Which Paid Social Channel Is Right For Your Video?Amy Onorato 03.25.2019
Chances are, you’re already promoting your videos on social channels. Video is one of the most popular types of online media, and with new formats like personalized dynamic video, the opportunities to create compelling paid social campaigns is only getting better.
But when it comes to social advertising, the biggest challenge is making sure you’re spending money in the right places. Making sense of paid social isn’t a one-size-fits-all game. How do you determine the best channels to invest in as a company?
First, What Is The Goal Of Your Video?
Before you get started, sit with your team to determine what results you want to get out of your efforts.
Paid social campaigns typically break down into one of three goals:
- Brand Awareness: You want your video to reach as many people as possible
- Driving Traffic To Your Website Or Offer: You want people to visit your website, access more content, or be directed to a landing page.
- Lead Generation: You want people to sign up for an event, subscribe to your content, or request more information.
Who Is Your Audience?
Once you’ve determined the goal of your video, consider your audience. Who are you trying to reach? Things to consider:
- Are you looking to reach different demographics, like location, job title, or interest?
- What social channels are your customers using the most, and how are they using it?
- Where are your competitors advertising?
This will help you set the framework for targeting, wrangle in your budget, and determine the best channel for you.
Different goals require different types of strategy. For example, if you’re running a brand awareness campaign, you may want to cast a wider net since your goal is to expand your reach. On the other hand, a lead generation campaign requires careful targeting — you want to make sure the people who engage here are the people most likely to make a purchase, or will continue to engage with your company, so you are getting the best ROI.
Picking The Right Paid Social Channel
Now that you’ve got your desired audience(s) and your overall goal, you can start building the framework for your campaign.
Paid social channels generally run on a bidding system, tied to different metrics. The goal of your video, combined with your targeting strategy and the length of your campaign will determine total campaign spend.
Typically, campaign goals are tied to set metrics. For social video advertising, the most common metrics are Cost-Per-View (CPV), Cost-Per-Click (CPC) or Cost-Per-Mille (Cost per 1,000 impressions), or CPM.
YouTube advertising is done through Google’s ad network. According to Influencer Marketing Hub, YouTube ads have an average CPV of $0.10-$0.30. YouTube prioritizes longer engagement — meaning CPV doesn’t kick in until after a video has been viewed for 30 seconds or more. So if you’re aiming for longer view times, YouTube brings more bang for your buck.
Facebook’s CPV kicks in after a viewer has engaged with your video for 10 seconds. This option is good for brands looking to engage with viewers for longer periods of time, giving flexibility for longer-form video formats.
With 2.27 billion monthly active users, Facebook is a popular mediums for video advertising for both B2B and B2C companies. According to Go-Globe, Facebook videos typically receive 135% more reach than photo, making it an attractive option for better engagement. Bidding varies widely depending on industry and demographic. Wordstream has a pretty great breakdown here.
Instagram has been predominately a B2C channel. Video ads can include CTAs that allow users to shop right within the platform after seeing a post in their feed. Brands can also engage through sponsored content on Instagram Stories, that allow users to interact with videos, and learn more in real-time.
According to AdEspresso, the average CPC for Instagram ads ranged from $0.70-$0.80 per click in 2018. Instagram’s audience is typically younger and predominantly female. This could make it potentially more expensive to bid if you’re targeting those audiences.
B2B brands have opportunity to thrive on Instagram too. Company culture videos and shorter, more compelling ads can give B2B companies a chance to engage potential employees and boost brand awareness.
LinkedIn offers three different types of social video campaigns:
- Send people to your website or piece of content (CPC campaigns)
- Collect leads (collected through LinkedIn lead gen forms)
- Get video views (CPM/CPV campaigns)
LinkedIn bidding starts at a daily minimum of $2 a day, but the average CPC bid runs at around $7-$8. If you’re aiming for lead generation, LinkedIn can quickly become more expensive than other channels. Highly-targeted campaigns are paramount to ensure you’re spending budget in the right place.
For a complete breakdown of LinkedIn video advertising, check out our guide here.
Twitter offers two types of video promotion:
- Promoted Video Views: Your video is promoted to your target audience.
- In-Stream Video Views: You video runs as ad pre-roll, paired with premium content.
With promoted video views, you can choose to bid on with 3s/100% (which means viewers watched your video for three seconds, at 100% view) or a general per video view. If you want to maximize engagement, you consider the 3s/100% option.
Twitter is a fast-moving medium. The shelf-life on your content is typically shorter, and you have less time to engage your audience. Short video works best…so maybe save that three-minute explainer for another channel. Events-based campaigns (like running a promotion during an awards show, or major sports game) can also help ensure you’re getting the most exposure when people are tuned in to trending topics.
Social Video Optimization
Regardless of what channels you choose, it’s important to make sure your campaigns are running at their best. Here’s a few tips:
- Fix campaign length: If you have a tight budget, make sure you’re monitoring length of campaign and daily bidding limits on a regular basis to ensure you don’t overspend.
- Set Manual Bids: Most social platforms allow for auto-optimized bidding, but setting bid manually gives you greater control over your own budget needs.
- Make sure it’s viewable on mobile: Increase video accessibility by making your social videos mobile-friendly.
- Add captions: Captions allow viewers to watch your video with or without sound, which can help with engaging users.
- A/B Test Campaigns: A/B testing will allow you to see which campaigns are performing better over time, allowing you to refine your campaigns and play to strengths. For more on A/B cost analysis, check out our free ROI calculator here.
- Target, target, target: The more strategic you are with targeting, the better ROI you will receive in return. Consider creating several smaller campaigns with highly-targeted audiences to ensure you’re putting your resources where they will be the most effective. Look at your audience list, and check it twice.
Choosing the right paid social platform is different for every company. Ideally, you want to have a presence on the mediums that matter most to your brand, presented in a way that best aligns with your overall goals. That way, you can ensure you’re in the right place at the right time, without breaking the bank.