Nearly $20 billion were spent on video advertising in the United States in 2020. That number is expected to be $22 billion before the end of 2021, according to Statista. Video advertising is a big business, and it will only get bigger. Here is what you need to know about video advertising:
What is a video advertisement?
If you've ever browsed YouTube, you've probably seen a video advertisement. Commercials that are shown before, during, or after a video are considered to be a "video advertisement." This isn't unique to YouTube, as many marketers have also used video advertising on Facebook, Snapchat, and Instagram. It's fair to assume that it is only a matter of time until TikTok also welcomes in video advertisers.
Video advertisements have grown in popularity in the past decade, and will only become more common in the following decade. As internet bandwidth continues to increase even in remote areas, more video advertisements can be expected in the future.
Are video advertisements effective?
Yes, if done correctly. Rather than making an advertising campaign that caters to a broad audience, a micro campaign can be more effective. The tech giants have been collecting data on their users for years, and that allows you to precisely target who views your ad. Implementing a successful micro campaign can be quite complex, but HubSpot Academy offers many free courses to guide you along the way to increased sales.
Additionally, social media video advertisements are much more accessible to those with small budgets. Unlike the days of old where a 15-second commercial would have a minimum five-figure price tag, online video advertising can be much cheaper. You can literally set your daily ad budget to 25 cents a day if you want to. It won't get a ton of exposure at that price, but it is an option.
How to make an advertisement video
Besides the obvious, like software, here’s what you need to get your video advertisement going in the right direction.
- Set Your Goals.. The first step to making an advertisement video is to clearly identify goals. What do you want people to do after seeing your ad? Are you trying to grow an audience? Do you want people to buy a product or service? Maybe you're simply trying to increase brand awareness? Whatever the case, make a clear goal of what you want the video ad to actually accomplish.
- Know Your Audience. Next, decide what demographic you want to target. Demographics can play a huge role in designing your video advertisement. For example, Millennials are far more persuaded by ads that are less than ten seconds, according to Search Engine Journal. As millennials have pretty much grown up online with mountains of content that compete for their attention, your ad needs to be quick and to the point.
- Captioning. Regardless of who your ad is targeted at, all video advertisements should have one thing: captioning. You don't know if your viewers will have access to audio or not. Their Bluetooth earbuds can have a dead battery while they're in a location where it would be rude to pollute the air with digital volume. Without captioning, your advertising won't have any effect. According to uscreen, 85% of Facebook videos are watched on mute. If your video advertisement won't work without audio, then it won't work at all.
That is a quick introduction to video advertising. Understanding how to run successful video advertising campaigns can very much be a trial and error process, so do be sure to keep your data organized and do as many A/B tests as possible. Double down on what works, and abandon what doesn't work. Don't forget to innovate and try new things.
Need to Download VideoStudio?
Download a free 30 day trial now!