Going Native: How to Capitalize on Native Video Advertising

Business.com / Social Media / Last Modified: February 22, 2017

If you’re looking to drive brand awareness and conversion, video advertising is one of the most effective media types for many businesses.

If you’re looking to drive brand awareness and conversion, video advertising is one of the most effective media types for many businesses.

If you don’t have much experience with video advertising, however, the terminology (native vs. pre-roll?) and the process can be overwhelming, even for experienced marketers.

We’re here to help you nail it down. Below, we explain exactly why native video advertising is superior to pre-roll advertising and why it’s a great option for social media marketing.

Then, we show you how to leverage native video ads on Facebook and Twitter.

Related Article: How to Use Video Marketing to Promote Your Small Business

Why Is Native Video a Superior Option?

It’s important to understand the differences between pre-roll and native video advertising before you create your first video ad, as it could drastically change your production strategy.

Pre-roll video ads are the short ads forced on Internet users before they can enjoy a webpage’s content, such as the ads that appear on YouTube before you’re shown the video you selected. These kinds of video ads typically focus on generating top-of-funnel leads.

Native video ads are a bit different. These ads blend seamlessly into a user’s social media feed. As a user scrolls through Facebook or Twitter, they’re shown your video. Native video advertisements are click-to-play, allowing users to decide whether or not they want to watch, and are usually much longer than pre-roll video ads.

Either option can be effective for promoting brand awareness and driving engagement, but native video advertising tends to be vastly more effective. In fact, a study found that native video ads generate a higher brand lift than pre-roll ads 100 percent of the time. There are several reasons that this is the case: 

  • Native video ads provide users a choice, enticing them to click to learn more.
  • Pre-roll ads are an interruption, meaning they’re much easier to tune out and ignore, even when they’re played.
  • Native ads have no restriction on length, giving businesses the ability to offer more information.

Why Native Video Advertising Is Effective Across Social Media

Native video advertising and social media marketing go hand and hand—video is an engaging media type and social media platforms encourage user engagement. Every single share, like, and comment your video receives can bring a lot of value to your business. For Twitter specifically, a SumAll study found that the average Tweet is worth $25.62 to a business, and each retweet is worth $20.37, meaning your video ad could ultimately pay for itself many times over.

And most importantly, native video ads don’t look like advertisements to social media users. This means that with the right video message and design, your audience won’t even know that you’re trying to sell them something, and they’ll appreciate you all the more for it.

Now that you understand just how well native video advertising works across social media platforms, check out these best practices for employing them on Facebook and Twitter:

Best Practices for Facebook Native Video Advertising

  • Pay attention to length. Just because you can make a video as long as you want doesn’t mean that you should. Remember: the longer the video, the harder you have to work to keep a viewer’s interest.
  • Start with a bang. Your video ad should grab your Facebook audience’s attention as they scroll through their timelines. Make sure to provide a hook within the first ten seconds of your video. Also, be sure to pay particular attention to the title, as it has to be interesting enough to entice your audience to check it out in the first place.
  • Take advantage of Facebook’s video tab. This tool allows you to store and organize your videos right on your Facebook page. You can even organize your videos by topic into specific playlists, allowing your audience to keep digging into a particular topic if your associated video ad catches their interest.

Related Article: The Breakthrough of B2B Video Marketing

Best Practices for Twitter Native Video Advertising

While Facebook and Twitter are very different platforms, native video advertising best practices for each are similar. Keep in mind the above tips, but use these Twitter-specific ones to optimize your native video ads across the social site: 

  • Test your thumbnails. Twitter provides you the option to choose a thumbnail for your video. Keep in mind that if the thumbnail isn’t appealing, you won’t get many video views, so test several different thumbnails to see which drives the most engagement.
  • Pay attention to the Tweet. The Tweet you promote alongside your video is important, too. Make sure to incorporate hashtags, as Tweets with 1-2 hashtags enjoy a 21 percent boost in engagement.

Native video advertising extends the reach of your marketing in a way that your audience actually appreciates, and with these tips, you’ll be the highlight of their newsfeeds and timelines in no time. Make sure to leave your own native video advertising tips in the comments below!

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