Video advertising – how to use it properly for your business

What is video advertising?

In today’s digital age, online advertising has become an essential part of any marketing strategy. With social media platforms such as Instagram, TikTok and Facebook having billions of active users, online advertising has the potential to drive business growth. However, with so many different types of online advertising, it can be difficult to know which ones to use and how to get the most out of your advertising budget as an online marketer.

One type of online advertising that has become increasingly popular in recent years is video adverts. With the increasing consumption of video content, video adverts offer businesses a unique opportunity to capture viewers’ attention and get their message across in a memorable and engaging way. In this blog post, we’ll look at the different forms of video adverts and explain the potential benefits of using them in your marketing campaigns.

What content is suitable for video advertising?

Video advertising has established itself as a powerful tool for addressing and engaging target groups. However, to maximise the full impact of this form of advertising, it is crucial to choose content that is not only visually appealing, but also relevant and compelling to viewers. But what specific content is particularly suitable for video advertising and how can it be optimised to achieve maximum impact?

• Product demonstrations: These videos show in detail how a product works, its features and benefits. They help potential customers to better understand the product and see how it can fulfil their needs.
• Brand stories: This type of video tells the story of a company, its values and its mission. They create an emotional connection to the brand and help to gain the trust and loyalty of customers.
• Customer experiences and testimonials: Real customers share their positive experiences with a product or service. These videos serve as social proof and can significantly increase the credibility and appeal of a brand.
• Instructions and how-tos: Educational videos that show how to use a product or complete a specific task. They offer added value for the viewer and position the brand as an expert in its field.
• Event reporting: Videos that report on events, trade fairs or company events. They offer insights into the activities and commitment of the brand and can promote interest and participation in future events.
• Unboxing videos: These videos show the unboxing of a new product and offer a first impression of its appearance and functions. They are particularly popular with new or highly sought-after products and arouse the curiosity and anticipation of viewers.
• Comparison videos: Videos that compare different products or services and show their advantages and disadvantages. They help viewers to make informed decisions and position the brand as transparent and customer-orientated.
• Promotions and special offers: Short, engaging videos that advertise special offers, discounts or limited-time promotions. They create a sense of urgency and motivate viewers to take immediate action.

Types of video advertising

In recent years, a large number of video advertising formats have developed on various platforms such as TikTok, Instagram, Facebook and YouTube. More and more video formats are crystallising depending on the platform. Just think of Instagram reels, YouTube shorts or Facebook stories. The big online companies such as Meta, TikTok and Google have long recognised that video content is the most popular type of online content. Video content is the easiest for users to consume and is also much easier to memorise than text or images alone. In this section, we will take a closer look at the basic types of video advertising.

• In-stream videos: In-stream video ads are the most common form of online video ad. These adverts appear before, during or after a video that the viewer has selected to watch. In-stream adverts are usually skippable, meaning the viewer can skip them after a few seconds. Some platforms also offer non-skippable in-stream adverts (for example YouTube), where the viewer must watch the entire advert before continuing with the video content.
• Out-stream videos: Out-stream video ads are video ads that play outside of video content. They can appear as auto-playing videos on a website or social media platform or as videos that play between articles in a news feed. Out-stream adverts are generally less intrusive than in-stream adverts as they do not interrupt the video content the viewer is trying to watch. On the other hand, the advertising video is not as present here as with in-stream adverts. In classic online marketing, most people therefore use in-stream adverts.
• In-banner videos: These videos are embedded in banner ads on websites and play automatically or after user interaction. They are an effective way to grab users’ attention without interrupting the reading flow and are well suited for quick, visually appealing messages.
• In-text videos: These videos are integrated into the body text of articles or web pages and play when the user clicks or scrolls over them. They offer a seamless way to provide additional information or deepen content without detracting from the reader experience.

Our recommendation

Our marketing experts at stylink UGC recommend that online advertisers primarily use social media ads and in-stream ads. Here you can target users relatively specifically, use authentic video content and draw attention directly to a website or product. If you want to place video adverts on YouTube, we recommend the option of a skippable, in-stream ad. Here you only pay after the user has actually watched at least 10 seconds of your advertising video or clicked on your advert.

Advantages of video advertising

Video advertising offers a number of advantages that make it an indispensable part of modern marketing strategies. The most important advantages of video advertising are listed and explained in more detail below.

• High engagement rate: Video advertising attracts viewers’ attention more than static content and encourages more intensive interaction. Visual and audio elements together captivate the audience and increase the time spent on the advertising page.
• Better conversion rates: Videos can convey complex information in a simple and engaging way, increasing user trust and purchase intent. They lead to higher conversion rates as they support decision-making and motivate customers to take action.
• Increased reach and visibility: Videos are shared and viewed more frequently on social media and video platforms, which leads to a wider distribution and higher visibility of advertising messages. They therefore reach a wider audience and increase brand awareness.
• Measurable results: Video advertising offers detailed analysis tools to track the success of campaigns. Key figures such as click-through rate, playback time and engagement rates provide valuable insights into performance and help to optimise strategies.
• Versatility: Videos can be used for different purposes and formats, be it for product presentations, tutorials, testimonials or event coverage. This versatility makes them a flexible and effective marketing tool.
• Easy customisation and scalability: Video content can be easily updated and adapted to different target groups. Campaigns can be easily scaled to reach both local and global markets, enabling a dynamic and growth-orientated marketing strategy.

What needs to be considered for video advertising?

When creating and implementing video advertising, there are numerous factors to consider to ensure that the campaign achieves its objectives and maximises its impact. From precise target group analysis, appealing design and technical implementation to the selection of suitable platforms and measurement of campaign performance – the most important aspects that are decisive for the success of video advertising are highlighted below.

• Target group analysis: It is important to know the target group precisely and to understand their preferences, behaviours and needs. A thorough analysis helps to design the content of the video advert in such a way that it appeals to the target group and captures their attention.
• Clear message: The message of the video should be clear and concise. As viewers’ attention spans are often short, it is crucial to convey the main message quickly and clearly.
• Visual and audio quality: High-quality visual and audio elements are essential to appear professional and keep viewers interested. Poor visual or audio quality can reduce the credibility and impact of the advert.
• Platform-appropriate adaptation: Videos should be optimised for the platform on which they are published. User requirements and preferences may vary depending on the platform, so it is important to adapt the format, length and style accordingly.
• Call-to-action (CTA): An effective call-to-action encourages viewers to take a specific action, be it a purchase, visiting the website or sharing the video. The CTA should be clear and easy to understand.
• Mobile optimisation: As many users watch videos on mobile devices, it is important to ensure that videos display well on small screens and load quickly. Mobile optimisation is crucial for reach and usability.
• Compliance with technical specifications: Each ad network and platform has its own technical requirements and specifications for video ads. These specifications should be strictly adhered to in order to avoid problems with the delivery of the adverts.
• Emotional appeal: Videos that tell emotional stories or appeal to feelings are more likely to be remembered and shared more often. Emotions can create a strong connection to the brand and increase engagement.
• Continuity and consistency: Video advertising should be consistent with the brand identity and other marketing materials. A consistent message and design across different channels strengthens brand recognition and image.
• Performance tracking and optimisation: It is important to continuously monitor the performance of video advertising and analyse it using metrics such as click-through rate, engagement and conversion rate. Based on this data, campaigns can be optimised and adjusted to achieve better results.

Conclusion

Video advertising is a powerful tool that companies should not underestimate. It offers the opportunity to communicate messages in a way that other media cannot. With the right planning, production and placement, video advertising campaigns can become a significant factor in a company’s success.