Paying for plays: Using paid social to promote video

Are you looking for opportunities to increase views for your brand’s online videos? Try allocating your budget to establish a strong presence on social media. According to a study by Telly, social media recommendations actually trump search engines when it comes to video discovery, specifically on mobile devices.

To start promoting your videos now on mobile and desktop, check out these three paid social media services:

  • YouTube TrueView: YouTube TrueView ads offer a couple different ad formats, though we typically see the most engagement from pre-roll In-Stream ads. With video ads, you only pay when someone chooses to watch the ad. Additionally, you can target users based on who they are, where they’re located, and what they’re interested in – ensuring that your videos are reaching the most qualified viewers. Video ads can be easily created using Google AdWords and feature a YouTube Analytics tool, making it easy to pull reports and track performance to make optimizations.
  • Facebook Promoted Posts: Boosting page posts is an easy, effective way to reach more users with your posts in News Feeds and encourage likes, comments, and shares. Facebook advertising offers a vast array of targeting options and can be integrated to use remarketing lists and custom audiences. When promoting video content on Facebook, you can either post a link to a YouTube video or upload a video directly to Facebook. When a user selects a video hosted on Facebook, a large screen pops up and they can watch the video in that new window. In this instance, comments are more visible to the right of the video, making a user more likely to engage with the video. We’ve even tested video posts in both formats here at iProspect with a Tools/Lawn and Garden client. The average CTR increased from 1.6% on the YouTube video post to 6.13% on the Facebook video post

  • Twitter Promoted Tweets: Much like Promoted Posts on Facebook, Promoted Tweets are a great way to expand the reach of your tweets and encourage engagement through retweets, replies, favorites and follows. Targeting options include interests, keywords, handles, and tailored audiences. As Twitter is strongly focused on fast pace, real-time updates, it’s not the most ideal platform for hosting long-form video content. As an alternative, many brands utilize Vine in unique and creative ways to create short and entertaining video clips to grab viewers’ attention.

While search is certainly an integral piece to making sure your video content gets discovered, social media cannot be ignored. Using paid media efforts to build a presence on channels like YouTube, Facebook, and Twitter will help increase your reach and encourage social sharing of your content.