Facebook Video has become a sensation. Particularly in the last five years when video content creation and distribution became easier – thanks to the proliferation of high-quality cell phone cameras.
However, with the recent announcement that Facebook has once again made changes to how video content appears on users’ news feeds, it is likely we are going to see a major change in how marketers and advertisers get their messages across.
With this news in mind – we’ve put together a few tips to help marketers stay on top of these new changes.
Keep it Short
There is no doubt that video content is the bread and butter of brand marketing and advertising.
According to Brandon Fargo of Brahvia Consulting, Facebook has been promoting more video content by “pushing advertisers to focus on creative and push out content that is the most relevant to their audience and in short clips. They are finding that 15 second videos that can be delivered on their platforms, through stories, instream videos and Instagram are the most effective and quickest way to get your message across to your audience.”
Short clips are definitely the way of the future because you need to cater to the ever-decreasing attention spans of customers. Short, sharp videos can be edited together faster without you having to lower the standards for your visual content. Yet, the amount of footage needed for a single 15-second clip will be far less as compared to what you would need for a five-minute video.
*Pro Tip – Keep an eye on the rise of Cinemagraphs – a hybrid of photo and video that plays on a loop. These are short, arresting, and visually appealing. With Facebook’s new changes, Cinemagraphs could be the best way to ensure that you get repeat viewership and completion rates.
Marketing Must Be Personal
Video content may have been taken over by marketers, but it is still inherently personal, in the sense that, in order to connect to your customers, you need a face that people can identify with. A trustworthy person who customers can instantly like and relate to will sell your product far faster than the most high-production video money can buy.
Stories are what sell to customers. If an advertiser has a great story, they don’t need to have 4K resolution videos or celebrities to sell the product. The story does the job for them.
Matt Johnston, CEO & Founder of Guide Social, makes a great point about what advertisers often get wrong about the way video works in selling products. “What you should really be focusing on is not saving up $50K to make a crazy digital commercial for your brand, and instead focus on what kind of video content will evoke emotion from your core audience. What will they emotionally respond to – because that’s why people buy things – they are moved to.”
Timing is Key
Emilia Picco writes over at Disruptor Daily: “The future of advertising is more dynamic, more personalized, and more relevant. The challenge for advertisers is providing this on a dime – delivering in real time, pivoting fast, and keeping costs low.”
Advertisers need to be on-trend at all times if they want to reach their audience. The number of people who spend time on social media almost any second of any given day is staggering. This is why advertisers need to keep their eye on the ball.
While many marketers think that being on-trend requires the ability to create brand-new content the moment an event takes place, this isn’t true. Content can be repurposed and repackaged to project a new message or deliver a new call to action. Not being able to seize the moment isn’t a result of not having access to the right technology – it’s more about not being able to think out-of-the-box about what you already have.
Views vs. Shares
You’ve put in the time and effort to create your video content but having the right content ready at the right time will only get you so far – you also need to get the message out as far and wide as possible.
The kind of views you receive will affect how Facebook treats your video content. You need stories that capture people’s attention but if your videos keep people engaged for one minute, Facebook will give that video, and your page, more weightage. Bonus points if you can keep them engaged for three minutes.
Plus, Facebook is now putting more emphasis on how well your content is shared. With the new algorithms coming into place, you need to shift your focus from the view count to the share count of your Facebook video content because it’s no longer enough just to have high views.
The future of Facebook video marketing and advertising is changing, but that’s how social media works. You need to be ready to face these challenges and adapt your strategy accordingly because when you have a great story, it deserves to be seen.