By  on February 23, 2017

Video is the future of social media advertising.Or so says Theresa Moore, vice president, platform partnerships, at Pixability, a firm that helps brands and agencies conceptualize, execute and analyze their campaigns on YouTube, Facebook, Instagram and Twitter.To start, she advised brands to focus on their audience — and to not be scared of losing an audience that isn’t right for them — and once you can identify this group to start looking at it across the social platforms. For instance, YouTube is “great across the board” for a wide range of ages, while Facebook captures a bit of an older audience and is a great place to start if there’s a more mature product to promote. Instagram, Moore explained, is a good place for “snackable content” for young consumers.“It’s expensive; it’s laborious for sure...and making sure you’re starting with the right content is really tough. There are a lot of brands that are culprits that are creating 30-second TV spots and throwing it out on digital,” Moore said. “We’re seeing a lot less of that now. Brands are starting to understand that’s not the best way to do it.”Content on each social medium should be different — if you have the budget to do that, she said. If a brand has a product where it takes more than 30 seconds to describe how to use it, then YouTube is the right platform. If you’re just looking for “that click,” back to an e-commerce site, Instagram and Facebook are better suited for shorter clips and videos that have a clear call to action to click through to a product page or an app download. Twitter is a great compliment to a TV ad, Moore explained, because people are sitting on their couches watching TV and tweeting about it.Partnering with influencers adds value “across the board” — from the number of engagements to adding subscribers on branded YouTube channels to just sheer views. As their “influence” rises, though, many content creators have become increasingly expensive to work with, and Moore suggested finding an influencer who isn’t popular yet. In this case, a brand can “pay” by just sending product.“It is a pay to play space. If you can have some investment in any of the platforms for advertising you will succeed…[In] this age of data we’re in right now, because we have so much data we have ability to target them [consumers] that much better,” Moore said, citing Victoria’s Secret and Dior as the leaders in video ads for fashion and Victoria’s Secret and Dove as the leaders in beauty.

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