Platforms like Facebook, Instagram and Twitter have become popular global hang-out spots, with a whopping 33% of the world’s population using social media regularly (eMarketer, 2016). The sheer volume of users, in addition to the granular targeting options available, makes social media a powerful force for communication.
Incorporating video into your social media advertising strategy is a great way to get ahead of the curve. 54% of consumers want to see more video content from their favourite brands (HubSpot, 2018), so video animation communicates with social media users in the format which they find most engaging.
Video is also a versatile medium, offering seemingly endless marketing opportunities. In this vein, we’ve collated some of the top uses for video animation on social media:
1. Increasing brand awareness
People need to know about your brand and its offering before they can be convinced to buy. Posting a fun intro video on your social media channels, offering a brief introduction your brand, products and services, is a great way to increase brand awareness.
So, why is video such an effective format? Social media algorithms favour content which attracts plenty of engagement. At the same time, social media users have identified video as their favourite content format (Clutch, 2017). Video engages users and encourages user interactions, so it circulates more easily on social media than other types of content. As such, posting an intro video animation on your Facebook and Twitter profiles is an effective way to increase awareness, telling new prospects what you do and what you can offer them. You can even pin the video to the top of your social media page to ensure maximum visibility.
Paid social is even more effective at reaching new audiences, because it opens up a wealth of granular targeting options, allowing you to get your animated video in front of the people who are most likely to prove valuable for your business. Paid social delivers excellent reach, whilst providing a direct line to qualified prospects.
2. Informing users about products
Product videos give prospects a detailed insight into your product’s core functions, what it looks like and how it works. They are powerful communication tools, educating the user, building trust and encouraging purchases
Product videos are particularly valuable on paid social, where granular targeting can be used to show your video to audiences who are most likely to convert. On Facebook, you can target users based on interests that are relevant to your product offering, or you can create lookalike audiences, which mirror the demographics and behaviours of real users who have taken a specified action on your website. The wealth of targeting options available on social media allows you to deliver effective messaging to your ideal audiences and educational product videos can be an effective way to drive conversions.
3. Boosting web traffic
Include a call-to-action button on your social media video posts, linking through to key pages on your website. For example, if you use a product video in a post, then you should include a clear call-to-action such as “learn more”, or “buy now”, inviting the user to take the next step on your website. In this way, you can encourage social media users to visit your website and guide them down the marketing funnel.
4. Encouraging conversions
Whereas prospecting adverts should be light and engaging in tone, more sales-focused content is ideal for remarketing campaigns. For example, you can target users who have already visited a specific product page on your website with an informative product video. Showing previous site visitors an engaging video animation adds add an extra level of persuasion, informing users and giving them a nudge to buy.
5. Answering common customer queries
Many customers look to brands’ social media channels for answers to their queries. In fact, 70% of YouTube users watch videos to find answers to their problems. Use an animated customer service video full of handy FAQs and product demonstrations in order to answer customer queries. This will help customers to make the most out of your product; increasing customer satisfaction and retention. Educational animated videos should be hosted on your YouTube channel, and can also be shared on other key social media channels such as Facebook, Twitter and LinkedIn.
There’s no doubt that video animation is incredibly versatile. From audience engagement, to encouraging conversions and enhancing customer support; there are a variety of ways to incorporate video into your social media strategy. Want to find out more about the types of social media animation we offer at r//eplay? Get in touch with our experienced animation team today.