Publishing, sharing and discovering videos on Facebook just makes sense. This is the platform that zooms past 8 billion video views every, single, day – a staggering jump from 500 million in late 2015. And most of these views are on mobile, too.
Of course there’s something to be said about the credibility of these numbers given that Facebook counts autoplay views as soon as they’re a mere 3 seconds into the video, but that still counts for 760 years of watch time every day. It’s no wonder that a lot of dollars are slipping from TV and flowing right into digital content.
Brands marketeers are in for a treat, especially those who burned piles of dollars on ineffective linear commercials. No longer will they have to suffer from the lack of calculated ROI, or the inability to reach their very specific target audience. Now they can do just that, post on their own page with no limitations on content, reach their targeted audience, and while they’re at it, make it accessible on mobile.
Just like any other opportunity, there needs to be a strategy to make sure your videos hit your target and spread the right message:
- Upload your videos to Facebook. You either think I’m stating the obvious, or you still think your office needs a fax machine. In any case, Facebook is killing YouTube. Dead simple. As YouTube is slowly but surely turning into cloud storage for videos with a search bar, Facebook is fighting for its independence, and its own archive of video content. Not only are they adding features, and empowering its search engine, they’re also rolling out live video streaming. Above all, Facebook developed their algorithm so that native Facebook videos reach about nine times more than embedded videos (mainly from YouTube). In many cases, Facebook is in fact the number one traffic source for YouTube – and the algorithm brought an end for any love.
- Embed your Facebook videos in your website or blog, as opposed to the YouTube player. This directs traffic to your Facebook page where you can engage with the people. Especially with Facebook video analytical tools (such as Mintrics).
- Use bite-sized videos (30 sec to 1 min); inject your fans with vitamins and fuel engagement. Mintrics shows that video under a minute get 20% more engagement than their longer counterparts.
- Take advantage of Facebook’s features that are being rolled out every day:
- Create playlists so that your audience can view relevant videos, and so that you can get more returned views.
- Facebook Live Video – still experimental – really gives an edge to creating a unique, direct link between you and your fans, and allows them to engage with you openly; this could just be the new TV.
- Don’t forget to use the “Call to action” buttons at the end of the video, with this you break past engagement and convert to actions as a response to your video.
- Open new channels of organic reach by tagging featured members – not anyone and everyone, obviously, you don’t want to be spamming, but members or public figures in the video.
- Since we don’t live in an ideal world, your wit and the tricks up your sleeve won’t prevent you from having to rely on ads to boost and dramatically increase your reach, and therefore the views and engagement. Just adjust your audience wisely; broad targeting gets a lot of irrelevant views, and narrow targeting is expensive and misses out on important viewers.
- Remember your mobile viewers when working your magic with them videos! The overwhelming majority of views are on the go. If your content is crap, no one’s going to stick around – everyone will bounce (stop watching within the first 10 seconds). If it’s solid, but requires a big screen, powerful speakers, and superhero focus, then your mobile viewers will probably bounce.
In addition to the actual video, you need to take advantage of visual and text posts that support your video content with a full-fledged digital campaign. More on this later. Until then, get shooting.