What makes great social video advertising

Expert reveals top tips behind successful video content creation and distribution

With video advertising growing at a rapid pace, the pressure is on brands to look towards more innovative ways of generating shareable content.

According to Lance Traore, managing director of A/NZ video ad tech company, Unruly, successful video content creation and distribution is about putting the user in control of their own viewing experience, while emotional testing and targeting drives digital strategising forward.

“The stronger emotion you can evoke in a person, the bigger the chance someone will view the whole video,” he told CMO. “The strength of an emotional connection in a particular video is the strongest indicator of what amounts to its success. So make it emotional when you are producing content. The key factor in producing highly engaging, shareable content is eliciting really strong emotional responses.”

But an effective social video advertising strategy is more than just generating great content, Traore said, especially as brands compete in an increasingly content-heavy digital environment.

“One of the myths is that great content will surface and it is simply not true,” he added. “There’s so much content out there - 25 million components of content are uploaded online every 24 hours. People are drowned in it, so you really need a strategy.”

For Traore, under-investing in distribution and over-investing in creative is one of the major blunders a brand could make, especially considering the increasing marketing demands of social media sharing.

“If you want to be successful, you need three little bubbles in one: You need to have shareable content, it needs to be relevant to your specific audience, and it needs to be integral to the brand,” he said. “Using poorly branded advertising is like throwing away your marketing budget.”

Social video advertising not only helps brands to create a direct link between content and distribution, but also evaluates content quality and uses data to optimise for engagement metrics not available on current demand-side platforms.

With video content and distribution becoming a key component of brand marketing, Unruly is already seeing international demand grow rapidly for its programmatic social video advertising solutions. The company works with brands to boost their videos shares and views online and has recently expanded operations to Australia to help ROI-driven marketers benefit from its audience data, native video ad formats and mobile video exchange platform.

Unruly’s products also include ‘Unruly ShareRank’, an algorithmic tool which evaluates, improves and predicts the viral potential of video ads.

“This is a big data tracker for video sharing,” Traore explained. “When someone shares a video via Facebook, Youtube, Twitter or Vine, it is recorded in the viral video chart. We have tracked 1.3 trillion video views and shares for the last nine years.”

The Sydney office is the 15th to be opened by Unruly since the company was founded in 2006. The video ad tech company, headquartered in London, also has offices in New York, Hamburg, San Francisco, Paris and Dubai.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Great piece Katja. It will be fascinating to see how the shift in people's perception of value will affect design, products and services ...

Paul Scott

How to design for a speculative future - Customer Design - CMO Australia

Read more

Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...

Phil Davis

ACCC launches fresh legal challenge against Google's consumer data practices for advertising

Read more

“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...

Lawrence

Brand Australia misses the mark

Read more

IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...

JV_at_lAttitude_in_Cairns

Brand Australia misses the mark

Read more

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Blog Posts

How to design for a speculative future

For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.

Katja Forbes

Managing director of Designit, Australia and New Zealand

The obvious reason Covidsafe failed to get majority takeup

Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?

Dan Richardson

Head of data, Verizon Media

Brand or product placement?

CMOs are looking to ensure investment decisions in marketing initiatives are good value for money. Yet they are frustrated in understanding the value of product placements within this mix for a very simple reason: Product placements are broadly defined and as a result, mean very different things to different people.

Michael Neale and Dr David Corkindale

University of Adelaide Business School and University of South Australia

Sign in