Ever since the television became a standard appliance in homes, video advertising has become almost the definitive way for marketers to reach their target audiences. Recently however, the status quo has changed: video ads have become shorter and denser, and are now distributed mainly via the internet.
It’s tempting to think that you can just dust off your TV spots and throw them on a social channel to get it off the ground, but unfortunately things are not quite that easy. That being said, it doesn’t have to be overly complicated either. Listed below are some tips to get the ball rolling.
- Articulate Your Goals
Start from the top down: what do you want your customers to think, feel, and do after viewing your ad? Well, give them options! At the end of a video ad, offer links to your other social channels, websites, more videos, etc. The biggest difference between television and the internet is the intractability of the latter, so utilize that as much as you can. - Target the Right Formats
Facebook is not “just Facebook,” given all the differences between the desktop and mobile version of the platform, and even differences within separate mobile apps! Be sure to test your videos so they work well on the devices that your audience will be using the most. To go above and beyond, don’t just make sure they work: optimize the unique features of each. - Select the Right Buying Model
Think back to #1, and let your campaign goals affect your buying model. If you care more about the number, type, and frequency of viewers, shoot for a CPM (cost per thousands) model. If you’re interested in the full video reaching whoever it can, stick with a CPCV (cost per completed view) model.
For more tips, check out the full list over at Mashable.