Why should I use Facebook video?
Does Facebook video add value for my cause or business?
Is video worth it?
The answer is a big YES! Here’s why.
A recent study shows that Facebook videos are now shared 157% as often as YouTube videos. Facebook has taken its preference for video to a whole new level by tweaking their News Feed algorithm to prioritize video. The result is over 4 billion video views each day. With these numbers, Zuckerberg’s platform is rumoured to actively suppress Youtube videos shared on Facebook.
But don’t worry! If you you’re still new to the Facebook video world, here are a few tips to help you make the most of your video strategy:
1. Make sure you share great video (duh!)
Focus on quality from the first frame. Creating video content exclusively for your Facebook audience doesn’t mean you should skimp on quality. Higher production value and good storytelling results in more organic reach and higher post engagement. Plus, it makes your Facebook audience feel like they’re getting something they can’t get anywhere else.
Native videos start playing immediately as people scroll through their Feed. Videos initially play silently, but people can tap the video to play it with sound in full screen. Make sure you lead with imagery that will catch a person’s eye from the very beginning (like Jason Bourne’s 5-second teaser). Subtitles, captions and titles are also great way to get your audience hooked in the first few seconds.
Beyonce was one artist who clearly understood the power of visuals on social media. For her fifth album, she released 17 videos all at once, garnering a lot of reaction from both her fans and the general public. On Beyonce’s Facebook page alone, her preview video has been shared close to 69,000 times and had over 16,000 comments; and it all happened over one weekend.
2. Add a video CTA to engage your audience
After watching your video on Facebook, your supporters want to know what to do next.
Using a call-to-action button – or CTA – to invite them to visit a destination of your choice, such as a website, petition, or donation page is a great way to maximize the return on your video investment.
If your goal is to move people up the ladder of engagement, adding a CTA at the end of your video will make it easy for people to connect more deeply with your stories and cause, while driving engaged supporters to your campaign. Examples for the call-to-action Facebook offers include Learn More, Watch More, Shop Now, and Sign Up.
3. Take it live
Facebook’s algorithm now prioritizes Facebook Live video posts. That means whenever a page or person you follow goes live, you’re going to see it at the top of your feed. And it’s clear why: Live video is a relatively new feature for Facebook, and to promote it they want to make sure it’s the first thing you see. Facebook Live will even send a notification to a lot of your followers– and it’s extremely valuable to get that kind of attention for free.
Initial data from Facebook revealed that people comment 10X more on Facebook Live videos than on regular videos.
Facebook Live is a great tool for boosting your online marketing. And you’ll notice its videos are looking way more polished as media outlets are able to shoot live from professional cameras and even drones.
Live videos engage viewers, and keep them engaged for a longer period of time than traditional videos. And the best part is you don’t need a broadcasting agency to produce the content for you. Facebook Live is intuitive and user-friendly; you only need a smartphone with the Facebook app in it and you’re ready to livestream. Your smartphone’s built-in microphone might not give you the results you want, in which case you may want to think about getting a smartphone lavalier mic.
If you’re really looking to take things one step further, Mevo is the first standalone camera that can directly integrate with the streaming service. Mevo not only makes it really easy to capture excellent video and sound for streaming and sharing, it also lets you direct and edit on the fly.
Using Facebook Live is really easy and fun. Just make sure to keep it authentic and interactive to make your audience feel heard.