03/14/18

A Small Business Guide to Facebook Video Marketing

In just the last two to three years, Facebook Video has erupted. With over 2.1 billion active users as of Q4 2017—each of which can be segmented by age, location and more—it’s no surprise that many advertisers flock to Facebook.1 What might surprise you, however, is how important video has become to the platform. Think about it: If a picture is worth a thousand words, then how valuable is a video? Advertisers were quick to catch on to this concept and ended up seeing more engagement. Facebook saw all this occur and adjusted their algorithm to account for the rise in videos, increasing video content by 360% across newsfeeds.1

In order to stand out and get engagement in a world where it’s so easy to get distracted, advertisers invest in short videos that are eye-catching and interesting. The U.S. spent $10 billion in mobile and desktop video advertising in 2016.1 What more is that by 2019, the total U.S. digital video advertising spend is predicted to hit $14 billion.1 Whatever your budget, we’ve got some tips to help you take advantage of the Facebook Video audience and increase engagement with your customers.

85% of Facebook videos are viewed without sound.1

Videos are not just watched in the privacy of the home—they’re watched on computers during the work day, when in line waiting for coffee, sitting on the bus—all places where it is considered taboo to play videos out loud. Create the best experience for your target user no matter where they are by using subtitles. In a recent Facebook study, the company found that videos with captions increase watch time by 12% on average.1

The most engaged-with videos are those with experts demonstrating how to do things.2

People are curious, especially when it’s about a topic that interests them. How-to videos inherently provide value to those watching them. Even in situations where the topic may or may not apply to them personally, your audience still watch a video on your page purely because they are curious about a random aspect or because the concept is foreign to them. How-to videos are a great way to build your brand and demonstrate your expertise on certain subject matters. If you’re unsure where to start, explore your FAQs or consider common customer questions. Then break it down in a step-by-step approach that’s easy to digest.

Vertical videos get 50% more impressions than landscape.2

With every year that passes, more people default to their mobile device over desktop for many internet-based actions. As a result, it’s crucial for small businesses to make all aspects of their business more mobile-friendly—this includes your Facebook Video strategy. If you choose to film from your phone or a digital camera, do not orient the camera horizontally (e.g. how a TV is framed). Set it up vertically for optimal viewing on all devices.

Video engagement is on the rise! Don’t let video marketing intimidate you—it’s a great way to personify your business, connect with your customers and demonstrate your strength as a brand. For more on how video can help your business, explore this infographic on Facebook Video marketing for your small business.

 

References

1MediaKix. (February 8, 2018). The Facebook Video statistics you need to know In 2018. Retrieved February 19, 2018, from http://mediakix.com/2016/08/facebook-video-statistics-everyone-needs-know/#gs.o_ACwF0

2The Business Backer. (September 18, 2017). A small business guide to Facebook Video marketing. Retrieved February 19, 2018, from https://www.businessbacker.com/blog/small-business-guide-facebook-video-marketing/

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