Why do I need different videos for social media and TVC?
“Social media marketing videos it is different.”
Why do I need different videos for social media and TVC?
Sure it is very easy to just pop your TVC onto your website and social media, but there’s a better way to use your marketing videos.
Social media is different to mainstream TV. There are the technical differences and there are the different ways people engage with the platforms; so your marketing videos should suit the differences in the technical aspects and the audience experience.
In many ways TV is a passive placement of your brand alongside many other brands, beside a TV program, or across multiple programs on a channel or more broadly placed within a geographical area. As branding tool, particularly with older demographics, it can be very effective.
For most brands, due to marketing budget and the ability to hit the most people across a campaign, most TVCs are 15 or 30 seconds in length. But it is more about what people do after they see your TVC that influences what you do with the video on social media. Ideally, people are engaged and head to Google then to your website, or head to social media to learn more about your brand.
As soon as an engaged potential customer is on those platforms you want to remind them why they are there; that can be the role of your TVC on your website or social media.
But social media marketing videos it is different.
At its best, it is active. Your brand is inside content people are actively looking at.
This means creating a suite of videos for the different platforms.
While the technical aspects of TVC can be restrictive, social media provides countless options. It allows for videos of any length. There are some restrictions, Stories need to be in 10 second sequences; videos over 1 minute on Instagram are broadcast on InstagramTV. Also, stories and newsfeed videos need to be optimised for the different dimensions in those features.
What you can do with a series of video on social media is profound. You can use your TVC branding or call to action video in a campaign directly to people who don’t follow your page. You can campaign directly to a (generally) younger audience on Instagram. This can mean a slight change in the music bed for specific audiences or the use of a voice over alongside the text in the video.
Research published by Facebook also suggests that straight to camera speaking video (like many TVCs) can influence older demographics more than younger. The same research suggests that graphics and text-based video are less effective on younger audiences.
Your TVC won’t engage every type of audience or be effective on every platform; so too your social media specific videos.