Why Video Is Best for Making Social Media Marketing CampaignsPop

Read Time: 5 minutes

By now you know video content is king when it comes to standing out with your social media marketing, but that doesn’t make it any less daunting for the novice creator. In fact, a healthy grasp of the role of video in today’s social media environment only adds to the pressure. Considering that 720,000 hours of new content are uploaded every day on YouTube alone, how does your video marketing stand out when jumping into the fray? The answer is simple. Separate your social media marketing campaign from the competition with thoughtful, intentional, engaging, and high-quality videos. 

Why Video Makes a Difference

Content marketing such as video content is nothing new and can be found in many marketing strategies. Developing a solid video marketing strategy is essential for achieving long-term success in today’s highly competitive business environment video content throughout your marketing strategy is extremely effective especially when it comes to social media campaigns. Social media videos help you skyrocket your brand, foster brand awareness and create brand loyalty. They are a great way to educate your audience about your products or services or to provide helpful tips and insights related to your industry or niche. Video content can be a powerful tool for driving conversions, whether that means encouraging viewers to sign up for a free trial, purchase a product, or take some other desired action. Videos marketing can help keep viewers engaged with your content for longer periods of time, which can increase retention rates and improve customer loyalty. By featuring real people or testimonials in your videos, you can build trust with your audience and establish your brand as an authority in your field.

Consider these social media ads statistics from 2022:

  • 70% of social media users have purchased an item from a brand after watching their YouTube ad
  • TikTok has an ad reach of roughly 885 million people.
  • TikTok buyers in the US increased by 72.3%, reaching a total of 23.7 million
  • 50% of TikTok users have bought something after watching TikTok LIVE.
  • 87% of marketers indicate that video has a positive ROI
  • Users spend an average of 1-2 hours per day on Instagram
  • Viewers watch 1 billion hours of YouTube videos every day.
  • 90% of consumers expect brands to produce content
  • 80% of consumers say user-generated content influences their purchasing decisions

It’s clear that video marketing campaigns on social media work. While video has been shown to be the best way to engage your target audience, creating great marketing videos for your social media, or website still requires time and effort. So if you’re going to invest in developing a marketing campaign that includes video, how can you make sure it’s worth the effort?

Essential Elements of a Successful Social Media Marketing Campaign

Video is effective, but it’s not the only component of a successful social media strategy. A well-crafted social campaign should take several other factors into account, including:

Campaign Goals: What are you trying to accomplish with your campaign? Do you want more clicks? More social media followers? Strong post engagement? To create more potential customers? To bring awareness to an issue? To address existing customer concerns or questions? Before creating a video, you need to identify the key takeaways you want from your campaign to produce the perfect visual accompaniment.

Target Audience: Who is your audience? Is it existing customers? New customers? Users within a specific geographical area? Members of a certain industry, income bracket, or special-interest group? Defining your target audience will help you craft relevant content for your social media marketing campaign and distribute it effectively using ad-targeting tools on your chosen marketing channel.

Social Media Channel: Where will you run your campaign? The audience, content expectations, and video parameters will vary depending on the social platform you choose. Do your research so you know both the content parameters of each channel and its typical audience behavior. For example, Facebook videos posted as regular social media posts tend to be featured via the algorithm if they’re three minutes or longer – even though the average “watch time” is only ten seconds. However, Facebook Ads should only be 15 seconds long, with the viewing metric set at an even shorter three seconds. Before creating a video, identify where and how you want to post it to determine the ideal length, size, and orientation needed. 

Does that mean you can’t run a campaign on multiple social media channels? Of course not. But it does mean you’ll have to make some adjustments to your content and produce multiple videos to make sure each is optimized for a specific social network.

The Hook: No matter the length of video your social media platform recommends or the average watch length of its social media users, all videos need a hook within the first three seconds. With the firehose of visual content available, viewers have little patience for “boring” videos and are quick to scroll by if you don’t give them a reason to stick around. Tease the ending, overtly state the purpose, or use some other piece of information to “hook” your viewer and grab their attention before they scroll past.

Keep it bite-sized: Bite-sized videos are short videos that typically range from a few seconds to a couple of minutes in length. They are a popular video marketing format that is easy to consume and are often used to convey quick and engaging messages to audiences. Bite-sized videos are particularly effective for mobile users who are on the go and have shorter attention spans and can be used to showcase products or services, share behind-the-scenes content, or provide educational or entertaining content to your audience.

Marketing videos should ideally be kept relatively short, with a length of around 1-3 minutes being a good general guideline. This is because viewers are often more likely to engage with content that is concise and to-the-point, and are less likely to watch longer videos all the way through. However, the specific length of your marketing videos will depend on your goals and the type of content you are creating. Some types of videos, such as product demos or explainer videos, may require a slightly longer runtime in order to fully convey the necessary information. Ultimately, it’s important to prioritize quality over length, and ensure that your video content is engaging, informative, and effectively communicates your message to your target audience.

A Call To Action: Don’t forget to include call-to-actions on your video ads to help lead your audience towards taking the desired action, whether it’s subscribing to your channel, visiting your website, or making a purchase. Incorporating clear and concise calls to action into your video content can help improve the effectiveness of your video marketing strategy. 

Video + Strategy = A Great Social Media Marketing Campaign

Video is great, but a video made in conjunction with a well-crafted strategy creates a truly effective social media campaign. Do your research, craft a plan, and create a stand-out video to make your social campaign yield the results you want.

Choose a Great Platform for Video Creation

Ready to create stand-out videos for social media marketing campaigns? Choose Powtoon! Powtoon offers thousands of customizable templates to create eye-catching videos in minutes. Create live-action campaigns using your footage or choose from a vast library of royalty-free stock videos and images. Produce whiteboard doodles to explain how to use a product. Design infographics to help your followers understand complex ideas or processes. Customize animated characters to tell your brand’s story. With Powtoon, anything is possible for both the novice user and the experienced creator. Try creating a Powtoon for free!

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Hanna is Powtoon's Content Marketing Strategist. She joined Powtoon as a copywriter in 2019, after graduating from university with a specialized degree in marketing and business. She continues to inspire people to create incredible video content with blog posts, videos, guides, and more. Hanna's passions include reading, singing, and caring for animals (#proudvegan). Nothing makes her happier than waking up to her two black kitties who, contrary to popular belief, are good luck!
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