You already know that social media is an integral part of your digital marketing strategy. However, one component of social media that holds a bit more value than the others is video marketing.
Up to 87 percent of marketers say that video yields a high ROI, making it a valuable cornerstone of any campaign. Facebook is one of the easiest and best platforms to showcase your video content, but are you utilizing it effectively? In this article, we’ll discuss six ways to get more out of your Facebook video marketing.
Why is Facebook Video Marketing Important for Your Business?
Compared to text and image posts, video content is much more engaging for your viewers. Facebook is one of the largest video streaming platforms, and since it has such a broad audience, you can reach more users faster than you could with other methods.
Here are some stats to help you recognize the value of video marketing:
- Facebook reaches more than half (59 percent) of the social media audience.
- Users spend an average of 34 minutes a day on Facebook.
- Video engagement on Facebook hovers around 0.26 percent, much higher than the average 0.18 percent of other sites.
- Over 1.25 billion people utilize Facebook Watch to view video content.
Overall, you can see that video marketing via Facebook has lots of potential, provided you follow these tips.
Five Ways to Maximize Your Facebook Video Marketing Potential
#1 Optimize for Vertical Video
Most users (94 percent) watch videos on Facebook with smartphones, meaning that they’re primed to look at vertical videos. While some people flip their screen for horizontal content, most of them will choose to stick in vertical mode, particularly when watching on the go.
Because of this habit, you should make vertical video content. Either you can shoot vertical material, or you can optimize after the fact. Either way, you can get more screen real estate, and it’s easier for your audience to pay attention. Reducing friction is always going to help you connect better with your users.
#2 Understand Your Audience
Producing videos with excellent production values doesn’t mean anything if people don’t want to watch. So, you need to figure out what type of content your viewers are interested in the most. You can find this out via surveys and engagement posts, or you can send out a bunch of different pieces and see which ones get the most reactions.
Knowing your audience will help you refine your approach and deliver a better bottom line for your video marketing strategy. Otherwise, you’re flying blind, which means that you might wind up wasting tons of time, money, and resources making videos that no one will watch.
#3 Invest in Closed Captioning
Did you know that only 15 percent of Facebook users watch videos with the sound on? This is because the platform turns the sound off by default. After all, users don’t want to get blasted with audio when they’re not expecting it.
So, you have to assume that most people will watch your video on silent, meaning that you need to invest in closed captioning. Sometimes, the platform will do this automatically, but it’s better to include it yourself. This way, you can be sure that the captions are accurate and flow along with the video. Otherwise, automatic captions can get garbled or trail behind, leading to a lousy viewing experience.
#4 Get to the Point
Unless you have a Hollywood-style short film to show, no one is going to spend 10 or 15 minutes watching your video content. Instead, try to stick to a couple of minutes max if possible.
With shorter content, you have to get to the point immediately. One way to capture your audience’s attention is to provide them with a brief synopsis at the beginning (in this video, we’re going to show you). That way, they can decide whether they want to keep watching.
On the back end, be sure to include a call to action as well. What do you want them to do with this information? Visit your website? Subscribe to a list? Make it clear to your audience and make it as easy as possible to fulfill the CTA with links and landing pages.
#5 Focus on Quality, Not Quantity
Finally, it’s often better to produce one excellent video than to make five low-quality ones. While you may be tempted to show a new clip every few days, the fact is that you’ll oversaturate your audience pretty fast.
Instead, you can hype up a new video with screenshots or behind-the-scenes images, then promote the content after you publish it. This way, each video can get better engagement, and you can save money on producing so many pieces.
Work with the Professionals at BizIQ to Improve Your Campaign Today
Are you looking to use Facebook video marketing to boost your online presence? Video marketing takes time, money, and effort to produce high-quality content. Fortunately, BizIQ can make it easier for your brand to deliver better clips for your audience.
Contact us today to see what we can do for you!