Facebook Video Marketing Done Right
Why Use Facebook Video Content
If you haven’t started using video content on Facebook yet, now is the time. At 32 billion views on Facebook per day, you cannot afford to not get in on it. Still not convinced? Check out these other impressive facts about Facebook video below.
There’s currently a problem with social media platforms having a decline in their organic reach. At the same time, though, it is impossible to ignore how much video content is being watched on Facebook. Because of this, having interesting video content can be a great way to extend your reach, especially since now the newsfeed algorithm makes it more difficult to gain organic reach.
It’s true that it takes some time and effort to create video content, but you can get the most out of this effort by using a marketing calendar like CoSchedule, which has tools like social video that allows you to upload your videos to your calendar, and schedule them to be posted at the best time.
Getting started with Facebook Video Marketing is totally worth it and surprisingly simple, and this article will show you exactly how you can get use Facebook to market your own content videos.
Best Facebook Video Marketing Practices and Mechanics
What Video Format is Supported
The first thing you need to know to start creating content using Facebook video hosting is to know what types of video files are supported. Video file types that Facebook recommends using are .MP4 and .MOV files, but they also allow you use other supported formats, as well.
Should You Host On Facebook or a Separate Hosting Platform Like Youtube
YouTube is in competition with Facebook as a video hosting option, and as such they prefer videos to be uploaded directly onto the Facebook instead of using a separate platform like Youtube. Doing so makes it easier for Facebook’s algorithm to get your video in front of the audience that would be interested.
Uploading directly to Facebook means you’ll have a higher chance of getting more views, comments, and even shares. This was confirmed by a study, done by Quintly, where it was found that native Facebook videos got 186% more interaction rates compared to YouTube videos.
Unfortunately, there is one downside to hosting on Facebook, as it seems that native Facebook videos have a life shelf that is much shorter. This means that videos tend to sink to the bottom after the likes and shares cease. This can make finding old videos on Facebook hard and it can be a struggle to directly link to them.
Knowing this, sometimes you’ll be best off uploading your Video to Facebook, and other times to YouTube. You can always upload your video on both platforms, but if you’re choosing one follow these tips to choose the best one:
- If people won’t care about the video in a month, choose Facebook
- If the video will be appealing long-term (evergreen), use YouTube
- If your video is over a couple minutes in length, you’ll probably want to use YouTube, which we’ll discuss in a bit.
Facebook Video Length Requirements
Facebook allows you to upload videos up to 45 minutes long, but for engagement’s sake, the ideal length is about 1:30 minutes.
Facebook recommends you concentrate on creating a cohesive and succinct story, rather than focusing on the length of the video, though. So long as your video isn’t longer or shorter than the amount of time needed to tell your story you should be good.
What should you think about timewise when creating Facebook video content, then?
- Keep them to the point and short
- If your video is longer, try breaking it into episodes that are easier to digest
- Don’t ignore your Facebook analytics, find what’s working and continue with it
What Types of Videos Should I Make?
There are a plethora of video categories you can consider, so aim for the ones that you think your audience will love. Depending on what your audience, here are some ideas:
- How-to: videos on how to perform some task.
- Entertaining: funny animal videos, memes, anything you can imagine that would be entertaining.
- Behind the scene: a video showcasing what it’s like in your company, or how you create something.
- Product demonstration: show how your service/product works.
- Customer testimonials: recording a customer giving you rave reviews.
- Live video: you can live stream to Facebook and it will broadcast directly to your profile page.
Equipment You’ll Need
Of course, this will depend on your budget, but you’ll want to invest in some quality production. If you have an awesome idea for a video, as well as polish and effort, you can generate amazing results even if you don’t have a production team.
The first step in this game is to get your equipment together.
Camera Type Selection
The kind of video quality in your content can have a massive impact, so make sure you are using a camera that fits with your goals.
- Smartphone: if you’re in a pinch, a smartphone can shoot hi-resolution videos that will work well enough.
- Digital SLR: you can get a decent entry level one for at least $500, and will shoot awesome videos.
- Handicam: an amateur digital camera will work if you’re able to spend a few hundred dollars.
- Professional video camera: any business with an in-house videographer will demand this equipment, and you should provide it if you can.
Audio quality can make a big difference depending on the content you are creating.
- Smartphone microphone: you don’t need to spend too much money on a smartphone condenser mic, and it will improve the quality of your audio
- Camera mic: these start around $50 and up
Don’t underestimate what a good tripod may do for your content. A stable vs shaky video can make your content much more visually appealing and boost engagement.
- Smartphone tripod: this will go a long way in shooting a better video. Also, a smartphone adapter for a full-sized tripod will also work
- Monopod: affordable and lightweight
- Actual tripod: the best option, but also the most expensive
Even if you have zero experience in shooting videos, (don’t worry the more you do it the better you’ll get) with the right equipment, you won’t even need to be a video pro to make awesome videos for your audience.
How Should I Shoot My Video?
Shoot Vertically if Using a Mobile Phone:
Shooting video in this style may be going against the old practice of shooting in landscape view, but they look better on mobile devices, and shooting vertically on your phone produces better results.
The Rule of Thirds
The rule of thirds is that you should split your frame into a 9×9 grid. Doing this will help you to produce more visually appealing shots because it helps with balance.
Subject Must Fit In The Frame
This one is simple. Don’t cut off any limbs or heads in the frame, and shoot people above the waist. Allow your audience to clearly see what is happening.
This picture is a great example. The subject is positioned off-center (following the Rule of Thirds), with everything important in the frame.
Use the First Few Seconds to Grab Audience Attention
Generally, people scrolling down their news feeds don’t have the longest attention span, so make the first few seconds count. Facebook says that you have about 3 seconds to grab your viewers’ attention, and even then, only 65% will watch into the next 10 seconds. Cut out the dramatic build-ups and intro’s and just get to the point.
How To Promote Your Facebook Videos?
So you’ve done all the work shooting it, now how do you get others to watch it?
Write strong post copy
Write a copy that attracts views and includes videos in your posts. Here’s how:
- Create a post with questions, while alluding that the answers are in your video.
- Get your followers excited for your video by hyping it up.
- Spark curiosity in your writing.
Embed Facebook Video Content on Other Web pages.
You can actually embed Facebook videos on web pages, similar to how you would a YouTube video. This means that you can have blog posts or static web pages with your Facebook videos embedded in them. It’s as easy as selecting the arrow in the upper right corner of any video, then selecting embed. You can also include the whole post by selecting the box
If using WordPress, switch to text view and then paste the top code at the top of your page.
Add Featured Video to Your Facebook Page
If there’s a video you really want your followers to see, a great way to promote it is to feature it on your Facebook page. To do that you will need to go to your Facebook page, select videos, and then add featured video. This will allow you to choose any of the videos you’ve uploaded. By doing this, your video will be displayed on your profile’s main page under the “about” section.
Use Video As Cover Photo
In case you didn’t already know, you can make your cover image a video. Your cover video should be 820×462 pixels wide and 20-90 seconds long. It is important to note, though, that if you want a video as your cover photo you need to use a Facebook business page. Go to “change cover” and choose from videos/ upload video. Then you simply select which video you want as your cover photo. Once you click to confirm your video, it becomes your cover photo.
Or you can utilize a paid route and use…
Video Advertising or Paid Promotion
You can reach more people and get more views by paying for your video to be promoted or turning your video into an ad. If you plan on doing this, though, you must follow Facebook’s design guideline for ads. You can also read Wordstream’s guide on Facebook ads as well.
How Can You Drive More Traffic From Facebook Video?
Even though Facebook removed the “Call To Action” links on facebook videos, there are still ways you can drive traffic to your site through your native Facebook videos by using:
- Links in post’s copy: you can add a link to the post copy that accompanies your video
- Tags to other accounts mentioned in the video: if you reference other companies/people in your video, tag them. Doing this will distribute your video to their fans as well
How To Measure Your Success
Video marketing on Facebook can be lots of work and you will want to know if it’s paying off. To check your data and analytics and see if you’re meeting your goals, you can use Facebook insights to access all this information and figure out what works and what needs improving on.
To view your video metrics, go to your Facebook page and select insights, then select videos on the left.
With this you can see the total minutes of the video that’s been viewed, the number of video shares, and the change over time.
You can also view each video’s detailed analytics, simply select which video you want to see stats around. This will show you a full breakdown of the analytics for that specific video.
How Do You Set Facebook Marketing Goals?
You should always set your goals the SMART way!
- Specific: you should set firm numbers/percentages to hit
- Measurable: track progress with data
- Attainable: everyone on your team should agree on the goals
- Realistic: be ambitious, yet attainable
- Timebound: deadlines matter
Now that you know how to set goals, what metrics do you track? Here are your options:
- Engagement: anyone liking and sharing and commenting on your videos?
- Views: how many people watch your videos, and how long are they watching?
- Traffic: do your videos link back to your site? How much traffic do they drive?
- Revenue: how much money are you earning from video ads that direct to an e-commerce page or signup form?
Awesome, you now know how to:
- Create content for your video your audience wants
- Set goals for your video content, and achieve them
- Use your current budget and resources to accomplish it all
All that’s left for you to do is shoot the video!