Among all the trends and influences that have transformed social media marketing, video has been the most prominent. Digital marketing has been steadily shifting toward video content over the past years, and today, it’s safe to say that videos dominate the field.
Facebook draws 4 billion video views every single day, which accounts for 100 million hours of watch time per day. Quite remarkable, don’t you agree? After introducing native video on the platform in 2007, Facebook continued to grow its arsenal of video tools to include live broadcasts, 360 videos, and later, stories.
With the wide support and demand for Facebook video, it’s essential for brands and marketers to take advantage of this medium. In this article, you will learn all the essentials of Facebook video and gain valuable tips to strengthen your content marketing strategy.
So if you’re ready, let’s get down to business!
- Types of Facebook Videos You Can Make
- 10 Facebook Video Marketing Tips
Types of Facebook Videos You Can Make
When it comes to the types of videos you can make for Facebook, there are two ways to approach the matter: format types and content types. Being aware of your options will give you more freedom and flexibility with your video marketing.
So without further ado, here are the forms of videos you can post on Facebook.
- In-feed Post: When you post a video natively, i.e., upload the file straight to Facebook, it’ll appear as a regular post in users’ feeds. Facebook auto-plays these types of videos, thus helping to direct attention to your video posts.
Native videos are given priority by the platform’s algorithms and typically attract more engagement.
- Facebook Stories: Stories are short-lived videos or images visible for 24 hours after posting. Stories with photos play for five seconds, while videos last up to 20 seconds. This form of content is ideal for sharing updates, announcements, sneak peeks, reminders, polls, etc.
- Facebook Video Ads: Video ads are sponsored posts that can help your business increase reach and connect to a new audience. Facebook allows you to choose your video ad’s marketing objectives and target audience for better results. You’re free to set your budget and the duration of running the ad.
- Live Broadcast: Launched in 2015, Facebook Live video quickly became a convenient way for brands to share memorable experiences with their audience and simultaneously boost their page’s engagement.
As a rule, live content attracts more views and reactions than regular posts due to its exciting nature. You should take advantage of this by organizing live webinars, interesting events, Q&A sessions, or office tours.
- Cover Video: Swapping your cover photo for a video is a great way to liven up your page. Your cover video will be one of the first things visitors notice when they go to your profile, which gives you the perfect opportunity to introduce your business with a fun explainer video.
Facebook also allows you to embed a video from another platform through the link, but as mentioned, natively uploaded videos are better regarded by the algorithm. Now, onto the content types you can make use of in your videos:
- Explainer Video: You lose any chance of brand recognition and closing sales when the potential customer doesn’t understand what your business does. Explainer videos solve this issue by presenting your business in an accessible, engaging way.
- Product Promo: Product demos and promos combine well with Facebook video ads. They’re an absolute must to draw attention to your latest release, brand your product, showcase the features and benefits of your offering, and the list goes on.
- Company Culture: Company ethics and culture are invaluable in today’s global marketplace that’s becoming increasingly more conscious. Besides, such videos help to humanize your brand. Recruitment videos are one popular way to give your followers an insider look into your office life.
- Tutorial: How do you educate and entertain at the same time? The answer is simple — tutorial videos. Regardless of your industry, relevant tutorials will help you gain the audience’s trust and appreciation.
- Customer Testimonial: People want to hear about your brand not only from you but also from your customers. In fact, they often prefer the latter as it paints a more accurate picture of your company. Customer testimonials and user-generated content (UGC) can, at times, be more effective promoters than ads.
Of course, video content types are not limited to the list above, but the ones mentioned are the most widespread simply because they work so well. Before choosing which type(s) to make your primary focus, consider your target audience and what they might be interested in.
10 Facebook Video Marketing Tips
The quality and professionalism of the videos you put out will always be linked to your brand’s online reputation. Better content equates to a more attractive brand image, but it need not necessarily equate to a larger budget when you have smart video marketing tips.
Have a Clear Intent
The goal you want to target will determine the type of video you need to create. Think carefully about what you want to achieve: more engagement, traffic, views, conversions, or just brand awareness.
If your video of choice is a video ad, Facebook will ask you to specify your goal before you share your project. However, this is something you should do regardless of the video type you’re planning to share.
For startups and newly established businesses trying to make a name for themselves, it’s wise to start with the awareness stage of marketing. In this stage, the main objective of a brand is to introduce itself to the market and generate awareness.
Entertaining and informative videos related to the business’s niche are the perfect match for this stage. Once the business has positioned itself as a reliable source in its respective field, it can then confidently move on to present its products and offers.
Make the First Seconds Count
You have around 5-10 seconds to capture the viewer’s attention, and if you fail to do so, you’re likely to see a steep dropoff rate at that mark. This is why it’s critical to have a hook within the first 10 seconds of your video.
It’s estimated that the first three seconds of a Facebook video ad are responsible for as much as 47% of the total campaign value. So it’s best to make those seconds count. This doesn’t mean, though, that you have to fit your entire message into those three seconds. Instead, try to evoke an emotion with your opening statement.
People react best to intriguing, humorous, or relatable messages. Depending on the video’s topic, try to aim at one of those three sentiments with your opening lines.
Prepare for Sound Off
85% of Facebook users watch videos with the sound off. On top of that, people also tend to have a negative reaction to videos that start too loudly. What you can conclude here is that it’s never guaranteed that viewers will watch your video with the sound on.
One way to prepare your video for sound-sensitive environments is to add closed captions. Captioned video ads can increase video view time by an average of 12%. Facebook provides an auto-captioning tool that can generate video captions for you. It’s a good alternative if you don’t want to add captions manually.
Another effective way to combat silently played videos is to combine visual elements with the footage. Such elements can be text, icons, graphics, b-rolls, multiple shooting angles, and so on.
Optimize for Mobile
Facebook’s mobile-first approach no longer raises questions when you account for the fact that 78% of Facebook users access the app via mobile. Your videos will most likely be viewed on small smartphone screens, so you have to put in extra work to ensure your video is well visible.
While you can post both landscape and portrait videos, it’s a safer bet to go for the latter since vertical videos get 35% more views. Vertical videos take up more space in the feed and provide a better watching experience to the viewer.
Aside from the video orientation, also pay attention to the text and graphical elements. Make sure they are clear and large enough to be legible.
Go for the Right Length
Facebook allows up to 240 minutes for feed videos, but how many of those should you utilize? The answer will depend on the type of video, but as a general rule, Facebook recommends you keep your videos “as short as they possibly can be and as long as they need to be.”
What this means is that you should aim to convey your message in the shortest amount of time. But that amount will differ from video to video. Average social media videos are 1-2 minutes long, and they only focus on one key idea in order to avoid overburdening the visitor with information.
Facebook finds that ads under 15 seconds work best in the News Feed, and the top-performing Facebook Stories are under 10 seconds in length. Use these numbers as guidelines for your content, not as an unshakable rule.
Show Your Logo
The best way to imprint your brand image in the minds of followers and increase brand recall is to use logo animation. Logo animation is exactly what it sounds like — a quick animated clip featuring your brand logo. It’s used to leave a signature mark on your videos, hence making them identifiable at first glance.
Logo animations appear close to either the beginning of a video or the end. They should be swift and effective to catch the viewer’s attention and release it at the right time. There are ready-made templates that will help you create attention-grabbing logo animations in minutes.
Strategize the Call to Action
If there’s a specific action you’d like your audience to take after watching your video, you should let them know about it. Your CTA (call to action) could be following your channel, visiting your website, downloading a whitepaper, or sharing the video.
You can place your CTA at the beginning, middle, or end of your video, but do make sure that the timing is right.
Consider a Custom Thumbnail
Your options for a Facebook video thumbnail are the following: choose a scene from the video for the thumbnail or upload your own image. We recommend you go with the second choice. Custom-made thumbnails not only organically gravitate attention to your video but also show a higher level of commitment from you.
An effective thumbnail comprises eye-catching typography, facial expressions, and a pleasant color palette. Feel free to check out our article on tips for a clickable thumbnail to learn more about creating thumbnails.
Refine Your Copy
A winning headline and description play a significant role in persuading users to watch a video. A headline should be succinct and catchy and inform the viewers what the piece is about. The description, on the other hand, can expand a bit more on what the video contains and can even ask questions to strike up a conversation in the comments.
The character limit for posts on the platform is quite wide, so feel free to experiment with the length of your copy to see what works best.
Animations are a powerful tool not only for entertainment but also for educational and promotional purposes. Brands often rely on animation to explain complicated products or concepts without overwhelming viewers.
Animated videos are a great way to make your brand look approachable online and advertise your services without coming off as too promotional.
Facebook continues to push video content, whether it’s in the form of video ads, live broadcasts, or regular posts. Experiment with different content types and formats but don’t forget to include videos in your Facebook marketing strategy. Use the tips in this article to make informed decisions before you upload a video on Facebook.
Ready to start making your Facebook video? Find ready-made templates to help you create broadcast-quality videos online.