Experts predict sharp rise in social video advertising

According to analysts, 2014 will reportedly see an increase in the number of companies and brands utilising social video advertising, a format which IAB UK and Unruly Media say ‘actively engages audiences, starts genuine conversations and creates massive opportunities for earned media’.

As marketers look to enhance their online brand via social media platforms such as Facebook, Twitter and Instagram, they are beginning to understand the benefit of creating fun and exciting online video content to boost consumer interaction and help better spread the brand’s message and content across the internet.

Describing video as the ‘next frontier’ for social advertisers, eMarketer has predicted that video advertising spending at the end of 2013 will be 40% higher than it was at the same time during 2012, such is the growing power of the trend.

Stats from a recent Mixpo report appear to confirm these predictions, with a massive 70% of agency executives saying they are planning on advertising via YouTube next in 2014, a quarter saying they hope to run video ads on Twitter and 49% saying they hope to use Facebook video advertising in the future to run new campaigns.

With the popularity of Vine and Instagram video also on the rise, it’s very likely that companies will seek to run videos across this wider range of video-sharing social media sites.

As the report from Mixpo concludes: “The opportunity for video campaigns on social is here – it’s within grasp. Agencies just need the right technology or technology partner to grab hold. The good news is that the technology is there. And it’s approachable, not confounding.

“Soon, more video ad inventory will pour in from Facebook, Instagram, Twitter, and the like. Don’t get caught flat footed. You will at the very least want to have gained experience. Your brands will ask for it.”