It’s undeniable — we’re living in a video-first world. We can’t turn our TVs on, visit a website, or log into a social media platform without seeing this content type. Be it a viral video seen by everyone or a cute kitten video, it seems we can’t go a day without this combination of sound and moving images. In fact, Statista revealed that 85% of the U.S. internet users watched online videos in 2018. This video trend has been picked up by many social networks such as Facebook.
In 2014, Facebook took a long, hard look at its platform and saw that it was missing something — more videos. That year Mark Zuckerberg said that most of Facebook would be video in five years. Fast forward to today and that promise is almost a reality.
Yes, 500 million people visit Facebook to watch videos every day. This network is one of the most popular platforms for video lovers on the internet. It has launched many video features like Facebook Live and Facebook Stories to keep up with the times. After all, it needs to compete with Snapchat and YouTube on the market.
To have an active online presence, brands need to discover Facebook video marketing. Although you can’t really reach all half a billion people who watch Facebook videos, you can still get a share of the pie.
Here’s everything you should know about Facebook video marketing.
Facebook loves videos. Because of this, videos perform better on the platform. Indeed, video posts receive 135% greater organic reach than image posts. This is a big advantage for brands looking to attract new customers.
Although the platform’s mission is to prioritize meaningful social interactions between friends and family, videos are the exception. Video engagement is still high on Facebook, topping 300 million engagement per week. So, if you want people to discover your new service or product, posting a Facebook video will get you great results.
This is why videos on Facebook are beneficial. Sure, you can post a fun viral meme, but your customers will react better to a video.
Okay, we can’t talk about Facebook video marketing without knowing which video types exist. Here’s what you can use on this platform:
This range of options creates a dilemma for Facebook marketers. Uploading a video directly to Facebook brings added benefits to them. Native videos auto-play in users’ feeds and generate more interactions and shares. They are just more aesthetically pleasing than other video types on this network.
What’s more, you can also post a link to a video on your brand’s page. True, some internet users breathe a heavy sigh when they see a link, but you can’t win them all. When you post a link, you can get analytics telling you how much your leads watched, which part they rewatched, and more.
Continue reading to find out more on Facebook video marketing.
Long-time Facebook users know that linking is the original way to share videos on this network. Most of us used this method when there was no option to upload a file natively.
Today, it’s still one of the quickest ways to share content on Facebook. Once you post a link, viewers must click on it to watch your video which is hosted on a video platform. You can share links to Brid.TV, YouTube, and other online video platforms.
Through native videos to the stars. At least on Facebook. This type of video gets 478% more shares than other types do on the network. Brands have taken note of this as 90% of Facebook pages now use native videos. There’s another interesting statistic. Namely, Newswhip announced that 98% of the top-performing videos were native in 2018.
So, now you know what you should add to your Facebook video marketing strategy. If you want better results, make sure to publish videos that educate and inspire. On Facebook, the top ten most viewed business pages are all media companies. They focus on the news, food, or fashion industries, and use videos.
Now that you’re familiar with native videos, you’re probably wondering how you can pull it off. We’re here to help you! So, here are the top four practices for this video type:
Native videos are the hottest buzzword among Facebook marketers. If you want customers to stop and watch, then in-feed videos are the answer.
Facebook warmly embraced videos because of the huge success of Snapchat, a popular app that features disappearing video content. Instagram quickly came up with its version of this feature which has now been incorporated into Facebook as well as Facebook Stories.
As you probably know, a Facebook Story is a series of videos or images strung together that auto-plays when viewers click on it. Each story can either have a photo or a video up to 15 seconds. Unlike any other feature, Facebook Stories disappear after 24 hours. You can’t like, comment, or share them. They are meant to be more personal. That’s why people can respond to them using Facebook Messenger.
You can share two types of video in Stories:
You can capture Stories from Facebook’s mobile app. Remember, your viewers expect that you’re posting a fresh video and not a repurposed content. Stories feature events that happened recently.
Furthermore, you can use them to feature employees and company culture. For instance, you can show a behind-the-scenes look inside the brand. Some businesses feature products and news in Stories. Your main goal is to show what’s real.
Live streaming is a booming industry nowadays. No wonder then that Facebook decided to get a slice of the streaming pie. With Facebook Live video, you can broadcast any event to your viewers. As an added bonus, users get alerts informing them that you’ve started a live stream, which means you can gather a bigger crowd.
Live videos are popular and exciting. But, why would someone drop what they’re doing to watch you go live? Well, usually, because there’s some promise of privileged information, e.g. an announcement. This means that you should use Facebook live to launch products or services, interview customers or influencers, and similar.
Marketers love Facebook Live because followers receive an in-all alert when a brand starts broadcasting. So, you don’t need to worry viewers will scroll past your video in the news feed. The platform will make sure they know you’re live streaming. Once they tune in, your audience can comment in real time, making them feel connected with your brand.
Facebook will save all of your live videos and you can later repurpose them. For instance, you can download and edit them. This will allow you to add an introduction, turn on captions, and repost the new version.
With 78% of people watching videos every week, it’s crucial that you use this content marketing type to plug your brand. As a part of your Facebook video marketing strategy, start running ads. To make things easier for you, the platform came up with Ads Manager that helps you create your ad campaigns. You have three video ad formats at your disposal:
With a right strategy, Facebook video ads can generate new leads for your business. If you opt for sponsored video posts or Stories, only pay for those posts that were successful. After all, if a post didn’t generate engagement the first time, it’s unlikely to do that the second time around. So, make sure to promote relevant and popular posts.
In addition to this, check out Carousel Ads. This feature is great for striking images. You can post products, employees, customers, or locations. Just ensure to add a clickable thumbnail and you’ll be good to go.
Today, Facebook is a popular destination for videos on the internet. This is why you shouldn’t turn a blind eye to it. After some thought, you’ll surely come up with a suitable Facebook video marketing strategy for your company. So, experiment with linked or native videos, Facebook Live, Facebook Stories, and video ads. Don’t forget to check what people react to most. After all, successful marketers pay attention to their audience and deliver the content they want to see.