Facebook is the most impactful social channel for video content, outperforming all other channels more than 8x.
With the huge potential payoff of Facebook video marketing for driving engagement and traffic, let’s jump into some of our best tips.
1. Get Their Attention
You’ve got about three seconds to appeal to your audience. That’s it.
No one feels obligated to watch your Facebook video until the very end because they know that your ultimate motivation is profit, not entertainment.
For brands with a recognizable logo or captivating message, the pros over at Facebook recommend featuring those important elements in the first few seconds of your marketing video to get higher engagement.
Achieve that with easy-to-understand messaging that uses easily identifiable visual links to your brand within the first 10 seconds.
2. Go Live
Facebook’s own research revealed that study participants watched videos five times longer than they looked at static content.
What is it about these intriguing new formats like Facebook Live that are so captivating? Even though live videos on Facebook don’t disappear like they do on other channels, the format still creates a serious sense of urgency. Facebook fosters that pressure with automatic notifications that go out to the mobile devices of your subscribers as soon as you begin recording, prompting them to catch the action live.
Interaction is yet another big part of the live format’s appeal. When users watch a live video, they’re automatically encouraged to interact with you, let you know they’re listening and post comments. On the other side of the video, you’ll also be encouraged by the audience interaction, as well as a live tally of viewers.
Start some real-time conversations with your consumers by experimenting with Live video for your brand, as soon as you can.
3. Be Entertaining
All Facebook videos should have some entertainment value, whether it’s being educational, emotional appeal, humor, etc. Since no one is being forced to watch them and they’re so delightfully easy to skip, you’ve got to make your brand’s Facebook videos entertaining and fun (or don’t bother making them at all.)
How fun? Fun enough that people will watch them more than once. That’s how you influence the Facebook algorithm to get better distribution. You’ll have to naturally get some engagement and repeat viewership before you start seeing organically boosted benefits. Sharing is a fantastic fast-track to better engagement, so encourage it immediately and often.
4. Mobile First
Mobile first videos were watched twice as long and were twice as memorable as traditional narratives, while adapted-to-mobile video fell somewhere in the middle.
Why? They’re shorter, square and immediately show the brand.
People also have better attention spans for marketing videos when they’re on mobile. While it seems surprising on the surface, nearly half of the participants in Facebook’s 2017 survey said it was easier to pay attention to videos on their smartphones as opposed to computers.
For most of us, when we’re on our laptops or desktops, we’re usually busy working, studying, paying bills and getting things done. While a quick peek at our Facebook notifications seems harmless, it’s harder to justify getting sucked into the video feed. We’re actively trying to not be captivated.
Our smartphones are a whole different story. We’re on that mobile video feed when we’re actively trying to kill time. Our mobile feeds are the perfect time-waster when we’re on-the-go and waiting for something, just about everywhere.
Another Facebook study examined the mobile video characteristics that positively impacted ad recall results. Here’s what they found for ads that were remembered better than others:
- The focus remained on the product or service for a majority of the ad
- The message was easily understood without sound
- The ad’s message was succinct, simple and easy to absorb
- Narration or verbal communication told the message alongside visuals
- The brand was easily identified with visual cues
5. Be Relevant
Like all your content, your Facebook videos should be targeted to your company’s buyer personas, specific audiences that reflect your consumer types. In today’s social media world, we expect all of the content we see to be filtered, curated and customized especially for us.
Facebook videos are incredible opportunities for audience targeting when they’re made for what the Facebook marketing experts call “moments that matter”. These are the magical times when we’re experiencing a big life change or milestone that makes us extremely marketable for related products and services. These moments can also make our schedules and social media habits very predictable for easier social post and ad scheduling.
Provide context to your marketing videos by optimizing your publishing schedule to target the moments your buyer personas are eagerly sharing around the world. These can include events as small and insignificant as meals or daily routines, to mass-scale moments like the seasonal changes, holidays.
Facebook goes above and beyond to make it easy for businesses to create their own social media video success. Considering how fast social media is growing and how important video is becoming, there’s nothing that some smart filming and persistent strategy can’t accomplish for your brand.
So, what are you waiting for?