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How to Use Video Marketing on Facebook

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Inside: Want to learn how to use video marketing on Facebook? Check out these tips on format, types of video and best practices

So video’s a big deal, we know that.  People pay more attention to it and as marketers, that’s a good thing.  We hate to be ignored!

We know that Instagram video marketing is important and a bit complex with the different formats and areas you can use it.  But what about how to use video marketing on Facebook?

There’s no doubt that Facebook loves video the same as Instagram – no surprise as they are the same company.  But things are a little different here than on IG.  Let’s dive into the basics and some tips on best practices for Facebook video marketing.

Why video marketing is such a big deal

In case you haven’t read any of my other articles on video marketing, let’s take a moment to appreciate why it is such an important part of your marketing strategy.

Stats show that people pay more attention to video.  62% of them consume whole videos versus skimming them.  This compares to long-form blog posts where people only consume the whole thing 25% of the time and skim the rest.

Then if we filter it through Facebook, the benefits are still as clear.  Video posts get an average of more than 59% more engagement than other types of posts, according to BuzzSumo’s study.

And if you want to dabble in Facebook Ads, video was favourite with nearly 70% of marketers because it delivered the best results.  People respond more to it and that gets a better return on investment.

Facebook video marketing - stats graphic on why it matters

Facebook video basics

So you are up for the idea of creating video for Facebook?  Let’s dive into a few basics of video on the platform.

For starters, there’s the video file type.  Good news is that almost all of the main ones are supported but Facebook does recommend the two big ones, .MP4 and .MOV files.

In terms of the length, the longest you can make Facebook video is 45 minutes.  But the reality is that the best videos are around 1 minute 30 seconds.  The aim is to be short and to the point, easily digestible and actionable.  

Of course, you can test longer videos and see how it works – every audience is different!

YouTube or native video?

If you are making a video, you are probably adding it to YouTube and then cross-post to Facebook seems logical.

But Facebook is possessive of its traffic and doesn’t like sending users somewhere else.  This means that it is often best to post the video on Facebook itself rather than cross-post from YouTube.

It’s an extra step but worth it as native video sees a substantial higher reach than a YouTube video.  

Perhaps the only downside is that it can be hard to find older native video so it has a shorter lifespan.  But if you put it on YouTube as well, you can always use this as an option to embed it in blog posts or other places and give it a greater life.

What types of video to create

Once you have the basics of format, length and how to post, then you will want to start thinking about what types of video to create.  There are tons of answers but a few categories that always perform well.

The six most popular types of video are:

  1. How to videos – teach someone how to do something in a short, concise way
  2. Entertaining videos – funny stuff, memes, animals or anything else that makes people laugh or just smile
  3. Behind the scenes videos – these highlights what your company does to create the products or services you sell and help people feel engaged with your brand
  4. Product or service demonstration – showcase what you do and how it works
  5. User-generated content – customer testimonials are particularly powerful or people talking about your brand on video
  6. Live video – not pre-recorded, this is where you ‘Go Live’ on Facebook and talk directly to your audience.  It can be off the cuff if you’re good at this or more pre-planned like a presentation or quick lesson

Shooting the video

While considering what type of video you want to create, also think about how you will shoot the video.  Smartphones can do a good job, especially newer ones with high-quality cameras.  DSLR cameras are also ideal for the job if you have one.

While Facebook may look horizontal, it is best to shoot video in landscape view.  That’s because it looks better on mobile and most of the time, that’s where your audience will be.

Follow a few basic composition techniques from photos such as the Rule of Thirds and you’ll create good looking videos too.

Facebook video best practices

Deciding on the type of video is a key part of your video marketing process but there are also a few best practices to consider when making it.

Concentrate on that opening hook

You’ll hear this about YouTube videos and it works the same on Facebook.  You want to hook people in during those first 4-6 seconds and get them to stick around to listen to more.

There are a few ways to do this including: 

  • Ask a question straight away
  • Quickly talk about a common problem you’ll cover in the video
  • Do something a little unexpected (but in a good way)

Don’t start by introducing yourself, come back around to doing this after you’ve hooked them in.

Have a clear CTA at the end

After that opening, the ending is the next most important part and you want to have a clear call to action (CTA) here.

Tell people what to do next – subscribe, go to the blog post, grab the free download, check out the product.  Whatever you want them to do next, tell them!

Have captions on your videos

Only about 15% of people watch video with the sound on – even with that annoying autoplay feature Facebook has where the video blares out at you.

So having captions is a great way to engage the silent watchers and allow them to know what’s going on.

Create a strong thumbnail for your video

This is another cross over from YouTube but a good thumbnail is really important.  This is the static image that acts as a front cover for your video and should grab people’s attention.  This gets them to hit that ‘play’ button.

Have a good title and post copy

A strong and descriptive title works alongside your thumbnail to grab people’s attention.  Then the copy you create to go under the video should tell people what they need to know to get them to watch it.

There’s a huge amount of character capacity on Facebook video copy but aim to make sure the most important stuff is in 400 characters as this is what is chopped off in the feed.  Short copy does tend to perform better anyway.

Tell people what’s in the video – what will they get or learn by watching it?  Just like a pin description entices people to click on Pinterest, a caption on Facebook will help get people to watch the video.

How to use your video in more ways

Creating the video is one thing but how do you get the most out of it.  We’ve already mentioned that you will probably put it on YouTube but that’s not all.

Embedding the video

You know how you can embed a video from YouTube?

Well, you can do the same thing with a Facebook video.  Just click on the three dots in the top right corner of any video and click ‘embed’.

Grab the code or tick the box to embed the whole post, not just the video.  Then pop it into your website.

Add videos to playlists or series

If you have a set of videos about a topic or a series explaining something, you can make them into playlists or series on your Facebook Page.

Simply select the video tab on your page and there’s three dots at the end.

Select either playlist or series and add the videos to it.

Use a video as a profile picture

You can also now set a video as your profile picture on a Page, just the same as a picture.

Select the ‘edit’ option in the corner then choose the video you want to show when people visit the page.

Success Facebook video marketing

Video marketing on Facebook is often a lot like on other platforms, especially YouTube.  Use some common sense and good marketing practices and there’s no reason why you shouldn’t get eyes on your video.

Just remember to have a plan for what you create and what you want to achieve with it – then put it all into action!

Have you used Facebook marketing with video?  Tell us your number one tip in the comments!

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