Mexican Beer Brand Tecate Uses Facebook Videos to Reach 93% of Its Hispanic Target Audience
Facebook is overtaking YouTube in video ad campaigns, and as Mexican Beer Brand Tecate’s recent success shows, for good reason.
Over the 2014 holidays, Tecate launched the “Manfidence” video marketing campaign to target Latinos between 21 and 34 years old, and has just released some of the results. During its six-week run, Tecate’s videos and static promos reached a whopping 93% of the target audience an average of 10 times per person.
Although Tecate didn’t reveal the total number of brand impressions the campaign generated, Facebook has a U.S. Hispanic audience of 26 million. Neither is the exact number of 21- through 34-year-olds available, but AdWeek reports that it’s safe to assume millions saw the ads.
The news of Tecate’s recent success comes at a time when Facebook is overtaking YouTube in terms of video ad campaigns. According to video and social advertising provider Mixpo’s new “State of Video Advertising” report, 87% of surveyed agencies, brands, and publishers will run a video ad on Facebook, with only 81.5% using YouTube for the task. Last year, 77.8% planned on using YouTube, while only 63% intended to use Facebook.
Although Mixpo did not explicitly ask survey respondents why they picked Facebook or YouTube, they did ask marketers to list the three most important metrics on which they focus. The top three results were engagement with interactive elements, shares, and conversions.
Regardless of whichever network is used, video marketing can be an incredibly effective tactic, as Tecate’s success shows. To give you a better idea, consider the fact that about 69% of marketers say dynamic and unique content is important to their website, and that according to ContentPLUS, blogs are 63% more likely to influence purchase decisions than magazines. The value of one minute of video, according to Dr. James McQuivey of Forrester Research, is 1.8 million words, the equivalent of about 3,600 typical web pages. If blogs have that much sway over consumers, then it’s easy to imagine the powerful influence a video marketing campaign can have.