Facebook is the largest social network in the world—and as a company, you have to be present here! In our article, you will learn how to generate success through the clever use of video marketing on Facebook.
Even though this article is about Facebook videos, we'll first take a look at another social network—for good reason, as you'll soon learn.
YouTube is not only the largest video platform, but also the second-largest search engine in the world. The following infographics illustrate the channels through which people use search queries today:
Shares of search volume by search engines: An overview by Visual Capitalist.
What does this have to do with Facebook Video?
Quite simply, the heavy use of video is changing the way we search for and consume information.
YouTube delivers video results rather than rigid blue lines of text. Not only do we get a visual experience, but we don't need to do anything but listen and, if necessary, fast-forward to the part of the video that contains the information we're looking for.
This user behavior is also utilized on the largest social network in the world: Facebook. And video content now accounts for a large part of the content on Facebook.
This alone is reason enough for a company to jump on the Facebook video bandwagon and use moving images as part of its own social media strategy.
Retargeting & Videos in Facebook: Part of the Made.com online furniture retailer's strategy.
Here are 9 reasons why every company should rely on Facebook videos in 2019.
Facebook offers various possibilities to measure the success of your posts, including:
By using video marketing on Facebook, you get access to even more exciting metrics.
For example, you can track how long your video is viewed, when users jump off, or how many people clicked on "Play" at all.
A great way to get to know your audience better and glean valuable information.
If the users jump off again after one or two seconds, you should polish your (video) content. Use the newly-acquired information to adapt and optimize your entire social media strategy.
The 5 most important Facebook video metrics simply explained.
Actively searching text for relevant information is difficult, especially if it is a complex topic.
Watching a video that clearly presents the facts, on the other hand, is child's play. According to a 2018 study, 98% of respondents like to watch an explainer video to learn more about a product or service. And as many as 74% of those who have seen a video make a positive purchase decision immediately afterwards.
Udemy relies on emotionally appealing Facebook videos that convey messages.
With all the information and impressions your Facebook target group is confronted with, there's hardly any time left to consciously deal with a single post.
A Facebook video, on the other hand, which plays automatically in the Facebook timeline and thus attracts more attention with its visual appeal, receives more attention.
It has been known for some time that Facebook has limited the organic reach of “pages.”
In January 2018, it was announced that in the future, the interactions between people, i.e. friends and family, would be given more prominence again.
For companies, this initially means a decline in their visibility in the news feeds of their target group.
One approach to counteract this is the targeted use of videos on Facebook.
A study by Quintly shows that the interaction rate of videos uploaded directly to Facebook (so-called "native videos") is 168% higher than that of shared videos from other platforms such as YouTube or Vimeo.
Take this opportunity to create visual content that will be shared by your fans and seen by their friends.
Entertaining and informative videos that contain more than just a promotional message will give your fans a reason to return to your site.
The previous point has shown that Facebook will focus more on personal interaction in 2019.
When you think of the Facebook presence of your own company against this backdrop, is there a personal connection that fans and interested users can associate with your presence?
Advertising video from Facebook: "Closer together.”
Whether social media manager, managing director, or working student: Give your page a face.
Users should always have the feeling that they are communicating with real people on your site who are personally concerned about customer relations.
Videos can also help you to add personality to your Facebook presence.
Live videos work even better, by the way. Facebook itself confirmed in a statement from 2016 that users watch live videos three times longer:
"People spend more than 3x more time watching a Facebook Live video on average compared to a video that's no longer live. This is because Facebook Live videos are more interesting in the moment than after the fact."
Does your Facebook page currently contain content that encourages users to stay on your page, deal with your content, or interact in some way?
Facebook videos can help you meet this challenge. Use the previously mentioned “native” Facebook video formats as well as live broadcasts.
For example, create video series comprised of individual videos that are regularly published, motivating users to return to your site or subscribe to it to stay up-to-date.
Use the videos to encourage interaction. For example, ask fans to comment on a specific topic in a video, or ask them to take a specific action (such as contacting you).
Have you ever thought about actively involving your users in your editorial social media work?
Thanks to the widespread use of smartphones, it is no longer a problem even for amateurs to create videos and post them on Facebook.
How can you use this for your company's Facebook presence?
For example, ask your fans to include a review of one of your products. Raffle a special prize among all entries. You can also upload the resulting videos to Facebook in your own playlist and thus ensure even more shares and interactions.
User-generated videos are a great way to create free content and increase customer loyalty. And you get to know your target group even better, which can also be exciting for the overall marketing strategy.
Pictures stay in your head – and moving pictures even more so. Use videos on Facebook to communicate your message to your fans at regular intervals.
Often, it is not immediately obvious who originally made a given post when a user scrolls quite arbitrarily through his newsfeed.
But if you brand your video content on Facebook (for example with a watermark in the top corner), you make it easier for people to find the video again later, and you create a discreet but effective link to your brand. This will significantly increase your chances of generating interaction with your Facebook page.
During live broadcasts, it makes sense to show the company logo in the background or to wear a branded shirt. Because if your content entertains the user, he should also know that it comes from you.
Statistics show that in January of 2018, 95.1% of respondents worldwide accessed Facebook via their smartphone.
Distribution of Facebook traffic by device.
Keeping this number in mind and considering how small the text on a smartphone is by default, it's almost unnecessary to mention how important videos and pictures are in the news feed.
If you consider how quickly a posting disappears when you swipe with your thumb, it is all the clearer that eye-catching stimuli have to be created that draw the user's attention to themselves.
These can be pictures, animated GIFs, or videos. Just as you should optimize your website for Google's Mobile First index, you should also adapt your Facebook page for use on mobile devices.
Simply grab your smartphone at regular intervals and scroll through your company's Facebook presence. Does the page also look appealing on the go?
In-Stream video ads allow you to upload paid posts on Facebook.
Online shops can even combine and promote several products in one ad.
The following Facebook graphic shows that a combination of two ad types (image & video) often makes more sense than committing to just one ad form.
Facebook will again focus more on the personal aspect of the social network in 2019.
This is exactly what you should bear in mind when setting up your Facebook marketing plan: Communicate with people who want to be addressed in a particularly personal and innovative way, not least because of the flood of stimuli and information. The use of videos on Facebook is the perfect way to do this.