Benefits of Using Native Video in your Marketing
What is native video?
Native video is video content that is uploaded directly to (or created on) a social network and played in-feed on that platform. For example, on Facebook, a native video would be a video that is uploaded directly to Facebook, rather than a link shared from YouTube or Vimeo.
The beauty of native video is that it doesn’t interrupt the user experience with unnecessary extra clicks or new windows, meaning the content is something viewers are more likely to engage with rather than an annoying distraction in their news feed.
Why use native video?
They get better reach
Social media sites like Facebook want to keep users on their platform rather than have them enticed down a YouTube rabbit-hole, so they’ve set up their news feed algorithm to give precedence to natives. So the bottom line is: upload your video directly to Facebook and Facebook will promote it more than they would a link to YouTube or Vimeo. It’s that simple.
They command more attention
Attention-gathering is the forte of the big social media channels and it’s primarily down to how the platform prioritises the content via their user experience design.
When you upload a Facebook native video it appears larger on the platform than just sharing an external link, ultimately making it more enticing to the viewer.
Benefits of using Native Video in your Marketing
Native video has an advantage over third-party embeds
Search engines and social media platforms have their own algorithms that highlight the best results for a search. This is the same for native video, especially native video uploaded to Facebook, which favors native over embedded digital video content.
Native video makes your videos auto play
When you post your videos directly to certain social media platforms, they auto-play. This means that you’re going to receive more views on your video when you post it, because it makes it easier to watch and requires less effort from the viewer.
Also auto playing videos are more likely to grab the attention of casual scrollers and not just people who know your digital business or brand.
Improved Analytics and insights with native video
Social media campaigns rely on accurate and detailed analytics for long-term success, and using video natively on some social media platforms gives you a whole wealth of analytics.
Top tips for native video advertising
Focus on one goal at a time
This helps to know whether the placement of a native ad is having a positive impact on marketing business objectives or not. In order to track performance, it’s always good to have one clear KPI in mind and see the results in real-time. For example, don’t try to focus on CTR, view completion rate and sales all at one time, pick one!
Video creativity is more effective than just “showing off” a product or service
While the purpose of every ad is to shine the light on a product or service, consumers today are exposed to an endless amount of adverts. As a result, creativity plays an important role in grabbing the attention of audiences. For this reason, telling stories through video can create more engagement compared to just “showing off” products or marketing services
Video length should be in line with the sales funnel
If the sales funnel is long, it’s a good idea to have a longer video. For example, when advertising a complex service that requires loads of explaining, then having a short video ad is unlikely to be effective. As the consumer gets closer to the purchase decision, it’s better to have a short video that can quickly illustrate the benefits of your product or marketing service.
Quality content is always a good starting point
Brands should always strive for quality content. No matter what size budget is set aside for native ads, it is important that the script and images are engaging. We have found that a good starting point is to create a video ad made from high-quality images, scripted in no more than three short paragraphs. This ensures the messaging focuses on the brand message and value proposition.