You’ve likely heard many statistics like this one: As a result of seeing a branded mobile video, 40% of those surveyed visited a brand’s store or website. Or, 90% of users say that product videos help them make purchase decisions. Mobile video is highly influential and a critical advertising tool for brands to master. But with so many options for posting and promoting videos, it can be overwhelming. As a follow-up to Part I of this series, Boost Media outlines mobile video and mobile video advertising options.
With 80% of Pinterest traffic coming from mobile devices, it’s an obvious platform to consider when trying to reach a mobile audience. At the moment, brands can pin standard videos organically, and Promoted Video Pins are being beta tested with select advertisers. If you want to start video advertising on Pinterest now, you’ll be testing Cinematic Pins, which is Pinterest’s innovative scroll-activated motion picture format.
What to use it for: According to research commissioned by Millward Brown, 93% of users plan future purchases on Pinterest. Combine that with the statistic that 64% of people who watch a video are more likely to buy online, and you can see how video on the Pinterest platform can be a great way to influence purchase intent.
Next steps: Check out these Pinterest tips for an introduction to Cinematic Pins and to pinning videos organically.
In the advertising world, Snapchat has been famous for its full-screen vertical video ad format and very high financial barrier to entry. But recently, they’ve made announcements like the launch of an advertiser API which would enable advertisers to access ad inventory through an auction. These improvements indicate that it’s time to think about how Snapchat video ads may fit into your strategy.
What to use it for: Snapchat is ideal for short, time-sensitive content. Here’s one way to think about how it may fit into your content strategy: Let’s say you are planning to release a longer YouTube video. You could use Snapchat to generate excitement and interest in your video by releasing “behind the scenes” footage. Unlike other social channels, the sound is on by default and an interaction equals a “swipe-up,” so you’ll want to optimize your videos accordingly.
Next steps: Check out these Snapchat tips to help you get started thinking through your brand’s Snapchat strategy.
Twitter, Vine, and Periscope
Vine and Periscope are Twitter-owned platforms. Vine is all about 6-second looped videos that autoplay with sound in the user’s Vine feed. Periscope enables users to livestream their own videos and share them for up to 24 hours as a “story.” Neither platform offers a video advertising option—their monetization strategy is to connect brands with superstar content producers who get paid to produce branded content as a form of native advertising. But, you can use Twitter ads to promote Vine videos. Periscope videos are integrated into your Twitter feed. It makes sense to think about these three platforms together when building out your Twitter Promoted Video strategy.
What to use it for: Brand-focused advertisers can use these platforms to find and reach a wider audience. More direct response-focused advertisers can combine Twitter Promoted Video with remarketing to drive stronger engagement and purchase intent. Keep in mind that Twitter, like Essentially every video ad platform, has a different way of measuring and charging for a view. For Twitter Promoted Videos, a 2 second view and 50% of the screen showing counts as a view.
Where to go from here
It’s time to evaluate your mobile video and mobile video advertising options and learn first-hand how they’ll each work for your brand. If you need help developing video creative to test across these various platforms, Boost can help. In the meantime, if you missed Part I of this blog series, check it out now. We explored YouTube, Facebook, and Instagram video as mobile platforms.