A picture is worth a thousand words, and a native video ad can be worth even more. What was once thought to be a flash in the pan has become one of the most preferred mediums across the social media world. Its impact has been big, and it’s only going to get bigger as we move forward.
For those who don’t know, “native advertising” refers to ads that are embedded within its environment. It’s not something that’s completely overt, but rather, more like a photo or a video that looks like it belongs in your News Feed or timeline. Had it not be for the icon that denotes “sponsored” or “paid ad,” you’d think it was just another thing.
Many take the form of photos or videos. For the purposes of this post, this will only focus on the latter.
Facebook introduced the autoplay function of native video ads, with many wondering how effective it would be (or how users would respond to it). The end result was not a detriment, but rather, a new innovation for how to incorporate video ads into social media marketing. Since then, other platforms have begun rolling out their own native videos, including Twitter (launched earlier this year), Instagram, Pinterest (“cinematic pins”), and even Snapchat.
Why are so many incorporating native video? Quite simply, if it wasn’t effective, then marketers wouldn’t even go near it. The numbers suggest there is a significant chunk of people it is reaching, and the part that makes marketers excited? That number is growing. Currently, video makes up 78% of internet data and counting. By 2018, it is expected to increase to 84%.
From a social media standpoint, native video also allows for more detailed data on their users. Unlike hosting through YouTube, there’s no third party to go through, allowing for a more in-depth look at clicks, views, how many people have shared it, and more.
There will come a time when a new trend will take its place, but for now, bank on native video.
Morisson, Kimberlee. “Why Social Networks and Marketers are Flocking to Native Video.” SocialTimes. http://www.adweek.com/socialtimes/native-video-visual-ly-matt-cooper/622823 July 2, 2015
Legg, Ben. “Here’s why native video works so effectively.” Adknowledge. http://www.adknowledge.com/blog/what-is-native-video-advertising/ April 24, 2015