The marketing landscape has witnessed a dramatic shift in recent years, with the spotlight shifting toward social media platforms. Vertical video platforms have emerged as powerhouses of consumer engagement, featuring user-friendly interfaces, an active and growing user base, and plentiful advertising opportunities. The rise of platforms such as TikTok, Instagram Reels, YouTube Shorts, and Snap Spotlight has presented marketers with exciting new arenas for brand promotion. Let’s check them out!
TikTok: The Pioneering Platform
TikTok has emerged as the leader in vertical video content, gaining widespread popularity for its unique content and interactive user experience. According to a recent forecast, the platform boasts a substantial 102.3 million US users, who spend an average of 54 minutes daily on the platform. With 37% of users predicted to purchase within the app this year, it’s clear that TikTok offers a fertile ground for marketers.
TikTok Advertising Formats
1. In-Feed Ads
This ad appears directly in users’ feeds, similar to regular content. Brands can create these ads in several ways, including designing a campaign specifically for advertising purposes, engaging creators to generate content through Branded Mission, or utilizing organic content to craft promoted ads with Spark Ads. Collection Ads, another form of in-feed ads, provide an interactive experience, allowing users to browse products within a gallery.
2. TopView Ads
These ads provide brands instant visibility – the first content users see upon opening the app.
3. Branded Effect
Custom effects like AR filters sponsored by brands fall under this category, offering a creative and immersive way for users to interact with the brand.
Instagram Reels: Leverage the Power of Instagram
As Instagram continues to hold a strong position in the social media world with 135.2 million US users, its new feature, Reels, has opened a unique advertising space for marketers. Even though the precise user count of Reels is unknown, the platform’s potential is evident.
Brands can advertise on Reels in the following ways:
1. Boosted Reels
These organic Reels have been upgraded to become sponsored posts, appearing in users’ feeds.
2. Ads Manager Campaigns
Marketers can promote their content through Meta’s Ads Manager, ensuring their ads find a place within Instagram Reels.
YouTube Shorts: The Giant Enters the Arena
YouTube, a long-standing player in the online video landscape, recently joined the vertical video movement with its Shorts feature. With over 2 billion monthly logged-in users worldwide engaging with Shorts and 236.1 million US users estimated to watch YouTube this year, the platform offers great potential for marketers.
YouTube Shorts offers the following advertising opportunities:
1. Video Reach Campaigns
YouTube has integrated Shorts into its existing Video Reach Campaigns. If you already utilize this feature, you can add in-feed Shorts ads to your campaigns.
2. Video Action Campaign:
Much like Video Reach Campaigns, this conversion-driving format has been incorporated into Shorts.
3. App Campaigns
Ads focused on promoting app downloads are available on Shorts. This feature mirrors a similar ad type on TikTok, though it’s yet to be introduced in the US market.
Snap Spotlight: Snap’s Trending Feature
Snap Spotlight, with a reported 350 million monthly active users worldwide as of April, offers another platform for advertisers to reach potential customers. Even though the number of US users engaging with the spotlight remains unknown, Snapchat’s sizeable user base of 91.7 million US users offers a promising prospect for marketers.
Snap Spotlight has newly launched ad features and spotlight ads is one of the most highlighted ones.
Announced by Snap CEO Evan Spiegel, these ads have been tested for over a year and are created through Snapchat’s Ads Manager.
As digital marketing continues to evolve, the significance of vertical video platforms in shaping advertising trends is undeniable. Each platform presents a unique blend of opportunities, audience reach, and engagement tools, making them integral to an effective marketing strategy. The key for brands is to understand their audience, craft engaging content that resonates, and harness the diverse ad formats these platforms offer to maximize impact.
Crafting Effective Vertical Video Ads
Now that you know about the platforms and ad formats, let’s delve deeper into crafting effective vertical video ads. The power of vertical video advertising lies in its immediacy and immersive experience. Users who scroll through their feeds engage with content full screen and directly.
1. Understand Your Audience
The success of an advertising campaign is largely determined by how well you understand your audience. Each platform has its demographic characteristics. For instance, TikTok appeals predominantly to younger audiences, Instagram has a balanced mix of age groups, and YouTube has a broad user base spanning all ages. As a marketer, it’s vital to study each platform’s audience demographic and psychographic traits and craft content that appeals to them.
2. Engage Through Stories
The unique aspect of vertical videos is their story-driven approach. Audiences are more likely to connect with your brand if you communicate through engaging narratives rather than just showcasing products. Whether it’s behind-the-scenes footage, customer testimonials, or a look at your company culture, stories add a personal touch that resonates with audiences.
3. Leverage User-Generated Content
One of the most effective ways to reach audiences on these platforms is through user-generated content. This could involve encouraging users to create videos featuring your product, running contests, or collaborating with influencers. User-generated content performs well because it feels organic, relatable, and less like traditional advertising.
4. Use Platform-Specific Features
Each of these platforms provides unique features that can help amplify your message. For example, TikTok’s Branded Effect allows you to create interactive AR experiences, Instagram Reels enables music overlays and fun editing tools, YouTube Shorts benefits from YouTube’s extensive music library and subtitle feature, and Snapchat Spotlight can take advantage of Snap’s AR capabilities.
5. Measure and Adjust
An essential part of any campaign is monitoring performance and making necessary adjustments. These platforms provide robust analytics tools to track views, engagement, conversions, and more. Use these insights to understand what’s working, what’s not, and how you can improve.
The Future of Vertical Video Ads
The rapid growth of vertical video platforms and their adoption by users worldwide suggests a vibrant future. The immersive and interactive nature of these ads, coupled with the reach of the platforms, creates a potent tool for marketers.
Moreover, with advancements in technology, these platforms are continuously evolving. For instance, augmented reality (AR) is becoming more prevalent, with brands creating interactive AR experiences to engage users. Additionally, shoppable videos are rising, allowing users to purchase directly within the platforms.
In a world where users crave authentic and engaging content, vertical video platforms are an exciting new frontier for advertisers. With the right strategy and understanding of each platform’s nuances, brands can create compelling campaigns that resonate with audiences and drive results.
In conclusion, vertical video advertising is an evolving realm with vast potential. As these platforms continue to grow and innovate, brand opportunities are only set to expand. Whether you’re a seasoned marketer or a business looking to break into digital advertising, understanding and leveraging these platforms can provide a significant edge in today’s competitive digital landscape. Embrace the rise of vertical video ads, and take your marketing strategy to new heights.