Building brand awareness via social video marketing

Building brand awareness via social video marketing

Oct 13 2015 | by SONYA FRY

Online videos are now the second most popular type of content used by marketers to reach their target audience across all channels, as videos allow brands to interact with their target market in ways that written text cannot.

Online video marketing is currently one of the best ways to build brand awareness and recruit brand ambassadors, and although YouTube is usually the first port of call, it’s important not to limit your videos to this channel alone. With over six billion hours of video watched each month, Facebook is an established platform that should be considered by brands looking to reach their target audience via online video.

Over the past few years we have seen all the big social networking sites step up in the video stakes, with Instagram launching their 15 second video feature in 2013 and Twitter enabling native video recordings and an autoplay feature. That’s not to mention the battle between Meerkat and Periscope! But despite competition, Facebook have come out on top, having served more video views than YouTube in 2014 (12.3 billion compared to 11.3 billion).

If we haven’t convinced you yet, the amount of video from both people and brands in Facebook’s news feed increased by 3.6 times in 2014 compared to the previous year and this growth looks to be continuing, showing a great opportunity for brands to start social video marketing. However, with so many newsfeed videos to watch and the launch of Facebook Premium Video ads, it’s more important than ever to make yours stand out from the crowd!

Facebook Premium Video ads

Facebook’s recent launch of Premium Video Ads plays videos on news feeds automatically without sound, and their extended metrics make things even more complicated by making marketers ‘think scrolling, think Facebook’.

For businesses, this means that the brand awareness-building message needs to fit into the first three seconds, while the video is being scrolled through. But how much message can be presented in three seconds? Apparently, plenty! A study carried out by Facebook reveals that even people who never watched video were still impacted by the ad and an increase of 32% in brand awareness was reported in the case of people who saw less than three seconds of the video. Such findings should challenge brands to focus on creating short ads that will drive value for their brand, keeping in mind that value increases the longer people watch. Here are some tips to keep your ads on top!

1. Be snappy!

90% of viewers click away from a video in the first 10 seconds and a third of all branded social videos elapse before the brand is even revealed, so it’s important to focus on making your message snappy! Mentioning brand names or displaying the logo at the end of the video is a common pitfall and a missed opportunity, so the challenge lies with making viewers aware of the brand in the first few seconds so it can be seen during a scroll, whilst also being creative enough to entice a viewer to continue watching.

2. Be seen and be heard

For optimum results, you should display the brand visually whilst also mentioning it within the script to ensure that it stays encoded in the viewers’ minds. They are them more likely to recognise you in future and feel confident in your content, products or service! Surprisingly, only 6% of current social videos work both visually and verbally, compared with 90% of TV adverts.

3. Create short, targeted videos

For brands looking to capture a wide target audience, it’s tempting to create a longer video that will include all the messaging you need. However, it is better to create short, targeted videos with simple messages addressing your audience. These types of videos will be much easier to digest, more engaging and usually cheaper to produce. Most importantly, they are more likely to result in a good return on investment.

4. Be pretty and/or witty!

Humour is one of the easiest themes to get across within short videos, so a witty approach could often be seen as the choice for short videos, but exercise with caution! Always consider the nature of the message you’re delivering and your brand values and personality.

If humour and wit are not appropriate then make sure your video, especially the opening seconds, are visually appealing to persuade viewers to watch more.

If you think your business would benefit from social video marketing, get in touch and see how we can help!

Sonya Fry

Building brand awareness via social video marketing