Although TikTok and other video-sharing platforms have taken a significant portion of Facebook’s market share, Facebook video marketing is alive and well. Conservatively, Facebook videos generate over 8 billion views every day, with more than 100 million hours of daily streaming across the platform.
Facebook’s audience is generally engaged, which presents an opportunity for businesses to reach out to their users. To take advantage of the potential, it’s important to create engaging video content that speaks to your target audience.
Some businesses enlist the help of a Facebook video service, but that entails extra costs and a hands-off approach. Alternatively, you can create your own video content from the ground up with some careful planning and insights into the platform’s algorithms.
In this article, we’ll show you how.
Facebook is a platform with a multitude of video formats at your disposal. Each format offers unique features that can be tailored to match your brand’s identity and objectives. Let’s explore some of these formats and identify which types of brands they are best suited for.
- Native Videos: These are videos directly uploaded to Facebook, not shared from another platform. Native videos autoplay in the feed, which can increase engagement. Plus, Facebook’s algorithm prioritizes them. Brands looking to maximize visibility and engagement, such as fashion labels showcasing their latest collections or tech companies unveiling new products, can greatly benefit from this format.
- Live Videos: Facebook Live is an interactive way to share what’s happening in real time. This format works best for brands with a strong community following or a significant event to share. For instance, a band could use Facebook Live for a virtual concert, or a non-profit could use it for a fundraising event.
- 360 Videos: This immersive format allows viewers to explore every angle of a video just by scrolling. Travel agencies can use 360 videos to showcase beautiful destinations, or real estate companies can offer virtual tours of properties.
- Premiered Videos: Like Facebook Live, these videos allow for real-time interaction, but the video is pre-recorded. This format is great for brands that want to build anticipation for a big reveal or launch. A movie studio, for example, could premiere a new trailer, hosting a watch party to drum up excitement.
- Stories: Stories are short videos that disappear after 24 hours. They are ideal for brands that want to give quick updates or share behind-the-scenes content. For example, a local bakery could share daily specials or a sneak peek into the baking process.
- Ads: Video ads appear in users’ news feeds and in between stories. They can be a powerful tool for brands with a specific call to action, like an e-commerce brand promoting a new product or a service-based company highlighting a limited-time offer.
Each video type offers unique ways for brands to engage their audience on Facebook. The key is understanding your brand’s objectives, knowing your audience, and selecting the format that best aligns with those elements.
If you want to maximize your engagement on Facebook, you need to create videos that are optimized for the platform. Here are five steps to get you started:
Understanding your audience’s tastes and preferences is the first step. Create videos that cater to their interests, which will naturally garner more views and engagement.
If you don’t know what your audience likes, check out what type of content is performing well in your industry. Analyze the videos that are getting the most views and engagement, and incorporate those elements into your own content.
Ensure your videos adhere to Facebook’s best practices as well as the appropriate Facebook video specs. This includes maintaining the ideal video length, using the correct format, or optimizing for mobile viewing.
These best practices also get a little more granular, covering videos designed to be nothing more than clickbait, captions, background music levels, and more.
Rather than sharing links from other platforms, directly upload your videos to Facebook. This will improve visibility and engagement, as Facebook’s algorithm favors native content.
Facebook’s algorithm is designed to keep people on the site, and having content that leads to another platform will be devalued.
The average attention span is just over eight seconds, meaning the first few seconds of your video are the most crucial. Make them count by creating an engaging and captivating introduction that will encourage viewers to keep watching.
Inviting viewers to interact further with your content or brand can increase engagement significantly. Whether you’re motivating them to visit your website, make a final purchase, or share your video with others, a compelling call to action can make a big difference.
Maximizing your video engagement on Facebook requires you to understand the platform, create great content, and adhere to Meta’s best practices. By mastering these elements, you can create videos that will captivate your target audience. From there, you can measure success by tracking your views, likes, shares, and sales conversions.