Social video is practically synonymous with “mobile video.” More than half of Facebook’s 1.6 billion users are mobile-only, and 90% of Twitter’s promoted video views happen on mobile. And let’s not forget about the video distribution opportunities on mobile-only social platforms like Instagram and Snapchat. What’s the right mobile video platform for your brand to test? Boost Media shares a run-down on your options, starting with YouTube, Facebook, and Instagram.
Youtube video ads
With Facebook eclipsing YouTube by one billion daily video views, you might be tempted to overlook YouTube. But this would be a mistake. Half of YouTube’s 1 billion-strong audience is on mobile. What’s more, the mobile audience is highly engaged, with the average user spending more than 40 minutes per viewing session.
What to use it for: Unlike with social platforms, users aren’t viewing YouTube videos as part of a feed. Videos play with the sound on by default, and vertical video is not recommended. Furthermore, it’s okay to post longer videos—by “longer,” we mean over 30 seconds. These factors differentiate YouTube from social platforms with its ability to users with more in-depth, longer-form content.
Next Steps: To get started with YouTube, check out these 3 hacks to drive ROAS with YouTube ads.
Facebook video ads
Facebook has volume in terms of mobile video audience. On Facebook, as with most other social mobile video feeds, the video auto-plays without sound and is counted as a “view” after the video has played for 3 seconds (compared with YouTube which counts a view after 30 seconds). Even when videos aren’t played long enough to be counted as a view, users still have to scroll past them in their feeds, adding some branding value.
What to use it for:The reach and targeting of Facebook video ads make them a good way to reach a new audience. You could even run short teaser clips on Facebook to drive users to longer videos on YouTube. Compared with Instagram, Facebook users are more receptive to direct response advertising, so you can also use Facebook video ads lower in the funnel.
Instagram video ads
Being a mobile-only platform, Pinterest is primed for mobile video ads. However, there aren’t yet great statistics on Instagram users’ video viewing habits, making it a relatively nascent video advertising option. Conveniently, Instagram ads are managed through the Facebook Ads platform, making it easy to expand existing Facebook video ads campaigns to reach Instagram’s 400 million-strong audience.
What to use it for: Although Instagram recently increased the video length limit from 15 to 60 seconds, the average viewing time of a 60-second Instagram video ad is 7.2 seconds, compared with 4.65 seconds of viewing time on a 15-second video ad. Use Instagram for short, aesthetically pleasing, upper-funnel branding videos.
Where to go from here
Each mobile video advertising option has its merits and use cases. Ensure that your brand is adept at quickly producing high-quality video, cut appropriately for each mobile video platform. If you need help with this, Boost is here to help you create engaging, high-quality video content at scale.
Stay tuned for part II, where we will explore the emerging mobile video advertising opportunities on Pinterest, Snapchat, Vine, and Twitter.