Video content is a powerful tool for engaging consumers and driving conversions. But knowing whether your paid ads need to utilise this tool can be tricky. There are a few factors that you need to consider such as business type, the budget you have, and even the type of customer your business attracts. Here at S2 Pictures, we like to be open and honest about when video can and can’t be useful for you. So, below we have listed what we think are the most important factors for you to think about when deciding whether or not to invest in video content for your paid ads. Â
How Video Content in Paid Advertising Can Be Beneficial
There's no denying the impact of video content in the digital realm - especially on social media platforms. Videos are great for conveying information quickly and in an easy-to-digest way. This can make video content more engaging than static images or text-based ads. Below are some reasons why video content is beneficial in paid advertising:
Social Media Dominance
With social media platforms such as Instagram, Facebook, and TikTok constantly on the rise video content has also seen a rise in popularity in online marketing. Most of these platforms prioritise video content in their algorithms over static imagery. This makes it easier for brands to reach and engage with their target demographic through video ads than it would be if they were to use an image or text-based ad. For this reason, producing high-quality videos which grab the attention of your target audience can really make a difference when it comes to social media advertisements.
Increased Engagement
Depending on your brand image and the type of industry you are in, video content can attract more attention and generate higher engagement rates compared to other forms of content. Videos typically capture the viewers' interest quickly and keep them engaged for longer than static ads. Most people are visual and like to see interesting and unique stories told by video - this is one of the reasons most of us own a TV! Video content can also be used across social media, websites, and even on streaming platforms which makes it super easy to target multiple audiences across different channels.Â
Improved Conversions
Alongside increased engagement, video content has been found to have a positive impact on conversion rates too. Videos allow you to do a number of things such as showcasing your brand or product features, or demonstrating how to use your products through helpful how-to guides. These types of videos have a persuasive quality that can help viewers commit to making a purchase while they are in the decision-making process.
Enhanced Brand Recall
Video is a great way to tell and showcase immersive and engaging stories. The visual and auditory elements can create an experience for viewers they will remember enjoying later down the line. This could also encourage them to talk about your brand and its video to other people, which increases your brand's reach through organic word of mouth. Brands that leverage video content in their advertising campaigns often increase brand affinity among their target audience and have greater brand recognition.
When Video Content In Paid Ads May Not Be Necessary
While video content offers numerous benefits for paid advertising, there are situations where it may not be necessary or appropriate for your business. Below, we have listed some examples you may want to consider.
Budget Constraints
Producing high-quality video content could be a cost you might not have the funds for. This can be especially true for small businesses or startups with limited budgets. In these cases, it could be more beneficial for you to first focus on other forms of advertising such as text ads and static images - like carousels - to build a greater brand awareness and need for your services. You might find that you are able to increase the demand for your product or services through other forms of paid advertising which can then lead to you confidently investing in video later down the line.
Audience Preferences
While video content appeals to most consumers, it's essential to consider your target audience. If you know your services typically appeal to an older generation you could be wasting your time and budget creating a flashy video that won’t appeal to them. Consider how your consumers would prefer to digest the information and tailor it to their needs rather than following trends. It may be that your customers prefer to read stats and statistics rather than trying to engage with a video.
Product or Service Type
Some products and services simply do not lend themselves well to video content. For example, responsive services, such as an out-of-hours emergency plumber, probably wouldn’t benefit from a video advertisement due to the immediate and unplanned need for their help. A text-based or a singular image with text graphics displaying what services the emergency plumber offers could work better as the customer can instantly get the information they are looking for without waiting for the video to end. Some B2B businesses and niche industries are tailored better towards written or visual formats that display detailed explanations.
Finding the Right Balance
While video content can typically enhance the effectiveness of your ads, it's essential to consider whether it aligns with your overall marketing objectives and resources. For this reason, using a combination of different formats for your ads may offer you the best results. You can gain valuable insights into what your target audience wants to see and which ad type works the best for your brand and business by testing different approaches and diversifying your advertising content.
Ultimately a one-size-fits-all approach may not be the solution for your business. You need to truly understand your business goals and objectives, alongside your target audience to determine whether video ads are the right choice for you.
How S2 Pictures & Logica Digital Can Help
Whatever approach to paid advertising you take, you need to make sure you create compelling and relevant content that will capture the attention of your target audience and ultimately drive results and conversions. This is where we can help.Â
S2 Pictures are a Sheffield-based videography company that specialises in video production services. By letting us know your needs, requirements, and creative vision we can collaborate with you to create the perfect video for any medium and paid ad. We will sit down with you and discuss things such as the budget you have, the results you want to drive, and if we think video advertising is the right approach for your business. Don’t worry! If we think video content will not be beneficial for you, we have another solution!Â
We work closely with Logica Digital - a Digital Marketing agency that is based right here in Sheffield too. They do everything from SEO to paid ads to social media advertising and will devise a digital marketing strategy that will help drive results and increase your brand awareness while keeping your business goals in mind. The best part? Once you’re ready for video ads, we can create your dream advertisement and Logica Digital can help you monitor and reach your goal!
Reach out to us or Logica Digital today if you think we are the perfect fit for your business, or if you simply have a question. We will be happy to help and give you honest advice.