The Complete Guide to Social Media Video Advertizing: Create, Captivate, & Convert
Table of Contents
- Why Social Media Video Marketing Works
- Creating the Right Videos for Your Brand
- Product Demo Videos
- Q&A Videos
- Tutorials and Explainer Videos
- Customer Testimonials
- Behind-the-Scenes Content
- Promotional Videos
- Event Videos
- User-Generated Content (UGC)
- Where Do I Start?
- Step 1: Set Your Goals
- Step 2: Choose the Right Platforms
- Step 3: Diversify Video Content
- Step 4: Develop a Video Content Plan and Calendar
- Step 5: Schedule and Promote Your Videos
- Step 6: Analyze and Optimize
- BONUS: Pro tips
- The Best Tools for Video Marketing on Social Media
- Lumen5
- Movavi
- Wistia (formerly Soapbox)
- Typito
- Animoto
- Final Thoughts
When was the last time you scrolled through your favorite social media app without stopping to watch a video? Probably in, like, 2013.
Video content has become the bread and butter of social media platforms. Whether it’s a 15-second reel or a 20-minute YouTube video, social media video advertising is dominating digital marketing – and for good reason.
If you’re still hesitant about jumping on the video bandwagon, let us paint you a picture: imagine a static image of a product versus a short video that demonstrates the product in action. Which one are you more likely to even look at?
Exactly.
Let’s break down why video in social media marketing is this big of a deal and how you can use it to your advantage.
Why Social Media Video Marketing Works
The numbers don’t lie. Studies show that social media videos generate 1,200% more shares than text and images combined.
People love to watch videos because they’re dynamic, engaging, and easy to consume. Here’s what makes SM video marketing so effective:
- It grabs attention. Think about your own scrolling habits. A bright, fast-paced video will stop you mid-scroll, while a static image might just blend into the background.
- It builds trust. Videos can humanize your brand. Whether it’s a behind-the-scenes clip or a customer testimonial, people feel more connected to what they can see and hear.
- It’s algorithm-friendly. Social platforms prioritize video content, so you’re practically guaranteed higher reach and engagement.
- It boosts conversions. Viewers retain 95% of a message when they watch it in video form, compared to only 10% when reading text.
Creating the Right Videos for Your Brand
Before you hit record, it’s important to start by identifying the type of video that aligns with your brand and audience. Here are some ideas to kick things off:
Product Demo Videos
Imagine you’re selling a kitchen gadget. Instead of just showing a photo, create a quick video showing it in action – chopping, slicing, dicing, whatever it is it does. These videos work because they showcase value instantly and help viewers imagine themselves using it.
Start by researching your customers’ needs. What problems are they trying to solve? What results do they want? Use this insight to make demos that focus on real-world applications and benefits. Think of it as a walk-through that solves their pain points and makes them say, “I need this!”
https://www.tiktok.com/@haley_pavone/video/7258013193497218346?q=product%20demo&t=1737133681117
Q&A Videos
Your audience has questions, and you have answers.
Q&A videos are perfect for building trust and addressing common concerns in a casual, relatable way. Gather questions from comments, polls, or direct messages, then create a video that answers them.
For an extra connection boost, go live! Platforms like Facebook Live or Instagram Live let you interact with viewers in real time, making your audience feel heard and valued.
Plus, going live creates a sense of urgency and exclusivity.
https://www.tiktok.com/@ashleysmixon/video/7212361199265221934?q=q%26a&t=1737133842141
Tutorials and Explainer Videos
People love learning from videos. In fact, 96% of consumers turn to videos to better understand a product or service.
Tutorials and how-to videos are the best way to use social media video advertising for a genuinely helpful purpose. From makeup tips to assembling furniture, these videos answer the how in a simple, visual way.
Customer Testimonials
Let happy customers do the talking for you. Video testimonials are so effective because 40% of consumers say reviews are the top factor influencing their purchasing decisions. A quick video featuring a customer sharing their experience can work wonders for your brand’s reputation and build trust with potential buyers.
Pro tip: add captions for accessibility and better engagement.
https://www.tiktok.com/@heyimtran/video/7144418744863935790?q=testimonial&t=1737133993327
Behind-the-Scenes Content
Want to create a deeper bond with your audience? Give them an insider’s look with behind-the-scenes videos. Show how your products are made, give a tour of your workspace, or introduce your team.
This type of content builds relatability and shows the human side of your brand. It’s like inviting your audience to join your journey – because who doesn’t love feeling like an insider?
Promotional Videos
When you’ve got a special offer or sale, promotional videos are a great way to spread the word – but here’s the catch: they need to feel authentic.
Today’s audience isn’t a fan of pushy ads. In fact, 52% of people skip them altogether. Instead, focus on storytelling. Show how your promotion benefits your audience in a meaningful way, and keep the tone genuine.
https://www.tiktok.com/@drspf/video/7460319125219446046
Event Videos
These can be live streams, behind-the-scenes clips, or highlights from past events.
Event videos work as virtual invites, helping you connect with people who share your interests. They also double as excellent PR tools!
https://www.tiktok.com/@emmarosegreis/video/7243508371905613102?q=chanel%20event&t=1737134156276
User-Generated Content (UGC)
UGC is pure marketing gold.
These are videos created by your customers talking about their experiences with your brand.
Think product reviews, unboxings, or shout-outs. When viewers see real people loving your product, it builds trust and credibility.
If this is something you need help with, there are specialized UGC agencies ready to lend a hand!
Where Do I Start?
If you’re ready to start working on your social media video advertizing strategy, you’ll be happy to hear that it’s not all that difficult to do.
Here are the 6 crucial steps:
Step 1: Set Your Goals
What’s your endgame?
Every successful marketing strategy begins with clear goals, which in digital marketing are known as key performance indicators (KPIs). Your goals will depend on where your customers are in the marketing funnel:
- Awareness – reaching new potential customers,
- Consideration – generating demand by addressing your audience’s needs,
- Decision – encouraging conversions through CTAs,
- Adoption – educating customers about your product and building loyalty,
- Advocacy – creating a community of brand enthusiasts.
Step 2: Choose the Right Platforms
Selecting the right channels for your campaign ensures your videos reach the audience that will find them most valuable.
Each platform has unique features and caters to different demographics, so understanding these nuances is critical:
- TikTok is best for short, playful, not-to-promotional videos,
- Instagram works well for polished, aesthetically pleasing content,
- YouTube is perfect for long-form videos, tutorials, and detailed product reviews,
- Facebook is very versatile but works well for live streams, stories, and in-feed video ads.
Step 3: Diversify Video Content
It’s good that you chose a primary type of video you want to make, but a single video type won’t cut it – variety is key. Incorporate multiple types of videos to engage different segments of your audience and meet your goals. For example, you might choose to:
- Use Instagram Reels to announce an upcoming event,
- Host the event live on YouTube to create buzz and exclusivity,
- Share behind-the-scenes snippets from the event on TikTok.
Repurposing content across platforms lets you reach a broader audience while keeping your content fresh – all it takes is a little bit of creativity.
Step 4: Develop a Video Content Plan and Calendar
Planning is everything when it comes to social media video advertising. A solid content plan helps you organize ideas, define objectives, and ensure consistency throughout your campaign.
Create a content calendar to map out:
- What videos to post and when,
- Deadlines for production and editing,
- Opportunities for repurposing or cross-promotion.
https://blog.hootsuite.com/wp-content/uploads/2024/10/social-media-calendar-8_anonymized-620x264.png Source: https://blog.hootsuite.com/social-media-calendar/
Step 5: Schedule and Promote Your Videos
Now, it’s time to bring your plan to life. Social media platforms like Instagram, Facebook, and YouTube offer scheduling tools to make publishing easier. Or, you can go with an all-in-one content scheduling solution like HootSuite. Use these tools to schedule content in advance and maintain a consistent posting rhythm.
Step 6: Analyze and Optimize
The final step is to review your campaign’s performance and make adjustments. Use platform analytics to monitor KPIs like:
- Engagement rates – likes, comments, and shares – the indicators of audience interest,
- Conversion rate – how effectively your campaign drives actions like purchases or sign-ups,
- Click-Through Rate (CTR) – how many viewers follow your CTA,
- View count – overall reach,
- Follower/subscriber growth – how well your videos resonate with new audiences,
- Average view duration – where you lose viewers.
BONUS: Pro tips
After you’ve gone through the steps above to make your strategy, here are a few extra tips you can use to really get the most out of SM video advertizing:
- Hook them in the first 3 seconds. Your audience has a short attention span. Start with something visually striking or ask a question to grab their interest right away,
- Keep it short & sweet. Most social media platforms favor shorter videos. Aim for 15-30 seconds for platforms like Instagram and TikTok and no more than a minute for Facebook,
- Optimize for mobile. More than 80% of social media users access platforms on their phones. Use vertical video formats and large text to make sure your message is clear,
- Keep up with trends. Use trending audio and experiment with new features as soon as they become available.
The Best Tools for Video Marketing on Social Media
Gone are the days when you needed a hefty budget and complex software to produce high-quality videos. Today, you have a wide range of tools available to help you create, edit, and optimize video content.
So, no excuses! Let’s get into some of the best tools out there:
Lumen5
Lumen5 is an online video creator that helps you turn your existing content into text-based videos. This tool simplifies the video creation process by letting you input a blog post or article, which it then converts into a video. You can customize the fonts, colors, and overall design to match your branding.
Highlights:
- Lots of photos, music, and GIFs to choose from,
- A free plan with numerous templates to get started (but the premium options unlock higher-quality exports and more customization),
- Perfect for creating short, shareable videos quickly.
Movavi
Movavi is a full-featured video suite that offers tools for video editing, adding effects, and creating professional-looking content.
It has a drag-and-drop interface, which is super intuitive and ideal for beginners who want polished results without a steep learning curve. Movavi also has an online editor for quick edits on the go.
Highlights:
- Easy-to-use interface,
- Advanced tools like stabilization, chroma-keying, and overlays,
- Supports high-quality video exports for professional use.
Wistia (formerly Soapbox)
Wistia is a handy Google Chrome extension that lets you record, edit, and share videos directly from your browser.
It’s perfect for marketers who want to create quick, high-quality videos for platforms like LinkedIn, Instagram, or Facebook. With Soapbox, you can also track the performance of your videos to see what works and what doesn’t.
Highlights:
- Lets you record and edit videos directly within Chrome,
- High-quality output up to 4K,
- Built-in analytics to measure video performance.
Typito
Typito is a web-based video creator that makes designing social media videos really fun and easy. It also has a drag-and-drop interface with 500+ customizable templates.
Highlights:
- Wide array of social media-friendly formats,
- Automated captions for enhanced accessibility,
- Intuitive interface that even non-designers can use.
Animoto
Animoto is a distinctly versatile tool designed to help you create videos with minimal effort – perfect for those small, super-busy teams.
Its drag-and-drop interface is user-friendly, and it lets you add text, transitions, and effects. The platform also offers a sizeable library of stock assets, including photos and music, so you don’t need external resources.
Highlights:
- Easy-to-use interface for both beginners and pros,
- Premium plans that let you create longer videos,
- High-quality videos for all social media platforms.
Final Thoughts
As you can see, you don’t need a Hollywood budget to create good videos. Start small, experiment, and watch as your brand gains traction.
Start by deciding what your goal is and then choose the best platform for it. Then, settle on a type – product demos, Q&As, tutorials, and UGC – but make sure to throw in some variety. There are plenty of tools out there that make video creation, editing, and optimization simple and fun – no matter your skill level.
As we’ve already mentioned, the dynamic nature of videos trumps static image posts by a long shot. So, with the right tools and strategies, you can use this to your advantage and connect with your audience, drive results, and boost revenue!
About Dan Ragan
Founder of UGC Factory and expert in user-generated content marketing strategies
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