating and editing a video (and surrounding social media campaign) requires several steps, including:
- Writing and editing the video script
- Creating a video storyboard
- Finding the right animation or video production equipment or agency
- Convenient dates for onsite shoots
- Identifying the right locations
- Post-production steps
- Video editing
- Continuous improvement and feedback
There will be ongoing tweaks to make, but once everything is in agreement, it’s just a case of executing the campaign.
6. Pushing the Organic or Paid Ad Campaign Live
Social media campaigns can either be organic (i.e.publishing posts on your page to your community or followers) or go into a paid campaign with specific audience targeting options.
Paid social campaigns have greater prospects when it comes to reaching potential customers who don’t follow your page or business. If targeted correctly, your video content can engage and entertain them in a way that’ll make them want to find out more.
7. Campaign Reporting and Metrics
Once your video has been posted, that doesn’t mean the job is done or that swathes of customers will instantly come flooding in.
The most crucial step is to analyse how your video campaign has performed. Each social media network has its metrics for providing unique insights and data.
This is the part of your campaign where you assess your campaign performance and make any appropriate changes. You should establish an ongoing cycle of reviewing, analysing, reporting, tweaking and optimising, and then starting the process again.
Adopting a hands-on approach to video marketing analysis will help you gain clarity on your campaigns and fine-tune them to work more effectively.
Full-Service Video Production and Paid Social Media Ads
We hope this video marketing guide has helped you understand how to create the perfect winning campaigns for your business. For a free review, where you can discuss your campaign requirements, or a discussion about social media marketing please call the friendly team here at Ginger Digital.