With the new year comes plenty of unreachable resolutions and outlandish goals. But if you’re wanting to start with something practical and profitable, it’s time to check out Facebook video.
Why? Well, let’s start with the fact that Facebook is bigger than YouTube for brands.
And that statistic isn’t just a slight blip in the numbers either. Native Facebook videos are likely to be shared a whopping 157% more than YouTube. Another plus, when sharing video on the platform, Facebook tips the odds in favor of native videos.
So, if you aren’t already doing it, now’s the time. And here’s a guide to help you out.
In June 2014, Facebook revised its algorithm to rank videos and show them to people who are most likely to watch them. That’s great news for brands.
Native Facebook videos started getting ranked according to both their comments, shares, likes and length. They also began recommending playing videos automatically (without sound), while showing additional videos to people who watched them.
All these changes increased user engagement and made video a primary source of content consumption. The people like seeing relevant videos. And brands kept producing them.
Now we’re all bowing down to the video king.
Before you can make an impact on Facebook, you’ve gotta get committed to good content.
There’s not a magical platform that will make mediocre content resonate with your audience. It takes a lot of hard work. But, trust me, it’s totally worth it!
With that in mind, I wanted to take a few moments to talk about characteristics of good videos – specifically for the Facebook platform. These are two specific types of videos that resonate and perform well.
First things first, it’s all about the engagement.
People use social networks because it makes us feel like we belong. But, perhaps more importantly, it’s a carefully curated version of our ideal self. We take 10 selfies before choosing the right one, we’re sharing our moral stances and coming together in the darkest of times.
Despite all the negatives associated with social media, one this is certain: it builds community.
And so your videos must tap into that desire to reveal ourselves. Create a piece of content that someone feels proud to identify with – whether through laughter, tears or even anger. It’s all about telling a story others will want to share.
A simple way to create something engaging is by teaching a skill.
We’ve all seen those videos that share recipes in a short video. I can’t tell you how many times I’ve had to curb my hunger after watching a tasty meal being prepared in my newsfeed.
Now that you know what to make, here are a few tips for how to implement them:
I always like to move forward with a plan. It helps me feel prepared. And I can easily look back and how I’ve evolved over time. You don’t have to get elaborate here. A basic plan will include:
This plan will help you get started without feeling completely overwhelmed by the production. Remember, quality and consistency trump quantity and infrequency everyday.
When you post a video as a Page, you’ll have the option to include a call-to-action.
This is a prime opportunity to convert readers into fans, subscribers or even customers. Make sure to take advantage of this feature.
In addition to the native CTA feature, you should also request actions for users within the video itself. If someone has watched your video to the end, you’ve successfully engaged them. At that point, it’s only logical to continue that path of engagement.
People hear video advertising and they automatically think they need to make a commercial. But nothing could be further from the truth. In fact, that’s the last thing you need to do on Facebook.
When it comes to advertising, your videos should still engage, entertain and/or teach.
If you don’t, you’ll never see the results you desire – regardless of how much money you throw at them. Experiment with native ads by boosting your highest performing organic videos.
This is a great way to reach more people with your story, while gaining additional exposure for your content. And the best thing? You don’t have to spend thousands of dollars on advertising to get measurable results from Facebook.
The basic tips above will get you off to a great start! But for those of you that want a bit more, here are a few bonus tips:
Are there any other bonus tips you’d like to add to the list?
Video will increase in popularity – in 2016 and beyond. It’s so important that brands start taking advantage of this medium now. Don’t fall behind.
Get ahead before there’s too much noise to be heard.
Will you make 2016 the year of Facebook video? I’d love to hear how you plan to incorporate this technique into your digital marketing strategy. Feel free to start the discussion in the comments below!