Choosing the Right Social Platform for Your Video Ads

In today’s digital world we are constantly bombarded with information: news stories, blogs, advertisements, images and more. This means that every brand is fighting for the attention of potential consumers and looking for ways to convert them into brand champions and loyal customers.

Depending on your industry, you may feel like you are the proverbial needle in the haystack, but with the rise of social media and the use of retargeting technology, you can easily pull your business out of the pile and place it front and center, allowing consumers to find and engage with your brand. In our previous post, we explored why video ads are the most successful marketing tool for increasing brand awareness and sales.

But, since each social platform attracts different audiences, choosing the right platform (or platforms), is a crucial decision. So, let’s take a closer look at some of the most popular platforms for video ads.

Video Ads on Facebook

It probably comes as no surprise that Facebook is one of the leading social networks when it comes to market share.

Audience & Reach

  • The platform boasts more than 1 billion daily users.
  • 8 out of 10 Americans use Facebook, and this goes beyond Millennials and Generation X. (Source)
  • Of the adults age 65 or older who are actively online, 62% of them have Facebook accounts.
  • Adults age 45 and older use Facebook as their main social platform for video consumption. (Source)

What you need to know

  • Facebook video ads are displayed in the newsfeed of users.
  • Marketers have plenty of targeting options to ensure that their video ads are being shown to relevant audiences (think age, gender, location, income, interests and more)
  • Facebook users rely on their newsfeed for information and content as opposed to search options, if your ads aren’t targeted to the right people, they won’t be seen.
  • By default, video ads play with the sound off. For a viewer to hear the video’s audio, he or she must take action - clicking on the video. Either your video has to be exciting enough to trigger the action, or you need to make sure you tell the same story by using overlaid text to highlight the most important messages and the call-to-action.

Video Ads on Twitter

Twitter has been a fixture on the social media scene for quite some time now and given that 82% of the platforms’ users watch video, this is a great place for video ads.

Audience & Reach

  • The platform has more than 80 million monthly users
  • 37% of users are between the ages of 18 to 29
  • 25% of users are between the ages of 30 and 49
  • 50% of users visit or shop at the website of the business they follow
  • 60% of users have purchased something because they saw it on Twitter  (Source)

What you need to know

  • You can opt to embed a video into a Promoted Tweet but going this route will give you metrics like clicks, interactions, impressions - not metrics like percentage of video watched.
  • Twitter’s Promoted Video Ads allow you to upload your video directly to Twitter and since the video is considered native to the platform, it won’t take the user off-site. With this format, you’ll be charged on a cost-per-view model so you’ll only pay for actual video views.
  • More recently Twitter introduced First View which gives advertisers prime real estate on the platform. With First View, your Promoted Video will appear at the top of a user's’ feed (for a 24-hour period) whenever they first open the app or log in.
  • Similar to Facebook, Twitter videos automatically play without sound so adding clear copy to your video ad is a must for success.  

Video Ads on Instagram

Although Instagram is a more recent newcomer to the social media scene, its rapid adoption, particularly by millennials and teens, has been mind boggling. The highly visual nature of Instagram - it’s built as a photo and video sharing app - lends itself well to video ads and marketers should take advantage of this.

Audience & Reach

  • According to the platform, Instagram has more than500 million users, 300 million of them who active on a daily basis. (Source)  
  • By next year, 51% of social network users will be active on Instagram. That’s a lot of eyes ready to consume your content!

What you need to know

  • Previously video ads were limited to 30-second formats.
  • Instagram recently introduced a 60-second ad format.
  • At the beginning of 2016, Instagram announced that it would begin counting video views (before that it only counted “hearts”). Similar to Facebook,
  • The platform offers the same deep targeting options that you’re used to from Facebook.
  • You can add videos in three formats: square, horizontal or vertical.
  • The key to Instagram is to make sure that your video ads “speak the language of the platform.” You need to use exciting and relevant content to ensure your ads don’t feel disruptive to the user experience.

Video Ads on Snapchat

Snapchat is quickly establishing itself as the go-to social media platform for users under the age of 35. Snapchat decided to monetize in 2015 and since then, brands looking to engage with younger audiences have been making the most of the opportunity.

Audience & Reach

  • The platform has more than 100 million daily users and 200 million active users worldwide (Source)
  • Over 85% of monthly users are between 13 and 34 years old and 50% are over the age of 25
  • Of college aged users, 60% would purchase a product if the brand sent a coupon via Snapchat (Source)
  • The swipe up rate for Snapchat video ads is 5X higher than the average CTR on comparable platforms. (Source)

What you need to know

  • The most popular way for advertisers to get their videos seen is with Discover ads.
  • Discover Ads fill the entire screen and are shown in between other snaps
  • Video ads automatically play for up to 10 seconds at which point users can “swipe up” to see the full, long-form video ad.
  • The best performing ads are 20-seconds or less and the sooner you can convince the view to swipe up, the more chances you have of the viewer seeing your full ad.
  • Make sure your video ads feel more like interesting content rather than an ad for the best performance.

Key Takeaways

If you’re looking to attract new customers and increase brand awareness, placing your video ads on social networks is a must. In order to get the most out of your video ads, you must know who your target customer is, especially when it comes to age range, will be the key to selecting the right platform. Most companies have a wide age range for their customers so diversifying your strategy will be of the utmost importance. The takeaway here is that you that your video ad needs to communicate the most important details through visuals with overlaid text – they can’t rely on sound to do the selling.

Luckily, at TheMotion we know this and have developed our technology with this in mind. You can use TheMotion to produce high quality video ads ready to be served on the most popular social networks, complete with text overlays to highlight crucial information. And the best thing about our platform: you can create video ads in a snap, scale it for your entire digital catalog (read hundreds or thousands of videos!) and change each video any time you want on-demand!

Ready to get started or want more information? Let’s chat!