It’s a common story for social media users today: You’re sitting at your computer, idly scrolling through your News Feed, when only a few rolls of the mouse wheel in it begins to feel like every post has that iconic white play button plastered across the center. It’s easy to resist for one or two posts, but by that third autoplaying, dancing cat video or new movie trailer, discipline gives way to curiosity.
Facebook marketing pros have been aware for some time now that their social audiences are hungry for visual content. Beyond the selfie-snapping of Instagram content, video marketing has been exploding on Facebook over the past few months. However, with this relatively new content form, the principle methods for effective Facebook video marketing have remained somewhat thin beyond thirty-second how-to videos or promotional teasers.
So how can brands make their Facebook videos stand out?
There are a few particulars to understand about how Facebook handles video that will explain much of the video content currently on the platform. First and foremost, marketers should understand that while Facebook drives excellent social engagement, it currently does little to nothing for improving SEO compared to YouTube. This, combined with Facebook’s preferential features for native video, like specific ad targeting and auto play, makes its niche for audience-oriented content clear as opposed to content intended to drive discovery.
Further, unlike YouTube or Vimeo, users don’t necessarily go to Facebook with the express intention of seeking out video content, which means concise (less than one minute) video is more likely to drive complete video views (about 59 percent). Likewise, this report also found that 64 percent of viewers were more likely to purchase a product after seeing a video about it. Brands flock to stock their Facebook marketing with fast, informative clips about their products. But how should marketers go about targeting and serving these videos? Is there a place for longer content on Facebook? Should all video content remain on-product?
As mothers often remind children when eating sweets, too much of a good thing can be a bad thing—and right now, video marketing is saturated with too much of a good thing. It’s not enough to just create a video of the right length and boost it with your regular post criteria, as this can leave brands open to saturating their audiences with content that doesn’t stand out from much else in their News Feed. Here are a couple ways to pull ahead of the video marketing crowd by understanding your viewers:
Ultimately, most brands understand that video is now an essential reality of Facebook marketing. While treating video content as you might any other promotion or post will certainly drive interaction, taking the time to intentionally test various forms of video content and specific targeting can give brands an extra edge in understanding their audience and finding their own niche for engaging content. Keeping these practices in mind while capitalizing on the strengths of other video platforms will help round out your social and video marketing.
Interested in video but don’t know where to start on creation? Start with this free guide to video production.