From Impression to Conversion: Leveraging Video Ads on Social
By Derek Chew
In today’s digital age, social media has become the new frontier for brands to connect with their audiences and drive growth. With consumers spending an increasing amount of time scrolling through their social feeds (2 hours and 24 minutes per day to be exact), video advertising has emerged as a potent tool for businesses to capture attention and engage with potential customers like never before.
Take a look at a few fast facts:
- Data shows that only 10% of the information users read is retained while watching a video allows viewers to absorb and remember a staggering 95% of the message conveyed.
- According to Forbes Insights, 83% of people prefer watching a video over reading text for informational or educational content.
- Video ads were the #1 way consumers discovered a brand they later purchased from.
- 69% of people say they’d most prefer to learn about a new product or service by watching a short video.
The Power of Video in the Social Media Landscape
Every minute online is bustling with activity. People check emails, send text messages, make purchases for their homes, and engage in countless videos via social media.
Social media platforms have become video-centric, and for good reason. Videos are consumed at an unprecedented rate, outpacing other forms of content. People are simply more likely to watch and interact with videos than static images or text-based posts (as proven in the first bullet point above).
This shift towards video consumption is particularly pronounced on mobile devices, which have become the primary screens for social media users. Optimizing short-form video content for mobile viewing is crucial for brands looking to connect with their target audiences on the platforms where they spend the most time.
Platform-Specific Opportunities
Leading social platforms offer diverse video ad formats tailored to their unique user experiences:
- LinkedIn Video Ads: Reach professionals with compelling brand stories and customer testimonials.
- Facebook Video Ads: Leverage immersive formats like Stories, Carousels, Collections, and Instant Experiences.
- YouTube Video Ads: Target viewers based on their interests and viewing habits with skippable or non-skippable ads.
- Instagram Video Ads: With its emphasis on high-quality visuals and its integration with influencer marketing, Instagram provides a powerful avenue for brands to showcase their products. (Did you know 81% of people use Instagram to research products and services and 65,972 photos and videos are shared each minute?)
Shareability and Virality
Users are naturally inclined to share engaging videos, with over 700 videos shared per minute on Twitter alone. Video ads that tell relatable stories or evoke emotions have the potential to go viral, amplifying a brand’s reach exponentially. A successful example includes Taco Bell’s “Web of Fries” which made nacho fries one of the most successful food launches in history with 53 million sold in their first five weeks. Another is Metro Trains’ “Dumb Ways to Die” video which took home five grand prizes at the Cannes Lions festival and more importantly, reduced the number of accidents on Metro trains by 20%.
By harnessing the power of video advertising on social media, brands can craft immersive experiences that resonate with their target audiences, fostering stronger connections and driving tangible business results.
The Key to Consumer Engagement and Loyalty
By merging movement and sound, video ads possess an innate ability to capture user attention and convey messages efficiently, leading to better engagement.
Research indicates that viewers are 27.4 times more likely to click through online video ads compared to standard banners, and almost 12 times more likely than rich media ads. This heightened engagement is attributed to the format’s capacity to leverage both visual and auditory elements, delivering narratives tailored for easy consumption by the target audience.
By crafting video ads that pique interest, deliver persuasive calls-to-action, and leave indelible impressions, brands can foster heightened consumer engagement and foster long-lasting loyalty among their audiences. This heightened engagement not only drives immediate results but also paves the way for sustained customer relationships and business growth.
Driving ROI and Customer Acquisition
Investing in social media video advertising goes beyond just staying relevant; it’s a strategic move that can yield significant returns on investment (ROI). Well-crafted video ads have an inherent advantage – the ability to narrate compelling stories that emotionally engage audiences, making them more effective at driving clicks compared to static image ads. Studies show the average click-through rate (CTR) of video ads on mobile apps is a remarkable 7.5 times higher than display ads. Even on Facebook, video ads consistently outperform image ads in CTR.
Moreover, social media platforms offer advanced targeting capabilities that allow brands to precisely reach their desired audiences, ensuring that their video ads are seen by the right people at the right time. This targeted approach maximizes the efficiency of advertising spend and increases the likelihood of acquiring new customers who are genuinely interested in a brand’s products or services. Despite higher production costs, the immersive storytelling prowess of video ads translates into higher engagement, driving more website traffic, conversions, and ultimately, sales growth.
Embracing the Video Advertising Revolution
In the ever-evolving digital landscape where consumers are constantly engrossed in social media, video advertising has emerged as a revolutionary force for brands seeking to captivate audiences, drive engagement, and propel growth. By leveraging the immersive storytelling power of video ads optimized for mobile consumption, businesses can unlock new avenues to forge deeper connections with their target audiences, foster unwavering brand loyalty, and ultimately acquire new customers in an increasingly competitive marketplace.
Derek Chew is the founder of Fullmoon Digital (https://fullmoondigital.com/). He is a recognized industry thought leader, digital marketer, consultant, and media strategist. He helps eCommerce and B2B companies of all sizes develop digital strategies, innovate, and grow their revenue. He lives in Winter Garden, Florida.