Video advertising is big business. Video platforms offer advertisers an opportunity to engage with the viewer on a deeper level, establishing relationships and educating them on a product or service. It’s so effective that spending on mobile video advertising is forecast to reach $7 billion by the end of the year.
YouTube a Video Giant
According to the State of Video Marketing 2018 YouTube is by far the most popular video advertising platform with 87% of marketers saying they had advertised using YouTube.
During 2017, users watched nearly a billion hours of YouTube videos every day.
YouTube has more than 1.8 billion users, and while Instagram has recently added longer videos to its arsenal, YouTube is adding shorter ads that users can skip.
Advertisers will only pay for the ad once the user has watched it for 30 seconds.
Dubbed TrueView, the new service is designed to drive users to the advertiser’s site.
According to Google, 47% of the 70,000 American YouTubers aged between 18 and 54 say that YouTube helps them to make a purchasing decision at least once every month.
IGTV and Instagram Live the New Kid on the Block
Instagram video only took fourth place in the same State of Video Marketing Survey, being used by 41% of marketers during the year.
However, with its relatively new video features including IGTV and Instagram Live, YouTube might start feeling the heat sooner than you’d think.
With the launch of IGTV, a new section of the Instagram app as well as a standalone app supporting long-form videos, it is in direct competition with YouTube.
And with its 1 billion monthly active users, content creators are definitely moving towards creating longer videos.
Another feature, Instagram Live, differs from Facebook Live in that it disappears off the screen within 24 hours of the broadcast.
If the advertisers prefer, they can make the videos ephemeral, so that they disappear as soon as they are played.
The fleeting nature of these videos taps into the viewer’s FOMO (fear of missing out).
They must watch now or they will miss the opportunity altogether.
Stories that contain live video footage contain a little icon so that the audience knows to check it out.
Videos can contain up to an hour of footage.
When they start streaming, Instagram lets the followers know so that they can tune in.
Viewers are allowed to comment, and the comments and number of participants are visible to all who tune in.
Instagram Live was an instant launch success with more than 5 million uploads within 24 hours of introduction.
Instagram users engage with brands 10 times more frequently than Facebook users, so grabbing the attention of more than 8 million active users is important.
Fashion on IGTV and Instagram Live
Instagram is particularly known for its appeal to marketers involved in fashion and beauty.
Some research has shown that 96% of fashion brands advertise on Instagram.
Designer Tim Coppens harnessed this power and if you weren’t at his Florence show, there was only one way that you could get to see his collection – through Instagram Live.
He was the first designer to stream his show live in this way.
Recently Louis Vuitton and Gucci followed suit with footage from their recent fashion shows.
Macy’s “Find the Remarkable You”
Macy’s “Find the Remarkable You” campaign helps users to find the fashion combination that best suits them and they’re doing it all using Instagram Live.
The advertisers use Live Share which allows two people to stream video together.
They are partnering with fashion influencers who will each receive a single fashion item, which they can combine with other items of their choice.
They can then tag another influencer and challenge them to do better.
Followers are encouraged to do the same.
Adidas harnesses influencers on YouTube and Instagram Live
Instagram Live – Hip Hop
Adidas is always in the forefront of the marketing and advertising landscape and partnered up with a number of hip-hop stars including Snoop Dogg and Stormzy for its video campaign.
The brand uses different sports to promote different brands.
For the Originals brand, they used the power of musical influencers on Instagram Live.
YouTube – World Cup
On YouTube, Adidas tapped into the World Cup excitement with their “Creativity is the Answer” video ad, showing creative soccer moves – all feet, of course, were clad in Adidas sports shoes.
The advertisements featured a string of influencers including athletes, performers, and celebrities.
People from six different cities were served advertisements tailored to their area.
Netflix Another Dual User
Netflix recently used Instagram Live to show actor Cole Sprouse (aka Jughead) eating a burger for an hour, garnering nearly 700,000 views.
The world’s biggest internet entertainment service also regularly features trailers for its content on YouTube.
Apple on YouTube
Apple has just released four new ads that show people from all over the world doing creative things behind their Apple Macs.
It has also run a series of ads on its iPads showing them as space savers in the classroom, the office or during a flight in a demonstration of their versatility.
Apple runs regular ads on YouTube highlighting all of their new product innovations across the range of their technology including phones and wearables.
Samsung Pokes Fun at its Rival
Samsung video ads are very popular, regularly showing up as one of the most watched of the brands on YouTube.
One of its top ads is for the Galaxy S9.
Its new “ingenious” advertising campaign seeks to attract more buyers.
It does this by poking fun at its rival iPhone, ripping off those features that the iPhone doesn’t have, or which are more advanced on the Samsung G9.
Promoting Vinegar on YouTube
An innovative use of this advertising medium was by Sarson’s Vinegar, which leveraged its market research to increase sales via a video campaign.
Their research found that while younger people are not that fond of vinegar, they are very interested in pickling.
They found this by tracking visits to cooking sites.
Sarson’s harnessed this interest by sharing pickling recipes on YouTube.
The audience was initially served a shorter video and if it found favor, the longer one was served to them.
The ads garnered 4 million views and created renewed interest in the vinegar.
LG takes the number one spot for YouTube
LG took the number one spot on the YouTube leaderboard ahead of the Cannes Lion’s Award Ceremony for global ads.
Celebrating 20 years in India, LG tells the story of a young Indian girl who aspires to become an astronaut and the support that she receives from her mother.
It is a touching story with a happy ending – 100 million people viewed it.
So whether you favor YouTube or Instagram Live, there are limitless opportunities to take your brand to the next level with video advertising, regardless of your brand and business type it’s worth considering as part of your overall social media marketing strategy.
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