You have probably noticed your social media feed being sparsely filled with short video advertisements. Instagram reels are the most popular type nowadays: these are 15-second videos dedicated to appear on the feed of the Explore Instagram page.
Ji Hoon Heo created and manages his own company called TESBROS, which sells Tesla customizing accessories. He hopped on the trend and uses video advertising to sell and market his products. However, while 52% of people prefer videos ranging from 3 to 6 minutes, Heo believes that the shorter, the better.
“We do use video in our marketing efforts,” says Heo. “We produce at least 1 value-driven content a week focused on educating Tesla owners to protect, maintain and customize their vehicles. It’s a core part of how we market ourselves. We typically think 3-6 minutes is actually long. If you notice on Youtube, they started incorporating Youtube Shorts and those are typically under 1 minute and those do really well as far as views.”
Heo uses his video advertisement on several platforms, and also uses other types of ads. He believes that video making is a strong marketing strategy.
“We use videos in a variety of ways. We use it for our instructional videos. We use it for our advertising on Youtube, Facebook, and other paid ads. We use it for entertainment and product highlight videos. We utilize Google Ads + Facebook ads. We found out that we get a decent ROAS [Return On Advertising Spend] with our video ads (between 3-4 ROAS),” explains Heo.
Their shortness makes their attractiveness. In an era where people are used to scrolling and where attention given to dedicated content averages at 8 seconds, being quick and catching is the key. This is the recipe that the expanding social media Tik Tok is based on.
Companies have quickly understood that videos are a powerful marketing tool. In fact, 84% of people in a study said that they bought a company’s product after seeing one of their videos. On the other side, customers prospecting for a potential purchase also rely on this new form of advertising to make their decision: 68% of people watch YouTube to help them make a purchasing decision.