Avoid the “Skip Ad” button and get your videos watched completely

From live streams to stories, to Facebook posts and WhatsApp status’s, social media users are consuming more video content than ever before. According to a report by Hootsuite, 84% of internet users in South Africa are active on YouTube and that 97% of internet users in South Africa watch videos online. The same report also gives us an indication of the average engagement rate on Facebook for a video post which is 5.08% compared to an image post which has an average engagement rate of 2.28%.

Social media platforms offer many ways for brands to get their video content in front of consumers. The challenge with this is that a lot of these consumers are always ready and quick to press that “Skip Ad” button or scroll past a post that looks like an ad. We take a look at two video ad types that can increase your brand awareness and get you complete video views whilst avoiding the “Skip ad” button.

  1. Bumper Ads on YouTube
    These are videos that are 6 seconds long, which are played before the main video, are not skippable and you only get charged per 1,000 impressions.
  2. Facebook in-stream video ads
    This ad format on Facebook allows advertisers to place 5-15 second videos before, during or after video content. Facebook claims that over 70% of in-stream ads are watched to completion.

The benefit of these two video ad types is that a users’ attention is already invested in the video that they are watching or about to watch, making it easier for brands to get their message across. The challenge would be creating a video that is impactful and carries the brands message whilst also being shorter than 6 or 15 seconds.

Social Snack Bar
Social Snack Bar
Social Snack Bar aims to provide news and information about Marketing, Media and Communications in South Africa.

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