The Video Advertising Playbook: Driving New Customers on Social

Social media is no longer just a place to connect with friends; it has transformed into a powerful engine for businesses to acquire new customers. A recent survey revealed that a staggering 97 percent of marketers are leveraging social media to reach their target audiences. And the numbers don't lie — brands that embrace social media experience a remarkable 13 percent increase in their customer lifetime value. With over 4.59 billion active users across platforms like Facebook, Instagram, TikTok and more, the potential to connect with and convert prospects is unmatched. For retailers specifically, video advertising has emerged as a key driver of social media success, with 92 percent of consumers stating that videos influence their purchasing decisions.

This insatiable appetite for authentic, visual-driven experiences is reshaping the very fabric of digital marketing, making video advertising an imperative for retailers seeking sustained growth and customer acquisition.

Understanding Your Audience: The First Step to Video Victory

Before you can create a video ad engaging enough to make viewers download your brand onto their psyche, you've got to truly know your audience.

Luckily, social platforms offer a gold mine of consumer data and insights, allowing you to analyze your target audience's behaviors, interests, pain points, and even their deepest, darkest memes. Use these invaluable insights as your video ad's blueprint, ensuring your content speaks directly to your ideal customer's soul (and buying triggers).

Amplifying Your Reach With Precision Targeting: Organic and Paid Tactics

When it comes to social media marketing, a two-pronged approach is essential: organic and paid. Organic efforts, such as creating compelling content, engaging with your audience, and leveraging influencer partnerships, lay the foundation for building authentic connections and brand trust. For example, a fashion retailer could share stylish user-generated photos or host a live Q&A with a popular style influencer.

Paid advertising amplifies your reach and visibility, allowing you to precisely target specific customer segments with compelling offers and calls-to-action. We're talking laser-focused targeting (demographics, interests, and behaviors), personalized messaging, and advanced analytics that will make your campaigns sharp. A home goods retailer could run targeted video ads showcasing its latest product line to Facebook users who recently engaged with home decor content.

The true power lies in seamlessly blending these organic and paid tactics. By consistently delivering value through organic content, you nurture a loyal following primed for conversion. Complementing this with strategically placed paid ads ensures your message reaches the right people at the right time, driving measurable results.

Tips to Nurture Lasting and Meaningful Customer Connections

Customer acquisition is just the first step; the real challenge lies in fostering lasting relationships that turn one-time buyers into lifelong brand advocates. Social media offers a unique opportunity to engage with your audience on a deeper level, nurturing connections that transcend mere transactions.

1. Cultivate lasting relationships by:

• Responding promptly to comments and messages (because nobody likes being left on read). Wendy's is famous for its witty, tongue-in-cheek social media banter, keeping engagement high by initiating fun conversations.
• Initiating thought-provoking discussions.
• Celebrating your customers by sharing their user-generated content.

2. Foster brand relatability by:

• Showcasing the human side of your brand with behind-the-scenes glimpses. GoPro frequently goes behind the scenes, showcasing its team and the human side of the brand through Instagram stories and videos.
• Sharing company milestones to connect with your audience.
• Building relatability to strengthen the bond between your brand and its customers.

3. Engage through interactive campaigns by:

• Embracing social media contests and giveaways. Lay's "Do Us A Flavor" campaign for new chip flavors successfully crowdsourced ideas from fans through social media for years.
• Driving engagement and showcase appreciation for your loyal following.
• Addressing negative feedback constructively and with empathy to demonstrate commitment to customer satisfaction. KFC turned a crisis into an opportunity when it ran out of chicken, with a cheeky apology ad showing just the brand's famous buckets with nothing in them, generating buzz.

At the end of the day, making your audience feel truly seen, heard and valued is what separates fleeting customers from die-hard fans.

The Path to Sustained Growth

While video advertising on social media offers clear benefits, retailers must approach it with a long-term mindset. Building an engaged audience and strong brand affinity requires consistent effort over time. However, the payoff is substantial — by prioritizing video advertising across platforms like YouTube, TikTok, and Facebook, retailers can drive awareness, loyalty and, ultimately, revenue growth. The video marketing revolution has arrived. Those who embrace it wholeheartedly will be well-positioned to thrive amidst ever-evolving consumer behaviors and preferences. For retailers today, adapting to video is no longer optional; it's a necessity to remain competitive.

Derek Chew is the founder of Fullmoon Digital, a digital marketing agency.