Videos have a unique power to convey messages and deliver storytelling, and paid media advertising can help boost the visibility of these videos and help you engage with targeted audiences.

Videos are a visual, dynamic and attention-grabbing ad format. Some paid social channels have started to give more visibility to advertisers that promote video content. Facebook, for example, offers various ad formats for video campaigns, including in-stream ads, carousel video ads, and video slideshow ads, catering to diverse marketing objectives and budgets.

Why engineers like video formats

Engineers often find video content a highly valuable and engaging resource for several compelling reasons. Firstly, video content provides a dynamic and visual medium for explaining complex engineering concepts or new applications.

Platforms like YouTube, Facebook, Instagram, X, formerly known as Twitter, and TikTok offer robust paid video advertising options, allowing advertisers to target specific job titles, industry topics, demographics and interests related to your business, ensuring that your messages reach the right audience. You can target different topics and specific keywords contextually if an engineer is looking for a guide on ‘how to design a circuit’ for example. We can choose particular keywords related to “connectors” or “power suppliers” for this audience, generating demand for your product to the audience that is already looking for this kind of content.

How to target the right B2B audiences

When you post video on your channel, you will deliver this content to an audience that already follows you or to an audience that will find the content via hashtags, but the reach is limited. The benefit of paid video promotion is that you can choose a specific audience to be impacted by your content and deliver video for an extended period of time. For example, you can deliver specific content to engineers for a whole month before an event.

On YouTube, for example, Google carried out some research to identify what is the minimum frequency of impact to generate awareness of a brand. The optimal frequency recommended on YouTube per person is 2 – 4 times. Using Paid advertising platforms, you can set up a frequency cap and define the frequency of exhibition of your video per person, avoiding ad saturation.

Another benefit of paid video advertising is that some platforms like YouTube offer a video ad sequencing strategy, which allows you to deliver a series of videos, showing a secondary video after the audience has watched the first one. Some clients of Publitek have already explored this strategy. For example, a semiconductor company worked on a series of videos for engineers for the automotive industry, delivering nearly one million views across a one-year campaign.

Maximising your ROI through paid video

In conclusion, paid video advertising’s ability to provide robust analytics, precise targeting, and budget control, combined with conversion tracking and optimization tools, makes it a highly measurable marketing channel. This approach enables advertisers to assess the value of their investments, make informed decisions, and continually refine their campaigns to maximize ROI.

If you are considering promoting your video content, please consult Publitek’s team, who will assist you with the best strategy to reach your KPIs.