Currently, there are different media and platforms for message and advertising dissemination, from traditional media like broadcasting to the most recent ones like TikTok, LinkedIn, Email, among others. This constant digital transformation has increased the difficulty for Marketing professionals to stay up to date; that depth of experience and broad knowledge that stood out with commercial production in the 90s is increasingly difficult to find.
Producing a general video is not enough when using more than one medium. It’s likely that you won’t get results; as it’s common for specialists in the area to produce the material first and then make individual adjustments for each platform. But with so many channels, it’s essential to “do everything backwards”: first identify what can work on each one, and then start with the creative strategy.
With this in mind, let’s talk a bit about some of these advertising video distribution channels.
YouTube: This platform offers several options for advertising, such as: In-Stream ads, In-Feed ads, CVP ads, among others; each one has its characteristics, so we recommend researching each one. It’s worth noting that users of this page are already consuming video content, so they are ready to see ads in the same format. There’s only a small delay between the spot and the actual content, not a complete interruption.
For YouTube, it’s important to have a strong hook and front-load your value. YouTube is not the place for your “standard” or extensive marketing content, get straight to the point!
Facebook: As of today, this social network offers advertising in different spaces such as: Feed, Stories, Marketplace. So, identify your objectives and choose the best option, in addition to the payment structure (CPM or CPC). This channel has reached all kinds of people, of different ages and preferences, so this means that content will only be successful if it’s catchy, dynamic, and “shareable.”
Facebook is usually more attractive for advertising B2C services, meaning the brand directly offering to everyday people, rather than B2B products (company to another company). Finally, don’t rely on audio content for this network.
Instagram: This is similar to Facebook in terms of its advertising structure (CPM or CPC), its video expansion options (Stories, Feed, Explore, and Reels), and B2C services. This social network was designed for visual use. What works to reach an audience is content that is aesthetically appealing, catchy, fun, human, or personal; colors and movements play the most important role.
Having so many similarities between Facebook and Instagram, these two platforms can share the same content.
TikTok: It has grown rapidly, not only in active users, but also in advertising performance. Regarding ad spaces, there’s the In-Feed Ads option. Its payment structure is oCPM (you pay per thousand views or plays). Users of this channel are younger; it does not have a family-oriented focus. Originality is essential, and the content should be more natural and personal; something too perfect is not sought.
For TikTok, your ally is experimentation, lean on current trends, and finally, make use of appealing music or sounds.
LinkedIn: It handles the CPC or CPM model and content is presented in user feeds. It’s ideal for companies whose objective is to sell to other companies (B2B). Its consumer profile consists of professionals, so it has a more academic, professional, and formal focus. For example: offering job opportunities or useful services for different organizations.
This is a brief summary of all that marketing platforms encompass, so we recommend always keeping your company’s objectives in mind to see results, and of course, don’t forget to seek support from a professional group that can guide your path assertively. Our team at ProduccionAparte specializes in this type of communication; if you are looking for these services, write to us now!
