Social Video Ads and You

Make the most of video advertising for your brand.


According to Magna Global, $2.1 billion was spent in 2016 in the social video market. That was a 140 percent increase in the U.S. over the previous year. Obviously how people learn about companies is rapidly changing, and social media’s role is still growing. Here’s a bit more for you to chew on in terms of how to adapt your advertising efforts toward this new mobile- and video-centric world.

Areas of concern

First things first—most agencies focus on social platforms, not so much on the idea of mobile by itself. Rather than being platform-driven, try concentrating instead on the idea of mobile advertising itself. Many experts feel this is an untapped market, ripe for agencies to exploit.

If you are open to the idea of social video advertising or mobile video advertising, you still may not be sure exactly how you or your client fits in to this area. And perhaps even more importantly, you may be completely stuck as to how you can make money from social video. Spend some time studying what video ads are most successful. How long are they? What do they focus on? Let these answers guide you in your efforts.

Finally, more consumers are now connecting on smaller screens, and the shift to mobile viewing will only increase. You have to be sure that the video content you create is geared toward this mobile world. If your assets are not optimized for mobile, you are potentially driving away a lot of traffic.

How to capitalize

If those are the areas you need to be aware of, what are the ways you can capitalize on this trend to the benefit of your company/product/brand? The great thing about video advertising is it allows you to interact with customers in a variety of ways, from your company’s website to your Facebook page to your mobile app.

One thing that is essential for making this whole experience work for consumers is keeping each outlet connected. Any one viewing your advertising videos via any touch point needs to find the experience seamless.

Your video ad options

In-stream video advertising is one way to get your content in front of consumers. Displaying before the start of a video, this may not be the most effective option, but there are things you can do to boost your conversion rates. For instance, direct any traffic from the ad to a coordinating YouTube channel or website for your brand (where they will find even more videos). Also, be sure to include a solid call-to-action within your in-stream video. Both of these provide continued engagement from the consumer, which is your goal.

Social video advertising is obviously another important option today. Most platforms give advertisers the ability to target their content to the news feeds of particular user’s. This route requires you to create videos that are focused on the interests and demographics of each group. But beware, a study has shown that Facebook viewers, for instance, only watch videos for about 18 seconds. So, you’ve got to hit them with your message fast if you want to grab a customer’s attention and possibly keep it.

Finally, there’s mobile video advertising. Global mobile traffic continues to increase, and video is the preferred content of mobile users. This is an area that you don’t want to neglect. While mobile videos seem to hold consumers’ attention for longer that doesn’t mean you can get long-winded. The focus is still brevity, so videos need to stay in the 16 to 30 second range to be effective.

Overall, the key is to continue offering a cross-channel strategy. In this regard, video is not different than any other marketing or advertising efforts. The more people see your product or brand, the more likely they are to remember you when the time is right.

Content Cornucopia

Not sure which type of content is best for you?
Let us help you go beyond blogging.

First things first, blogs aren’t the end-all, be-all of content marketing. That being said, they are important. So, if you haven’t already jumped on that bandwagon, get hoppin’. And spend some time perfecting your blog game before you branch out into the other types of content marketing options.

Once your blog game is tight, we’ve got our top five recommendations for which content is best to find fresh traffic, boost targeted visitors and discover higher conversion rates.


In the simplest terms, an infographic is data presented in a visual way. And no doubt about it, people love ‘em. Why? Well typically they are easy to understand, and they break down more complicated information into easy-to-reuse tidbits. Learn more about infographics here.

When should you create an infographic? If you have any data, research, statistics or findings, then an infographic might be the right content marketing form for you. Infographics are not the least expensive option, but they can be very valuable and are often very shareable. Shareable is definitely something your company wants. To ensure your infographics go viral, it’s important that you create a quality infographic. Lots of marketing players are creating infographics now, there are even drag-and-drop sites that allow non-designers to create infographics, so your efforts have to be well-made.


As more and more social media outlets embrace video, it’s easy to see that this is a popular method of content marketing. That being said, like infographics, it can be expensive. This format offers a multitude of interpretations, so before starting be sure to nail down what your focus will be to meet the goals you have.

Once you have determined what kind of video you want to produce, you have to create a solid script and storyboard. We’ve got insight on that here. You may think a video is all about the imagery, but the words are as important. Then be sure to keep it short and sweet—two to three minutes should be the maximum. Then you are ready to post your finished product to the masses on YouTube and Vimeo.

Guides/How to’s

A guide and a how to are very similar and both offer a great deal of value to your customers. Both are akin to a pretty lengthy blog post—so instead of The Old Man and the Sea aim for Moby Dick. They are also similar because both require a good writer, a good designer and a good topic. And both provide a lot of ideas to choose from.

Now how are they different? A guide can be an effective way to garner more subscribers or followers, i.e. they give their email address, and you provide the guide as a downloadable pdf. The how to addresses a common issue or problem your customers or followers may have and then provides them a solution. The more detail you can provide, even in the form of graphs, images, etc. the better.


An ebook is another great long-form content marketing option that allows you to garner email addresses of potential customers or followers. Even longer than a guide, the best ebooks average about 10,000 words and will be divided into chapters. Each subsection should be focused on a specific topic. Finally, it should be available as both a pdf and as an html link.

The design of the ebook is a big deal. If it isn’t visually appealing, it simply won’t be read. Be sure to include graphics, colors and good formatting to drive readers’ interest. And speaking of interest, you gotta grab them with a great headline off the bat if you want those downloads.

Case Studies

Want to tell customers what you do, how you do it and the results you’ve received? Then a case study is the content marketing format that you want to pursue. To avoid this coming off as total marketing speak, your case study needs to read as a true story, a success story for your company or brand.

Its format should include both a summary of the study and a preview of the outcome. A case study should also explain any challenges and problems that were overcome, detailing the solution you provided and the results that solution gave. Finally, be clear why your solution was successful, and give readers a call to action at the end of the study that encourages more interaction with your company.