Simply posting videos on Facebook won’t guarantee viewers. To achieve your marketing goals, it’s crucial to implement effective Facebook video marketing strategies.
Social media users, especially on Facebook, are increasingly interested in video content. When the content is captivating and the message is valuable, videos tend to be preferred over text or audio. Written content is often just skimmed, while videos tend to hold people’s attention for longer.
Whether you’re a newcomer to Facebook video marketing or an experienced marketer, here are five essential tips to help you succeed.
1. Serve the Audience the Type of Video Content They Want to See
Adding variety to your video marketing strategy can have a significant impact on your business. Different types of videos can convey different messages and have varying effects on your audience. Here are some of the most popular video types on Facebook.
Product or Brand Videos: Use videos to create brand awareness and showcase your product or service. Engage your audience with social media storytelling and show them how your offering can help solve their pain points.
Behind-the-Scenes Content: Humanize your business by showcasing the team behind your product or service. Behind-the-scenes videos can make people fall in love with your brand.
Educational Videos: Educational content is a popular format that you can use to showcase the benefits and unique qualities of your product or service. Establish yourself as an industry expert or leader with this type of video content.
User-Generated Content: Use user-generated content (UGC) to provide social proof for your brand. Target audiences prefer UGC because it’s more authentic and comes from people who have experienced similar situations.
In Facebook video marketing, small steps can have a great impact on your success and ROI. For example, creating marketing videos can quickly drain your budget. Work smarter by using existing videos to create new content.
You can use a video agency such as Veedyou Media or similar companies to edit footage from your events or interviews into behind-the-scenes videos, and UGC content into customer testimonials.
2. Adhere to Facebook Video Best Practice Checklist
Facebook has released guidelines to help users improve the performance of their videos and overall video marketing strategy. Here are some tips for social media marketing to keep in mind:
Deliver what you promise: Ensure your video content lives up to its promise. Don’t try to pass off image slides or text montages as videos.
Focus on video quality: Poor quality videos with low bit rates or resolution can ruin the user experience and affect video performance.
Video length: Short and concise content such as ads, polls, announcements, teasers, and fun and entertaining videos perform well on Facebook. Live streaming, educational content, and product videos can be longer than 3 minutes.
Mobile-friendly: Since most Facebook users access the platform using mobile devices, videos should be mobile-friendly. Consider using vertical (9:16) or square (1:1) ratio videos and close camera shots for videos played on mobile devices.
Use closed captions: Many Facebook users watch videos without sound, so it’s important to add closed captions to improve user experience and view count. You can easily do this using a video editor.
Respect intellectual property: Create original, meaningful, and interesting content instead of copying others. Sharing videos or music that breaches trademark or copyright laws can affect your reputation in the long run.
By following these guidelines, you can create engaging and high-quality videos that are optimized for Facebook’s platform and attract a larger audience.
3. Upload Video Content to Facebook
We urge you to take uploading videos directly to Facebook seriously. While it may seem easier to host all your videos on YouTube and post links on Facebook or other platforms, it will impact your video’s performance on Facebook.
We understand your concerns about hosting videos on YouTube, as it can give your content an edge on Google SERP. However, your current focus is on improving your Facebook video marketing performance, and uploading videos directly to Facebook offers unique benefits.
According to a report, native videos on Facebook perform four times better than other types of visual content. In comparison to text or image posts, native videos have better organic reach, with Facebook-native videos seeing 135% more engagement than other content types.
This is particularly significant because social media platforms are prioritizing revenue-generating features.
They want marketers to use more ads and promotional features. However, uploading videos directly to Facebook remains the best strategy for reaching your target audience organically.
Posting a YouTube link on Facebook results in a small rectangular box with a thumbnail, a video link, and text with the title and short description.
In contrast, native Facebook videos appear in full size and start auto-playing as you scroll through your feed. This approach provides two significant advantages:
- First, native videos perform better because full-size, auto-playing videos catch users’ attention and keep them engaged.
- Second, users don’t have to leave Facebook to watch your videos. The longer users stay on Facebook, the better your chances of converting them, resulting in improved Facebook marketing performance.
4. Make the First Few Seconds of the Video Count
Just like you, many others are competing for the attention of Facebook users. In the past, only a few videos appeared on users’ timelines, but now most posts contain videos.
That’s why it’s crucial to have a powerful hook at the beginning of your video that grabs the user’s attention right away.
To achieve this, you need to create an attention-grabbing opening and make the first 3-5 seconds of your video count. The hook in those initial seconds must be so compelling that the user stops scrolling and starts watching.
There are several ways to hook your audience, and one of them is by triggering the “tell me more” emotion.
You don’t necessarily have to use an outlandish opening to hook your viewers. A clever opening that uses comedy or a common question or even addresses your audience’s common problems could be just as effective.
The key is to make sure your opening is compelling enough to engage your viewers and keep them watching your video.
5. Include Effective Call-to-Action in Your Video Content
The Call to Action (CTA) is a crucial element of a video as it motivates viewers to take action and guides them on what action to take.
Facebook has made it easy to add a CTA through its ‘Add a Call to Action’ button located at the bottom of the video upload box.
Keep the CTA simple and effective, and consider adding ‘Watch More’ to encourage viewers to watch your other videos.
Additionally, including a CTA in your video, such as a text on the screen or a short clip at the end of the video requesting viewers to ‘Shop Now’, ‘Book Now’, or ‘Learn More’ can also serve as an effective call-to-action.
To determine the type of videos your Facebook followers prefer, the opening hook to use, and the CTA to add, it’s essential to understand your audience.
The Groupboss Facebook lead generation tool can assist you in the three critical points of lead generation:
- Building a community with like-mided people.
- Collecting personal data for email marketing campaigns.
- Creating customer personas from FB custom and lookalike audiences.
The vast amount of videos uploaded daily on Facebook, coupled with the intense competition and difficulty in reaching and engaging your target audience, can be overwhelming.
However, the key to success is to avoid being intimidated and instead take small, actionable steps toward achieving your goal.
The 5 Facebook video marketing tips provided here are simple to implement, and their collective impact will help you achieve optimal results for your marketing efforts.