Facebook: What was once the social media platform used by teens to post photos and communicate with friends on their “walls” has now become a place to consume news and explore videos. For marketers, this is an important development.
Social media has evolved over the years. Some may say for the better, some may say for the worst. But for marketers, it’s essential to keep up with the ever-so-changing social world—no matter what the changes are. One of the latest trends? Videos.
According to Sprout Social, Facebook gets over 8 billion average daily views and 100 million hours of video watched every day. If that doesn’t convince you that you should be using video marketing, this should: 79% of consumers prefer watching video to reading about a product.
Knowing all that, we believe video marketing is an important component to content marketing. We see viral videos all the time, but what makes for a “perfect Facebook video?” These 6 suggestions:
1. Stand out
You want your video to be the one that people click on, not scroll past. One of the things to focus on is your video title. Create a stimulating title using keywords that will grab the viewer’s attention. While the title is important, so is the video thumbnail. Choose an image that describes what your video will be about so people know what they’ll see before they even begin watching.
2. Be creative
Our Facebook newsfeeds are already filled with numerous videos, so what’s going to make yours different? Try incorporating different types of videos into your content plan to keep the audience interested. One week you may do a how-to video and the next week may be a product demonstration video. Don’t limit yourself when it comes to creativity, but always make sure your message is clear.
Just take it from Gangnam Style. With over 3 billion YouTube views, this video nailed the creativity criteria.
3. Keep it short
Your audience’s attention spans are short, but they’re even shorter when you’re trying to catch—and keep—their attention through a video. When creating your video, think of something that will shock the audience right away. You could use a surprising fact, add humor, ask a question, or offer something that will build suspense. Once you grab your audience’s attention, you need to keep it. It’s important to deliver the core message of your brand, but in order for it to be effective, it needs to be short. Try keeping your videos around 1:30.
4. Post at the right time
The question we all want to know: When is the best time to post on Facebook? The answer? Weekdays during the afternoons, specifically between 1 p.m. and 3 p.m. And while those times may work for some brands, they may not work for all. Monitor your analytics for a few weeks to see when your audience is engaging with posts the most. From there, you can build a content schedule around the best times and days of the week to post to reach your audience.
5. Consider your audience
While sound can enhance videos, it can also steer people away from watching. Viewers often watch videos when sound cannot be used. In fact, 85% of Facebook users watch videos with the sound off. When creating your video, include texts for those who have their phone on silent mode. This way, you won’t lose viewers and they will still be able to understand your video without sound.
6. Include a call-to-action
Don’t leave your audience hanging once the video is done. Your goal should be to have your viewers take further action. This can be done by including a CTA at the end of the video, as well as a link in your video caption, to drive people to your website.
Including Facebook videos into your content marketing plan will help increase the awareness of your brand. Not sure where to begin? Contact us today at Lexicon Content Marketing to get started!
Lauren Manecke, Branded Content & Social Media Strategist
As the team’s social media strategist, Lauren manages, creates, and publishes content for a variety of clients in order to achieve their marketing goals. When Lauren isn’t scrolling through social media, you can find her at home binge watching documentaries on Netflix.