Powering Your Marketing with Video Ads and Video Posts – MarTech Series


The power of video marketing and video advertising has been growing through the years. With the introduction of newer networks and platforms that are mainly video or multimedia based (YouTube/TikTok/Instragram), marketers and advertisers today have a range of channels to choose from to meet their target audience where they are most active at. 
On the one hand, the creation, usage and broadcasting of different types of video content has evolved over the years while also allowing individuals and brands to build new ad and marketing models because of it. 
A typical B2B company might for instance, greatly benefit from a strong video presence on channels like LinkedIn/YouTube/Instragram/Facebook while incorporating video ads as part of their overall digital advertising strategy to broadcast paid video ad content through more focused platforms/networks. An eCommerce provider who deals in a range of D2C products and other services can build engagement with a video based marketing and ad strategy that uses networks like Facebook/YouTube/Instagram/TikTok to drive video broadcasts and engagement. 
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Digital ad spending has increased by 50% since the last year, indicating constant growth and interest from brands and users when it comes to video content. A Wistia report found that more than 14.6 billion minutes worth of videos were watched in 2021. 
To add to this, social media platforms and networks like Twitter are said to garner 2 billion video views daily, networks like Instagram boast of 2 billion monthly active users.
Customers and online users are said to be more responsive to video content, a video ad strategy that is well integrated into a video marketing plan can actually help optimize overall content marketing goals while allowing marketers and advertisers to tap into audience triggers faster in the buying journey. 
Marketers today can choose to maintain and run a number of online social brand pages/profiles to boost brand engagement. Maintaining a social media content plan that includes sharing of video snippets from longer product videos, brand videos, customer testimonials (and other company steps/updates) can allow marketers to maintain a presence across channels. 
Aligning with the core advertising team is crucial here. Marketers and advertisers can use their data and metrics from existing video marketing initiatives to identify which channels to focus on for a video ad strategy. Running a paid ad across every channel that the brand is active on versus choosing a more focused approach can allow marketers and digital advertisers to optimize use of resources, allocate ad budget where it can truly bring in more ROI while also giving marketers enough opportunity and time to build the right kind of video assets accordingly, which brings us to the next point: what should fuel your video ad and video marketing strategy?
Your video ad and video marketing will differ in terms of the number of video media used for either plan, the type of content can be duplicated to a certain extent but has to be built to suit a purpose.
Many marketers choose to sponsor an existing social media video post through one or multiple channels like LinkedIn/Facebook, the video here would typically showcase a new product or new/upcoming webinar with teaser videos for instance, a testimonial, etc. 
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For marketers to have a consistent video marketing presence, the core content marketing plan has to involve identifying topics and themes to know what video content to build, then using existing customer data and social media behavior of your current follower network to decide which platform to broadcast on. This will also help decide the type of channel to choose for a sponsored video ad and what to use just for simpler, shorter videos and engagement. 
For video marketing to work, shorter snippets, teaser videos, quick updates read out by existing team members, creative team videos and so much more can be used to fuel an active video presence through social media. These videos can be simpler and natural if the goal is to make a series of them to use everyday, what is defined for a video ad strategy will need more time building, editing and planning before use. 
When identifying or building a video ad strategy or video marketing plan, it is crucial to know how video metrics work. Every platform has different parameters in place to track our count views/clicks/shares. 
The TrueView ads on YouTube, for instance, counts engagement when someone clicks on the video ad CTA, when someone watches 30 seconds of the video as a minimum if the video ad is longer or if someone watched a video ad for 30 seconds, if the video was shorter. 
YouTube provides unique metrics like audience watch time, demographics. Platforms like Facebook and Instagram would count a video as viewed after about 3 seconds of watching, this includes videos on stories and in-stream. 
A robust video ad strategy that enables and complements year-long video marketing efforts can allow marketers and advertisers to optimize revenue from in-focus channels. 
For this to work, the base foundation remains the same: 
Photo and video-sharing social media application Instagram was launched in 2010. That is not a very long time ago. The platform today accounts for over 2 billion active monthly users. 
The demand for video content, the increased need for better creativity in brand messaging, the introduction of platforms that allow users to quickly create, edit and upload video content to drive engagement all contribute to shifting trends in the market today. 
As better video ad and video marketing metrics and standards come into play, as more platforms refine their video content hosting and broadcasting capabilities, marketers and advertisers will be able to do much more with interactive media and build different types of content – podcasts, interactive chats, and a lot more to run effective campaigns. 
Marketing Technology News: PlayerWON Presents Unique In-Game Video Advertising Platform at First-Annual IAB PlayFronts
Paroma serves as the Director of Content and Media at MarTech Series. She was a former Senior Features Writer and Editor at MarTech Advisor and HRTechnologist.
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