A Marketer’s guide to a successful social media video campaign 


Creating a successful video campaign on social media can be quite a challenge. What is the best way to appeal and engage your chosen target group? To help, we created a short overview of some do’s and don’ts when creating a video campaign on social media.


Do’s:

  • Clear structure
  • Short videos 
  • Clear message
  • Captions and transcripts
  • Match the video to the platform
  • Check viewers who watched your video ad for over 3 seconds

Dont’s: 

  • Long videos
  • Unclear call to action
  • Unstructured
  • Focus only on sound
  • Not coherent with the brand identity
  • Include every measured viewer in your results


How to structure the perfect video


Start your video with a clear problem statement in order to catch the viewers attention. They may be able to relate to this problem. Offer your brand as a solution. You can easily highlight your unique selling points as a brand. Continue by explaining what the actual features and benefits of your brand, product or service are. This way, the viewers clearly understand why your brand can be the solution. Lastly, make sure to include a clear call-to-action. This can be a deal, promotion or offer to persuade the viewer to actually take this action.


Short and straight to the point


In order to make a video that stimulates viewers to keep watching until the end, we recommend sticking to a maximum time frame of 15 seconds. Longer videos decrease engagement from the viewers and are simply not as appealing. 

Additionally, the sender of the video as well as the call-to-action (CTA) should be clear within the first three seconds of the video. Which brand or organization is sending you this message, and what do they expect you to do? Either forms of engagement, branding or conversions could be expected. Though, the actual goal of a video campaign can be complicated to determine.


What are your goals?


Generally, video campaigns on social media are very suited for branding. Think of increasing brand awareness, brand trust and promoting either a product launch, specific offer or event. Additionally, video campaigns can be used if you want to either tell a story or educate your public. Thus, if the message can be effectively communicated through visual storytelling or demonstration, then a video ad may be the best choice. 

Conversions are harder to reach with video campaigns, and a still image would be recommended instead. Thus, if your main goal is conversions, website traffic or to generate leads, do not use a video campaign.


Match the video to the platform


Another important detail is to make sure your video is the right format for the type of social media you would like to use. For example, never use a square video for a Youtube campaign. Instead use an aspect ratio of 16:9 (landscape) or 9:16 (vertical). Choosing the correct format makes your campaign more visually appealing, thus choose wisely. 

TikTok  is known for short-form and highly engaging content with a focus on trends and creativity. Video ads on TikTok often blend seamlessly with organic content and should align with the platform’s fun and authentic vibe. You use TikTok to target a younger audience, mainly Gen Z.

Instagram users expect visually appealing content, so focus on high-quality visuals, concise messaging and a clear call-to-action (CTA) that fits the platform’s aesthetic. The platform generates high engagement rates. 
Where TikTok and Instagram are known for having short videos be more effective, on Facebook and Youtube one might want to increase the video duration between 15 and 30 seconds. These platforms are both more focussed on story-telling and have a wider audience range. For YouTube, think of a tutorial format for example. We would still recommend keeping the video as close to 15 seconds as possible.


Show your brand!


Make sure your video is in line with the brand style. Your video campaign should be coherent with your other promotional materials and the brand identity. This may seem self-explanatory though many brands, small or big, have difficulty following this guideline. That is why we like to highlight that when creating video ads for social media, it’s crucial to maintain consistency with your brand’s visual identity, tone, and messaging. This consistency helps to reinforce brand recognition and builds trust with your audience.


Include all types of viewers


Did you know that 85% of videos on social media are watched without sound? Adding captions and transcripts allows people to enjoy your content without turning on the sound. This includes people that may be scrolling whilst in a public place without headphones and would rather not have others listen in. Adding captions and transcripts to your video ads can also improve their search engine optimization (SEO) performance. By including relevant keywords and phrases in your captions, you increase the likelihood that your video will appear in search results, driving organic traffic to your content.


Decoding View-Through-Rate (VTR)


To track the results and thus see how well your video resonates with the target audience, make sure to regularly check the view-through-rate (VTR),  the number of completed views of a skippable ad over the number of initial impressions. This can be tricky! Be aware that 90% to 95% of viewers scroll past your video unconsciously. Therefore, it is not accurate to look into the people who viewed the first three seconds. 

What is more interesting is to look at people who watch more than three seconds, thus between 25% and 100% of the video. This gives a more accurate insight on how interesting the video is to your audience. A successful video ad typically retains at least 50% of viewers for its entire duration, though this is dependent on the type of content and platform. For TikTok this is applicable, though for Instagram and Facebook video ads, achieving a view-through rate of 25% or higher is generally considered successful. Instead, for YouTube ads, achieving a completion rate above 70% is considered as a strong performance. However, it’s essential to note that shorter ads often have higher completion rates, as viewers are more likely to watch a brief ad in its entirety compared to longer-form content.

Navigating these metrics can be challenging, and distilling them into an effective strategy can be tricky or sometimes may require expertise. However, we have some examples to help you out. 


Examples


   An example of how to do it:         An example of how NOT to do it:


In conclusion, creating a successful video campaign for social media requires careful attention to several key factors. By adhering to the previous do’s and don’ts, you can maximize the impact of your video content and effectively engage your target audience.


📩 Unsure of how to navigate these factors? Our experts are happy to help! Reach us at:  info@imlounge.nl

Amanda de Jonge van Zwijnsbergen About the author

Amanda@imlounge.nl

Media Consultant | T. +31(0)207727577