Online video has grown enormously in recent years. But not only has YouTube become very popular. Facebook also continued to lead the growth of videos on the platform.
Here are eight tips that add up to a set of general guidelines for creating and using Facebook videos effectively.
- Adapt to your audience
As with all marketing content, the video must be relevant to the interests of the target audience to be successful. Relevance is always rule # 1 for any content, and video is no exception.
To move to the next level, consider creating different videos (or slightly different versions of the same video) for different audiences, especially if you’re using paid campaigns on Facebook.
- Make a short video
Human attention seems to be getting shorter and shorter: the average spread on Facebook is 1.7 seconds. This is the time needed to get the user’s attention.
If the content of your video doesn’t get the user’s attention quickly, chances are that your video’s views will be harmed. Use narrative techniques to generate interest quickly while users browse.
- Present your brand identity well in advance
Consider brand identity, use brand or product images or references from the beginning, usually within the first three seconds.
In a meta-analysis of video marketing data, Facebook found that consumers were 23% more likely to remember which brand created a video ad when the brand appeared in the first three seconds, and 13% more likely to be related to marking than the four that appeared. -Second point.
- Build to mute the sound, enjoy the sound
Although Facebook videos are automatically played with audio enabled, the vast majority of video releases occur when audio is disabled, as many people adjust their settings before browsing.
It is also important to ensure that your videos can engage users without relying on sounds to tell your story. Use beautiful graphics and text on the screen to help you tell your story; and if there is narration, consider using the captions you generate with the Facebook platform features.
- Build vertically
It’s simple, the vertical video format (1: 1 or 9:16) offers more space in the feed. Buffer found that square videos take up 78% more screen space than horizontal ones, which is critical, given that more than 95% of Facebook users can now access the network on their mobile devices. The bigger your video, the more attention it attracts and the more likely people are to get involved.
- Broadcast live
Facebook reports that people watch the video longer than they live and that live videos are getting more responses than usual. Facebook also prefers live video in its algorithm.
Viewers may not want you to have lunch, but if you broadcast your next panel discussion, take a look at the launch of a new product, take a behind-the-scenes look at an event, or anything else that consumers find interesting and relevant to really understand involved, brand.
- Play with the ads
Depending on your marketing goals, Facebook has many types of ads to choose from. And you are probably used to using it repeatedly. Experiment with collections, screenshots, and other video ad formats to increase engagement and keep users ’attention. These ad formats generally require more effort, so use them when you have more time to immerse yourself in your story and create an engaging experience.
- Continue with the test
Like most social platforms, Facebook is constantly evolving. With its investment in live video and Facebook Watch, its IGTV ad, and the shift from Instagram to long video, the likely video will only become more important for Facebook. Overall, the features, functionality, and user experience with Facebook’s video offering will undoubtedly continue to evolve as well.
Facebook has made video a priority and will continue to invest in video. To get the best results from their campaigns, marketers must constantly test video content to understand what works and what doesn’t, in an always dynamic environment.