If you want to push your social videos through advertising campaigns, you need the right channels. It is essential to understand the strengths and weaknesses of each social platform in terms of video advertising.
You’re probably already promoting your videos on social channels. With new formats like personalized dynamic videos, the ability to create compelling paid social campaigns is getting better and better.
However, you need to make sure you spend your money in the right places. To do this, it is essential to understand the peculiarities of the major social platforms in terms of videos.
What’s your target?
- Brand awareness: You want your video to reach as many people as possible.
- Customer promotion: You want people to visit your website, access more content or be redirected to a landing page.
- Lead Generation: You want people to sign up for an event, subscribe to your content, or request more information.
Who is your target group?
Once you have set the goal of your video, you should include your audience. This will help you define the targeting framework within your budget and determine the best channel for you.
Different goals require different strategies. For example, if you want to make your brand better known, it’s about reach.
Different goal, different strategy
A lead generation campaign in turn relies on careful targeting. They want to ensure that the people they reach are the people who are most likely to buy or continue to work with your business.
Now that you have your desired target audience(s) and your overall goal, you can begin building the framework for your campaign.
Bidding system controls prices
Paid social channels usually run through a bidding system that is linked to different indicators. The target of your video, combined with your targeting strategy and the length of your campaign, determines the total campaign spend.
Usually, campaign goals are tied to specific metrics. For social video advertising, the most common indicators are cost-per-view (CPV), cost-per-click (CPC) or cost-per-mille (cost per 1,000 impressions) or CPM.
Facebook – good for brands
Facebook’s CPV starts after a viewer has watched your video for ten seconds. This option is good for brands that want to get in touch with the viewer over a longer period of time and offers flexibility for longer format video formats.
LinkedIn: More expensive than other channels
LinkedIn offers three different types of social video campaigns:
- Send people to your website or content (CPC campaigns).
- Collecting leads (collected via LinkedIn lead forms)
- Get video views (CPM/CPV campaigns)
The average CPC bid on LinkedIn is about 7-8 Euro. Lead generation can quickly become more expensive on LinkedIn than on other channels. Targeted campaigns are critical to ensuring that you spend your budget in the right place.
YouTube – the marathon runner
YouTube ads have average CPV from 0.10 to 0.30 cents. YouTube prioritizes a longer engagement. This means that CPV only starts once a video has been viewed for 30 seconds or longer. So if you’re looking for longer viewing times, YouTube will do more for your money.
Instagram – buy via CTA
Instagram was so far predominantly a B2C channel. Video ads can include CTAs that allow users to shop directly on the platform after seeing a post in their feed. Brands can also engage through sponsored content on Instagram Stories. These allow users to interact with videos and learn more in real time.
Twitter – paid twitter
Twitter offers two types of video promotion:
- Sponsored video views: Your video will be promoted to your target audience.
- In-Stream Video Views: Your video runs as ad pre-roll paired with premium content.
Plan with the 50/50 rule
For the budgeting of video production and advertising budget there is a rough 50/50 rule: If you order a video, you should plan the same budget again as media budget for distribution.
A video produced too expensively without distribution is just as ineffective as a cheap video, which is then advertised with a lot of money. Both extremes can be found again and again in everyday life. Of course, the 50/50 rule can deviate extremely in individual cases. But it makes sense to keep this ratio in mind.