Why and how marketers should invest in Facebook videos

The platform’s 2 billion monthly users, coupled with the option to target promotional options, makes it a great choice for brand messaging. However, it calls for creativity and a bit of tech savvy.

Why marketers should invest in Facebook videos

Despite a continually shifting landscape, Facebook reigns as king of social media. 

With more than 2 billion monthly users, the platform accounts for one in every five minutes spent online. So what can brand managers do to take advantage of Facebook’s robust audience?

The simple answer? Invest in video. Not only does Facebook’s algorithm favor video, it’s also the most likely to drive engagement. Best of all, it accounts for just 3% of the platform’s posts. This means there’s a huge opportunity for brand marketers willing to invest in video.

If you’re thinking about producing video for Facebook, follow these guidelines to make sure your videos get results:

Create compelling content.

From creative storytelling to killer visuals, video that entertains is the foundation of any Facebook strategy. Once you have a plan in place for creating content, follow these tips to ensure your video is optimized for the platform:

  • Keep it short. A BuzzSumo analysis of 100 million videos found that content from 60 to 90 seconds received the most engagement. The study also found that engagement dropped significantly for videos longer than two minutes. If you still want to produce longer content, consider creating two videos: a longer version for your website and a shorter version for your social media feeds. The shorter video will drive engaged followers to your website while retaining high engagement rates.
  • Include captions. Facebook says a whopping 85% of videos are watched without sound, so it’s crucial to enable closed captions. This puts added importance on the quality of footage and cinematography the video employs, so use text overlays, bold words and narration. 
  • Get the size right. To ensure your video looks great, follow Facebook’s recommended dimensions of 280 x 720 pixels. Remember that the maximum file size is 4GB. 

Amplify your video.

What good is a video if it’s never seen? Once your content is optimized for Facebook, it’s essential to get it in front of your target audience. Consider these tips when posting:

  • Post natively. Facebook’s algorithm favors videos that are uploaded directly to the platform—meaning you should avoid linking to external sites like YouTube or your company’s homepage. This also ensures your video plays automatically, eliminating significant hurdles to getting your content seen. 
  • Encourage partners to share. Tap your relationships with staff members and partners by letting them know when your video is live. Encouraging them to “like” and share the post can expand reach and boost engagement. The sooner your video sees engagement, the more likely Facebook’s algorithm will promote it in your followers’ timelines.
  • Give it a boost. If your video performs well organically, put some money behind it. Not only is boosting your video a surefire way to get it seen, but it’s also extremely cost-effective. Boosting can start at as little as $5 per post and reach thousands of people. Best of all, the platform boasts robust targeting features—making it easy to identify your target audiences based on their interests and demographics. 

Lisa Arledge Powell is president of MediaSource. Connect with her on Twitter.

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