Video Marketing Strategy for Facebook
It would be an understatement if we say that in the current era of upbeat social and digital existence, our online presence can be summed up as a hop-on-hop-off roller-coaster ride from one stop like Facebook, to another like Instagram, and then to another like Whatsapp and then to some other and an endless journey. Imagine for a while that you are a secret agent of a top-notch spy agency, and nobody knows or cares about your existence. It probably seems heroic and valiant in the first place, but too solitary, on a closer look.
That’s where a social platform like Facebook comes into the picture. Facebook adequately meets the need of people to communicate, collaborate, conciliate, celebrate and showcase their lives and personalities. Moreover, Facebook has an unimaginable amount of power in influencing people’s buying behaviors and patterns. If we see a concept, a product or a service, breaking the internet or selling like hot cakes, it is completely human to get awed by it. This gives the marketers an unparalleled capacity to shape up a favorable buying behavior among their relevant audiences. What is the most engaging format of selling an idea? Well, a video, of course.
The 6 Types of Videos That Work Best On Facebook
Before we dive deep into the approaches to make your Facebook video content a huge hit, let us talk about the types of videos that can work wonders for a diverse set of marketing campaigns:
1. Educational videos:
These videos demonstrate how to perform a task, how to fix a thing or how to get a thing working. How about learning to make some fancy chocolates from experts of chocolate making in New York:
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or maybe learning how to make coffee latte art:
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Or maybe a more explained video talking about mobile payments:
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2. Entertaining videos:
These could include videos based on memes, animals doing something goofy, or whatever your imagination can dream about. Dogs and birds can be really quirky sometimes and they can tickle your funny bones big time:
Now, how about some humor around football:
3. Behind-the-scenes videos:
What’s it like to work at your company? Could you offer a behind-the-scenes look at how you created something (like a cool piece of content or an event)? Ever wondered how a Mercedes-Benz Sprinter is built? Well, have a look here
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4. Product demonstrations:
These videos show how to do a company’s products work. Alternatively, such videos might also feature a process overview, describing the nitty-gritty of the processes inherent to a brand/ company. Here, we would see more brands trying to sell things like shoes, watches, cosmetics or any brand that needs to talk about the product specifications. Ever wondered how could you turn old bottles into glassware? You could get a sneak peek about this revolutionary product here:
Or even better, how about an engrossing animated video that talks on intelligent sound recognition for smart homes. Interested already? Well, see this:
5. Customer testimonials:
In these videos, you get your clients/ customers talking for you and about you. Such videos can work wonders as word-of-mouth marketing still remains the most effective and inexpensive way of retaining the current clients and getting even a bigger bunch of new clients on board. So, now, for most of the people out there in the wide world, a house is something really basic for survival. Here, see how DHFL got its customers to talk about their ‘dreams getting fulfilled’:
6. Live videos:
Live video is Facebook’s latest video content type that allows users to broadcast video updates straight to your profile page. We bet you would not want to miss the live action from some of your favorite Facebook friends or celebrities. Go, log in now!!
Strategy Tips for Facebook Video Marketing:
We all know by now videos on Facebook is a golden opportunity to engage your prospects. If you are planning for a video campaign here are the 3 things to drive maximum ROI:
1. Upload Videos Natively:
Videos that are linked from outside facebook, may get displayed as a small preview image and may require an additional click for being watched. However, native videos can autoplay and give a bandwidth to the marketers to control how do the viewers watch the video. The native videos ensure massive client engagement in comparison to a linked video!
2. Optimise Your Video Duration:
How would you feel if an acquaintance of yours gives you the spoilers of a movie that you were intending to watch for a very long time? Annoyed, right? This is a very obvious human tendency because we understand that the heart and soul of any concept lie in its summary and gist. Materializing on the same caveat and taking into consideration the fact that humans’ retention span has reduced to less than 6 seconds, it is advised that videos with shorter durations and on-point content are uploaded on Facebook. There is another startling finding that the marketers must pay heed to 65 % of the people who watch the first three seconds of a Facebook video will watch for at least 10 seconds. This further makes it really important to seize the viewers’ attention in the first few seconds. Learn more about Video Optimisation.
3. Tap Into 360 Videos:
With the widest collection of unique 360 experiences, Facebook is the best place to share, discover and take your content to the next level with 360-degree videos. People can easily discover the content of a 360° video, with a special 360 icon indicating interactivity. Now, with this feature of Facebook, the videos you put on your timeline do not have to look absurdly stretched and tormented by the panoramic functionality of cameras.
4. Mobile First Videos:
According to a report from Hubspot, while 86% of business related video views take place on a desktop, there is still a huge 13% of people who watch videos on their mobile devices. Keeping these crucial statistics into consideration, it is important to focus on building video campaigns and demonstrations that are mobile friendly and do not need the viewers to log onto their systems too often. This ensures that the viewers can view content irrespective of the device from which they log in.
5. Captivating CTAs:
There are various reasons why marketers put videos on Facebook. While liking, sharing and commenting remain the basic nutshell of the results that the video publishers seek, other major Call-To-Action come in the following names: ‘Call’, ‘Subscribe’, ‘Request a quote/ demo’, ‘Follow’, ‘Learn’ etc. It is important to solicit a ‘Call to Action’, to give a well-defined direction to the viewers of a video, as to what should be the ideal next step. A video without a proper closure is like a never ending race-track, without a finishing line.
6. Tell The Backstory Of Your Video:
With the widest collection of unique 360 experiences, Facebook is the best place to share, discover and take your content to the next level with 360-degree videos. People can easily discover the content of a 360° video, with a special 360 icon indicating interactivity. Now, with this feature of Facebook, the videos you put on your timeline do not have to look absurdly stretched and tormented by the panoramic functionality of cameras. A Polish-British writer once said: “My task, which I am trying to achieve is, by the power of the written word, to make you hear, to make you feel–it is, before all, to make you see.’’ Thus, with videos, it is highly recommended that the content creators write a post that entices and lucrates the ones who are reading the post into actually watching the videos. The written post can be crafted in such a manner that asks a question while implying the video has the answer. This can get people interested in watching the video.
7. LIVE Videos:
A lot of companies and brands are now increasingly engaging in live broadcasting content and promotional events on Facebook. This enables the marketers in getting instant eye balls of the people who have active logged in Facebook sessions, which essentially means that the marketers do not really have to go hunting for people after having published a video content into the metaphorical bubbles of the existence of content and the video world. According to a report published by Facebook, users are 3 times more likely to be watching live broadcasts on Facebook.
8. Scheduling Videos:
The scheduling feature of Facebook lets you send out your videos at the best time to gain maximum eyeballs. To ensure that your video post gets maximum visibility, you can go to the drop-down menu in the post and choose the feature: ‘Best Time’.
Now, for every marketing endeavor or any effort in general, we should be defining clear-cut goals that we intend to achieve. These are a couple of video marketing metrics, marketers aim to achieve overwhelming results for:
– Engagement: This metric addresses questions like: “Are people liking and sharing your videos?”, “Are they leaving comments too?”
– Views: This indicates how many people are watching your videos, and for what duration.
– Traffic: This metric takes into consideration if your videos are linking back to your blog or website and if yes, how much traffic are they driving?
– Follower growth: If paid video ads are being made, are these ads helping you to explore and reach out to a new audience?
– Revenue: If you are running video ads that get directed to an e-commerce page or a signup form, how much money are you able to raise from those conversations.
It is now blatantly clear that the quantum of video being watched on Facebook is hard to ignore. Over and above, the newsfeed algorithm makes it harder to earn high organic reach. However, to the rescue of content creators, if the video content is viral enough, there are huge chances for the video publishers to materialize on that. A video marketer, widely using Facebook for promotional activities once said that if some content is worthy enough, then the video publishers get to play their own game and at their own terms. The longer some content could stay relevant in people’s lives, the better the chances of that content spreading like wildfire. Now, a question is what is it that could lure people into watching a video. So, for that, the content curators should make sure that the content they publish via videos should be one or all of these: inspirational, useful, a medium of celebrating lives, topical and a harbinger of shaping a better world.