In 2016, video ads and video marketing continued to rise as the most valuable tool and strategy for overall marketing success. Marketers and brands of all sizes rushed to join the revolution with stunning videos and great campaigns published across social media. With the rise of the video, the role of social media outlets also grew. Social platforms represent the best way to distribute video (especially with Facebook giving priority to video in general) and garner great engagement and virility.
Better Distribution Means More Success
Many factors come into play in order to achieve the same type of success from video ads in 2016–especially for smaller brands and businesses. Creating videos with premium content no longer poses such a huge challenge. Rather, most marketers and brands fall short when it comes to knowing and understanding the correct factors for publishing and promoting their video ads.
One of the biggest and most important factors is publishing the video ad at the right time. You may know your audience very well and which distribution platform works best, but if you publish at the wrong time, you run the risk of physically missing them altogether or missing out on their receptivity for branded content. Missing out on either of these super important opportunities will definitely hinder the success of your video ads and, maybe even, the entire campaign.
Study Shows That Morning Is Best For Posting Video Ads
A recent study, conducted by YuMe, surveyed over 10,000 participants to examine consumption habits and ad receptivity and measure ad effectiveness. The key findings included the following:
Early Mornings Work Best for Receptivity
In their studies, YuMe found that consumer receptivity is the highest in the early hours of the morning. They found that video ads posted in the morning produced a receptivity level of 59 versus a level 45 in the evenings (on a level scale of 1-100). This means that viewers and consumers will be more likely to receive and accept branded content, but especially videos, between the hours of 3:00am and 11:59am.
What This Means For Video Marketers
Test any new video ad during these times to find which time produces the highest engagement. A higher number of views and shares will give you the best indication of which specific morning hour worked best. Finding the right time may take several days or weeks, but in the end, you want to fine tune it in order to catch your audience when they’re most open to your content. Once you find the time that works best, consider promoting or boosting the post during that same hour later in the week to improve conversions.
Better Content Yielded Better Results
This may seem obvious, but study found that 60% of the participants who enjoyed the content not only favored the brand but remembered it easily later. Of the participants who disliked the content in the video, only 15% could remember or express likeability for the brand.
What This Means For Video Markers
Use premium footage, good music, and well-crafted captions in all of your video ads. Concentrate your efforts on better understanding your desired audience and what they actually like. Once you know them better, create videos with the right tone and themes to catch their eye and connect with them on a deeper level.
Morning and Night Produce Highest Purchase Intent Metrics
When compared to afternoon and evening, the study found that morning ranks the highest for purchase intent (with an 11% increase over afternoon and evening). However, night time hours (9:00pm-2:59am) followed with a 5% increase in purchase intent over afternoon and evening hours.
What This Means For Video Marketers
A series of well-made and well-targeted video ads could be your best key to more sales and conversions. With a series of short video ads you can take advantage of both the morning and night time hours by posting different videos during those times throughout the week. Keep your videos short and memorable and test the times before rolling out your campaign. Find the right morning and night hour and post only during those time on a tight, consistent schedule. Just be careful not to over post and alienate your audience.
Brands need to take correct publishing and distribution factors into account to see better success with video ads. You might be creating stunning ads and campaigns, but if you’re posting them at the wrong time, not only will you miss your audience, but your video ad will just be ineffective. The early morning gives you better reach and a better chance of receptivity and favorability. So give those morning (and maybe even night) hours a chance and watch your reach, engagement, and, hopefully, sales grow.