How Brands are Using Video in their Social Media Ads

Social media has been the main source of marketing for companies to reach their targeted audience over the past few years. FaceBook, Twitter, Instagram, Tiktok, Snapchat, etc. all have ads now. Whether it is in video form or a typical wordy post with a photo attached. Social media is constantly growing with new users everyday. Nowadays, everybody has a smart phone with at least one form of social media. Promoting a business on these platforms are more efficient rather than putting in ad in a local newspaper or on television. You will reach more people in less time.

The rise of TikTok is something marketers have taking advantage of. TikTok has over one billion users on the app. Many of the creators on this platform also have a strong following. Users such as, Charli D’Amelio, Addison Rae, Loren Gray and JoJo Siwa have millions of followers. So, popular brands such as, Chipotle, GymShark, RedBull, NBA and much more partner with these influencers to promote their product. Rather than doing what marketers used to do, the typical wordy post with a photo attached or a link, they are having these influencers create fun, entertaining videos promoting the product. Tiktok videos feel less like the typical ad and seeing your favorite influencer promote something that they “love” will make the consumer more likely to invest in the product.

Below is an example of a Chipotle ad with TikTok star, David Dobrik. David is a famous TikToker with over 26,200,000 Followers. By Chipotle partnering with David, and him expressing how much he enjoys the brand, his followers will also want to take part in the Chipotle hype.

Although, Tiktok is on the rise with their promotions. Tiktok does not apply to all target markets. The average age of TikTok users is between 16-24. Where as other social media platforms such as Facebook, the average age range is between 35-40. Brands such as, Nike, Fitbit, Netflix and Charity pages use FaceBook to appeal to these consumers. These brands choose Facebook over Tiktok because, they won’t find their desired target market on that platform.

Facebook still provides eye-catching ads to the audiences. Brands have been advertising on Facebook for years do to the apps popularity and how simple it is to get an ad on this app. If you are interested in setting up a facebook ad here are the steps:

Im sure as a Facebook user, you have seen an ad while scrolling such as the one pictured above. Has it worked? Did you click on the ad to learn more about the product or the company? The answer is most likely yes.

According to my research, “Yes, Facebook ads work because of their high level of audience targeting, the number of users on the platform, and analytical insights. Through successful iteration and experimentation — combined with a good strategy — brands can see a positive return on investment from Facebook ads.”

Facebook has also introduced video marketing tactics over the past few years. So, what is a facebook ad? “Facebook video ads are paid ad placements that feature a video and can appear in one of several predetermined locations on a visitor’s Facebook screen. You can either create a video ad from scratch or boost an existing post that includes a video from your Facebook account”

It is important to remember how to market on different social media apps. On TikTok, the video ads are given by a direct influencer. The users on TikTok are already fans of the individual promoting the product so the timing does not really matter. However, on apps such as Facebook the pages may be unknown by the user. According to my study, Facebook gets the most viral ads by videos less than one minute and stories less than 20 seconds. However, if the video is a live stream promoting a certain product than they suggest 3+ minutes. It is important as a marketer to take this into account in order to produce successful ads.

These video ads may be more appealing to some users to learn about a product rather than following a link and having to do more reading. A short advertisement video will get the point across quick and easily. Sometimes, videos are more successful than the typical wordy post.

Some takeaways to remember as a social media marketer is, make sure your ads are on the correct platform for your target audience, make fun and engaging content and don’t be afraid to use videos! Videos have shown to be a great tool when advertising. According to mega online retailers, eBay and Amazon, adding a video to a product description can increase sales by up to 35%. Video ads can include anything from how-to instructional guides to testimonials of past customers.

Now is the time to create engaging ads and promote your product! You will see a difference!

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