How Social Is Changing The Game For Video

Written by Ian Leckey.
· 3 minute read

We’ve all heard the one about how TV is dead and social is the future. Well let me dispel that myth right now as the utter bollocks that it is. You only need to look at the significant sales boost enjoyed by Missguided off the back of their Love Island campaign to see the impact a well executed TV campaign can achieve. So now that we can safely say that there is still value in more traditional video delivery methods, what can channels like TV learn from the huge strides being made in social?

Adapting to changing user behaviours

You may have already noticed the shift towards vertical and square video content, however you’re likely to see that this trend continues over the next few years, particularly on social platforms. the days of having to flip your phone on its side to be able to watch a video properly are quite frankly numbered. In this way, marketers have adapted to their users needs, rather than forcing viewers to adapt themselves.

Now obviously vertical video makes no sense from a TV perspective, however with the rise of on demand services, more and more viewers are watching their favourite shows on mobile devices. This provides an opportunity for marketers looking to stand out from the crowd and do something a little different. It also opens up a hole range of promotional opportunities across mobile platforms.

Less is more

Another benefit of looking at social media when planning more traditional video campaigns is that it allows a deeper analysis of key metrics. Whilst it can be hard to tell how many people are watching a TV advert on one device, and whether or not they actually pay attention, social platforms provide a much more meaningful set of data in terms of video views, length of consumption and so on. We can therefore make use of this data to better inform other video content in terms of length, delivery, etc.

Take the recent study by the Advertising Research Foundation which found that videos six seconds in length received more attention per second that longer form videos. It is this kind of data which can prove invaluable when it comes to rolling out your video content on other platforms. With social you can churn out a number of variations of the same video to test any number of factors before putting it out to a TV audience where you may only get one chance to make an impression.

Stay in the moment

The highly edited content produced for TV can lead to viewers believing that what they are seeing is not actually reflective of the product being promoted due to techniques such as air brushing. Social channels are helping to counteract this by the introduction of live video, which removes the opportunity for editing content and can therefore help build trust in a brand and their products. The fact that this content is ephemeral is another bonus.

Live video has also opened up a whole host of opportunities for brands; from showcasing behind the scenes photoshoots, to influencer take overs, to broadcasting live games. In this way, brands can trial a range of different forms of video content to see which results in the most engaging content, and then look to replicate this on a regular basis to improve results and brand affinity.

Target your audience

Marketers have been making use of consumer data to help them target viewers based on the programmes they are watching to ensure the audience is the right fit for their brand. Whilst this kind of targeting is useful, it in no way compares to the rich data available through platforms like Facebook. This means marketers can make use of social platforms to ensure they are reaching only the most relevant viewers, and therefore avoid wasting budgets.

The real time feedback from social video also allows marketers to quickly change the content being promoted in order to further impact results. Should you find viewers are dropping off after 20 seconds, you can simply shorten the video, or at least ensure that your key messaging comes across within the first 15 or so seconds. Not only that, but you can also more directly track user actions after viewing your content to see metrics such as view through conversions.