Facebook Video Marketing – What Are Some of the Best Practices?

Literally hundreds of millions of Facebook users are watching videos on a daily basis, and the trend is only expected to grow. Facebook videos are getting huge reach online in their own right beyond just adding a Youtube link to your Facebook post. That’s a lot of potential for B2B and B2C marketers who use video as part of their social media strategy. Acquiring the services of the right video marketing company to help you create and promote videos for Facebook and other social media platforms is now more than ever a worthy investment.

How can you get the most out of this strategy? How do you increase user engagement? Getting views is one thing – encouraging viewers to engage and perform the call to action is your ultimate goal. 

Here are some of the best practices for promotional Facebook video creation and submission:

1. Choose your video production and video marketing company wisely. You don’t want to end up with generic videos that don’t serve a clear purpose. The ideal video production company you engage will be interested in learning in-depth about your company, goals and audience in order to produce a video that best suits your prospect and overall business video strategy. It helps if the video production company already has significant experience in video marketing as well as corporate video production. Finding both of these areas of expertise together in the one company is rare. Trying to handle two different companies for your production and marketing separately loses valuable synergy and understanding of what is needed to create and market with success. The two are inextricably linked and detailed marketing experience and application is often required prior to production in the storytelling, structuring and scripting of the video.

Use captions when appropriate. Not everyone is going to be viewing videos on Facebook with the sound turned on. Some videos are even muted automatically unless the viewer clicks on it to enable sound. If there are captions, it will be easier to grab people’s attention. If they like what they read, they will be more likely to play the video and watch all of it.

Aim to grab the viewer’s attention right away.
People often scroll down their Facebook feed quickly and don’t bother to read or look at every single post. If it’s a video they are viewing, you only have a few seconds to get their interest before they get bored and move on. For an ad, Facebook recommends that it be no longer than 15 seconds and that you should mention your brand within the first 3 seconds. If it’s an informational video, get to the point as quickly as possible.

Don’t forget to optimise the description and title.
Treat videos just as you would any other content on the internet when it comes to optimisation. The title and description feed the social media giant’s targeting algorithms, so be sure to use keyword phrases relevant to the content. For the title, phrases such as “What You Need”, “5 Things to”, and “Need to Knowwill be more likely to grab people’s attention.

Don’t create videos just for advertising.
Use Facebook as an opportunity to inform and explain topics relevant to your niche as well as building your audience. Prove to your targeted audience that you are an expert in the industry. Facebook Live is a good way to interact with viewers – encourage them to ask questions and provide answers. Address the viewers and let them know how much you appreciate their involvement.

Use the right format.
Square and portrait videos are gaining in popularity and tend to get more engagement, since most access social media on their mobile device, and square videos take up most space on mobile news feeds. The site recommends using MOV or MP4 formats, although many others are supported as well, such as DIVX, AVI, GIF, MPEG etc.

Consider using Facebook Premiere.
This feature allows you to schedule and debut your videos as “Live” without actually broadcasting live. Schedule the premiere at a peak time when many people will be on, such as lunch time or evening time after the work or school day is over with. The premiere can be scheduled anywhere from 10 minutes to 7 days in advance, and more than one video can be scheduled at the same time. After broadcasting, the video/s will be saved on your page.

Be sure and post directly to Facebook.
A lot of times people will just copy and paste their YouTube link and share it on other sites rather than posting it again directly to the other sites. This is a mistake, as autoplay is only a feature for videos posted directly to Facebook. Also, don’t just copy and paste the metadata and keywords from YouTube, tailor everything specifically for Facebook otherwise you’ll come off sounding generic.

Facebook video marketing is always evolving, so it’s important to keep up with the latest trends and technologies, no matter what kind of niche you’re involved in. 

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