In today’s day and age, marketing is synonymous with personalization. It’s all about reaching out to the customer in the right manner, in the right place and at the right time. The place here is social media.
On a parallel note, as most of us know, videos have immense potential for marketing today. Cisco has projected that 82% of Internet traffic will come from video by 2022.
What’s more, 81% of businesses use video for marketing. Brands are combining the reach of social media and the power of video to engage with their audience. Among various social media platforms, Facebook is the most popular social networking site across the world.
Get this- it has 2.27 billion monthly active users. And for brands, it has never been a better time to invest in Facebook video marketing.
Here are some impressive stats!
- Facebook is the most preferred platform by B2B and B2C marketers.
- 68% of marketers have used Facebook videos. Of those, 87% found it to be an effective strategy.
- According to Hubspot, 41% of marketers plan to invest in Facebook videos over the next year.
With 100 million hours of videos being watched on Facebook daily, it is essential that you invest in a Facebook video marketing strategy for your brand today!
Here are the best ways to use Facebook videos to engage your customers.
1. Facebook Live
If your company is hosting a conference or workshop, consider using Facebook Live to record it and share it with your audience. It will remind them of what your company offers.
Live videos generate six times more engagement and are watched three times longer compared to regular videos. These are becoming a rage in Facebook video marketing. So, go ahead and go live!
2. Influencer marketing
Today, influencer marketing has become a rage and one of the best ways to promote your brand. Uploading your influencer’s content or collaborating with them go live from your account can generate a lot of engagement.
Stories create a sense of urgency, and this helps in conveying your message to a broad audience in a short period. You could consider converting some of your blog posts into stories for their benefit. You could upload a text animation video as a story.
4. Explainer videos
Using an explainer video is proving to be very useful since it conveys what your brand is all about in a simplified manner. A HubSpot study revealed that 95% of people watch an explainer video to find out more about a product or service. An explainer video is typically 60-90 seconds in length, helps you reiterate brand values and create an impression. Consider uploading it on your Timeline as a post or as a featured video.
5. Product Teasers
Short teaser videos about a new product are a definite way to get your audience excited. Consider uploading a teaser video as a story or as a featured video on your Timeline. Highlight something exciting about the new product and encourage them to try it out.
6. Product Demos
Take your audience through the experience of using your product by making a demo video. You can use different types of videos for a demo. Consider using 360 videos which provide an immersive simulated experience to viewers. You could upload these videos on your Timeline or add it to the featured section. These are sure to get people talking! Demo videos are a brilliant method of Facebook video marketing.
7. Announcements of offers or deals
Planning to introduce an offer on your products or services? Or are you planning a sale soon? Think about uploading a short featured video on your Page or a story. These will increase awareness and get your audience excited about it.
Take your audience through the development of your product or let your employees talk about what they do at your company. You could even go backstage during an event. Behind-the-scenes videos build trust and give people a peek into the company culture.
Which would you rely on more- your friend’s opinion on a product/service or an ad about it? The chances are that you will rely on your friend. Today, most people rely more on word-of-mouth recommendations before buying a product or service. There you have it! Testimonials are a great way to reassure people about the quality of your brand and again, build trust in their minds.
Now that you have an idea about the different types of content that you can post on Facebook, let us discuss some of the top Facebook video marketing strategies for your brand. Read on!
Optimize for visibility
The title and description of your video are significant for its visibility on Facebook. Work on creating an attractive title and description with the relevant keywords. Once this is done, your video will be more searchable by users and will generate engagement.
The title should convey clearly what your video is about, and the description should explain what people can expect. Highlight an important statement from your video and add it in the description of your post. It will help people decide if they want to watch it.
How many times have you watched a video with subtitles on mute? Chances are you have done that more than once. If you haven’t, you should know that most people today tend to do that. Most people watch videos say, on their way to work or when occupied with another activity and don’t want to turn on the sound.
Today, subtitles are one of the fundamental aspects to keep in mind during Facebook video marketing. 85% of people watch Facebook videos on mute. On average, adding captions increase viewership of your video by 12%. These are reasons enough to be adding subtitles to your video. Facebook has an inbuilt feature to enable subtitles for your video.
Strong Call-To-Action (CTA)
Call-To-Action is the next step that a marketer wants its audience to take. A compelling call-to-action encourages traffic to your website and generates leads. Make sure you add a persuasive call-to-action at the end of the video.
A few examples of call-to-actions include Sign Up, Shop Now and Find Out More. A strong CTA is sure to boost your Facebook video marketing efforts.
You want to be able to appeal to your audience to watch your video once they see it in their feed. With the option of turning off autoplay for videos, getting your thumbnail image right is of utmost importance.
Customize your thumbnail so that people are curious to watch your video. An appealing thumbnail can increase engagement on your post.
Optimize for mobile
It has been estimated that 88% of users use Facebook on their mobiles and 95% of visits happen on smartphones and tablets. Hence, it is no surprise that all brands are following the mobile-first approach for Facebook video marketing.
Consider using square videos since they seem to generate more engagement than landscape videos on mobile.
Native videos are one of the most important things to keep in mind during Facebook video marketing. A study by Quintly has revealed that native videos generate 168% more interactions compared to videos hosted on other platforms.
Native videos are videos that are uploaded directly to a platform and played in a feed. These videos are a means of increasing organic traffic. It is the most widely used video format.
Grab attention early
Hooking your audience in the first few seconds itself is crucial. Considering that the human attention span has now reduced to 8 seconds, you have to give them a reason to continue watching and not skip your video. The right amount of entertainment and information has to be combined.
Ads are useful to convey your message to a target audience. The number of Facebook Pages using paid advertising is increasing daily, and several companies are competing for space on people’s news feed. There are multiple types of video ads that can be uploaded on Facebook.
Right from GIFs to vertical videos to in-stream video ads, you can experiment all you want to find the right type of advertisement for your brand. Facebook allows you to select an objective for your ad campaign, a budget and a target audience and add a CTA. Of course, the specifications for each type of ad varies, and you must carefully pay attention to these while deciding the format.
Understand the KPIs of your campaigns
It is essential to select the right Key Performance Indicators (KPIs) that you want to measure while creating your Facebook video marketing campaign. These will depend on your campaign objective.
For example, for short videos that convey your message in the first few seconds, tracking 3- or 5-second video views is essential. If your video is meant to increase website traffic, following the click-through-rate (CTR) on your ad makes sense.
The fact that Facebook is going to become a video giant is growing more and more evident over time. With live streaming and advertising booming, it might as well be considered a no-brainer to invest in Facebook video marketing. Leveraging the features of the platform for the right purposes is most crucial for a brand.
Have we missed out on any essential tips for a great Facebook video marketing strategy? Or would you like to share your experiences? Feel free to let us know in the comments below! We’d love to hear your thoughts. 🙂