The battle for dominance among social networking giants continues, with TikTok, Instagram, and YouTube gaining popularity. However, Facebook remains the undisputed leader with nearly 3 billion active monthly users worldwide. Its vast reach makes it an ideal platform for marketers to connect with customers through video content.
Let’s explore the different types of videos that can be used on Facebook and we’ll provide some best practices for creating video content in 2023.
What Does Facebook Provide for Video?
Facebook offers several video content formats for marketers, including Facebook Live, Reels, and Stories. Facebook Live allows users to broadcast virtual events, Q&A sessions, or performances in real time, enabling viewers to comment and share the broadcast as it happens. The recorded video is then published to the profile, group, or page for later viewing. This format is best suited for real-time engagement.
Facebook Reels, inspired by TikTok, are short vertical videos that can be up to 90 seconds long. They are set to public by default and can be shared on or off Facebook. Facebook Reels are ideal for reaching a wider audience and discovering new content.
Facebook Stories, similar to Snapchat and Instagram Stories, are collections of photos and videos designed to disappear after 24 hours. They offer features like filters, text, and stickers, and can be used for various purposes, such as sharing behind-the-scenes moments or short how-tos. Facebook saves Stories in a story archive for later revisiting.
How To Optimize Video for Facebook
As Meta owns both Facebook and Instagram, video marketers can use Facebook’s creator tools to cross-post videos to Instagram, saving time by eliminating the need to create separate posts for each platform.
To optimize Facebook videos, creators are provided with a checklist by Facebook. An optimized video should be an actual video within the recommended technical specifications, the appropriate length, optimized for mobile, authentic and not engagement bait, respectful of intellectual property, and playable with sound and captions. It should also have a fitting title, description, and thumbnail to enhance discoverability.
In addition to Facebook’s checklist, seasoned marketers offer their insights and strategies for creating effective videos. Shooting high-quality videos is essential for standing out in users’ feeds and capturing their attention until the end. Investing in the necessary resources, such as good equipment, is crucial. However, high-quality doesn’t necessarily mean expensive, as there are techniques to shoot great videos even with an iPhone.
Getting Viewer’s Attention
Grabbing viewers’ attention from the start is vital, given the shrinking attention spans. A strong hook at the beginning of the video is crucial for both viewers and the algorithm. Facebook Reels’ algorithm tests the initial performance of a video with a small audience and expands its reach if engagement is high.
Using Facebook Live tools that encourage person-to-person interactions can boost video distribution. Features like polls, featured links, sharing Live videos to Stories, comment moderation, badges, donations, and live shopping help generate engagement.
Crafting high-converting headlines and descriptions is essential for attracting viewers. Headlines should clearly convey the video’s content, while descriptions should make a targeted promise about the benefits of watching. Including numbers and testing different variations can improve the performance of the video.
More Tips To Consider
Reposting high-performing content from the past can be beneficial. Good content remains most important, and repurposing previously successful videos can yield positive results. Conducting a content audit every six months can help identify such opportunities.
As the competition on Facebook intensifies, it’s crucial for video content marketers to deliver high-quality and captivating videos. Attention should be given not only to the video itself but also to the accompanying copy that entices viewers to click the play button.
When executed effectively, Facebook videos can significantly benefit brands by increasing brand awareness, boosting engagement, and driving sales. Following the mentioned pointers can help marketers make the most of their Facebook video content.
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