It’s safe to say video is taking over our digital content consumption.
As social networks such as Facebook and Instagram have shifted their focus to surfacing more video content, we’ve obliged by consuming more online video than ever before. And marketers are taking notice. 83% say they’d like to create more video content and 30% want to spend more time focused on Facebook video in 2017.
Why? Video marketing offers a fantastic way to engage users online. If a picture paints a thousand words and a video stitches together a thousand pictures, then a video must be worth, well, a lot of words.
Video content also gains, on average, 135% more organic reach than image based content and paid video views are cheap—with advertisers paying mere cents per video view. Brands that use video marketing also experience 27% higher click-through rates and 24% higher web conversion rates.
So if the benefits of video marketing are so clear, how can you be sure you’re squeezing every last ounce of performance out of your video strategy on Facebook?
Read this blog to discover seven easy-to-implement Facebook video best practices that will help you boost your strategy today.
1. Create Short Video Content
Aim to make an impact in the first couple of seconds, this is when you’ll capture your audience’s attention. Grab attention early with an engaging hook, incorporate your brand to ensure it gets seen, and make sure people don’t continue scrolling down their news feed.
Facebook and Nielsen found that up to 47% of video campaign value is delivered in the first 3 seconds, while up to 74% is in the first 10 seconds.
2. Create For Silent Video
85% of Facebook videos are watched with the sound off, so if you need your users to hear your video to understand it, you’ve already lost them. Design infographic videos with engaging visuals and text to tell your story. If you don’t have the resources to do this, ensure you add captions to your video to narrate a story or provide subtitles to speech. You can do this directly on Facebook for both paid and organic posts.
3. Create Specifically For Facebook
Don’t just rehash TV ads. Create video content exclusively for Facebook and Instagram—it’s worth it. This can include creating offers and stories specific to these platforms as well as creating videos with aspect ratios specifically optimized for social and mobile video.
Facebook provides the most impact of all social media platforms for video—measured at 8.4 times higher than any other.
4. Use A Good Thumbnail Image
The first thing a user sees of your video is its thumbnail. So make sure it’s a good one. Whether it’s getting your branding, snappy title and description in there or capturing the most intriguing moments from your video—give users something they’ll want to pause over in order to get them to view those impactful first few seconds of your video.
5. Write A Compelling Description
Ensure your description is informative and your headline creates interest. Although your video content is the main offer, the rules of copywriting still apply—so place as much as emphasis on what you write here as you would for any advert. You don’t want your great video content to be let down by sloppy copywriting.
6. Focus On Telling A Story
Brand storytelling has been around as long as brands themselves. Why? Because it works. So don’t focus on explicitly pushing a sale, focus on telling a story that will break through the noise, grab a user’s attention and create an emotional connection. Do this, and you’ll hook them in for the sales pitch at a later stage.
7. Utilize Ads
The bad news? Organic reach is declining on Facebook, but you probably already know this. It’s nothing new and although video content offers greater reach than any other media, it still isn’t what it used to be. Content you post to Facebook will now likely only reach a small percentage of your fan base, so in order to get your video content seen by a large audience you’ll have to pay.
The good news? Video views are incredibly cheap on Facebook, with proper targeting and optimization—using a platform such as Adgo—enabling you to gain views for less than a cent. You’ll also be able to target the exact audience you want to view your video, see how they engage and react to it, and use this data for future campaign targeting.
SocialFlow analyzed posts by publishers on Facebook and found that organic reach dropped 52% between January and July 2016.
The rise of online video consumption has arrived and it’s here to stay. Video should now be a staple of your online content mix and you should be utilizing the world’s biggest social network to get views.
Compared to the requirements, planning and budgets for TV advertising, Facebook has made it incredibly easy for marketers to reach audiences through video. It’s a cluttered marketplace but creating high quality experiences will allow you to stand out from the crowd, providing an invaluable avenue for your brand to connect with your target audience.
This list of best practices is a good place to get started with improving your Facebook video marketing strategy. Thereafter, dive into your video analytics to find out which videos are resonating with what audiences to get the results you want. Focus on producing more of the content that works. Then rinse and repeat.
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