Facebook can be an incredibly effective platform for reaching a defined audience. In fact, other than Google, I don’t think there’s a better one out there. The ability to target your posts or ads not only based on the location and demographics of your target audience, but on its interests and behaviours, is incredibly powerful.
But before we dive into Facebook’s proficiencies as a marketing communications platform, let’s get some of the basics out of the way. Here are four simple tips every organization should keep in mind when using Facebook to distribute video.
Tip 1: Get Personal
Facebook is all about making and strengthening connections with people, and that applies to organizations too. Whenever possible, use Facebook video to show the human side of your operation.
Get in front of the camera. Introduce yourself and your team. Keep it natural. Remember that Facebook is primarily a place people go for entertainment and connection with friends and family, so save the scripted corporate video for LinkedIn (actually, don’t bother with a corporate video at all).
You may feel a bit vulnerable, but aim to connect on a human level and show off your organization’s personality, charm, and quirks. We’ve all got them. That’s what makes us human.
Tip 2: Upload to Facebook
This is a bit more on the technical side, but one very important tip when using Facebook is to upload your video directly to Facebook, rather than pasting a link to YouTube on your Facebook page.
Why is this important? Facebook is investing seriously in video right now, and they’re competing directly with YouTube. Their news feed algorithm is prioritizing video uploaded natively to Facebook, which means more reach for you, and a much higher chance your video is going to be seen by your audience.
So by all means, continue to upload all your videos to YouTube. But do a separate upload to Facebook, and build up that library of great video content.
Tip 3: Get Moving
When Facebook introduced videos that start playing automatically in the News Feed, it opened up some incredible opportunities for marketers.
The auto-play feature brings your Facebook content to life – the movement and motion of video is a huge draw, and Facebook is reporting way more engagement now that videos automatically start playing in the news feed.
Another valuable feature Facebook has introduced is the view count, which everyone can now see. Not only does this give marketers a quick way to see how well their video is performing, but it also helps people discover popular videos.
Remember – motion and emotion are two huge reasons why video should be a major part of your content marketing strategy. As Mark D’Arcy, chief creative officer for Facebook’s Creative Shop, said, “We are only just starting to unlock the potential of sight, sound and motion in a feed-driven world.”
Tip 4: Think Mobile
Facebook’s strategy with video is to think mobile first, and now more than 65% of video views are on mobile. So how does this affect your content marketing?
One thing we always ask a client when we’re planning a video is, “Where is your audience when they’re watching your video?” Are they at work or at home? Are they watching it at a live corporate event or from the comfort of their couch? The answers to these questions have a huge impact on how we develop a video. Length, script, tone and visual cues all change based on where we think the audience is watching the video.
That’s why the surge in mobile views is important. Facebook users have short attention spans, and as we see an increase in mobile views, that attention span is going to get shorter. That doesn’t mean the video content can’t have substance; it might just mean that substance is spread across four 60-second videos instead of one four-minute video. It means we have to develop visual hooks to get attention as the user is scrolling down their news feed.
By thinking mobile as we’re developing video content, we’ll avoid the trap of producing videos the way we did in 2005. Things have changed, and your audience is moving.
I hope you find these tips useful. I’ll write more about using Facebook as a marketing communication platform in a future post, and I’ll explore its ability to promote understanding of complex subject matter and drive behavioural change.