Give a longer lasting impact to your stories with Facebook Videos
Since the beginning of 2015, Facebook users have seen video dominating their feed and brands have quickly embraced Facebook videos reaping benefits of the new auto-play feature and view count to the extent that Facebook starts looking like a video platform and a serious competitor to YouTube.
What type of video content works best on Facebook?
How can you maximise the video’s impact and shelf-life?
The rise of native video
Native video (published directly on social media) already had a tremendous impact in online advertising .
As most businesses have a larger audience on Facebook than YouTube their videos tend to perform better organically on day one. However the shelf-life of the content is limited by the fact that a video is just another short lived post and the content won’t have a second life via search engines (contrary to YouTube).
At Orama have been experiencing a lot with Facebook videos since the beginning of the year and we’ve come up with simple rules for that we apply to all the pages we manage for maximum results.
Posting the right content
There is no right or wrong when it comes to type of content, however our experience shows that Facebook users tend to prefer moving images that can be understood without dialogue so for Facebook we focus on films that work with no sound or just with music.
As a benchmark we believe the content “performed” organically if the view count reached half the total likes of the page and if there is at least one like for 100 views.
Optimize (like a YouTube video)
Facebook provides great advice, but it is easy to miss the “Video Edit” functionality which allows to customize the thumbnail. There seems to be no option for modifying it once the video is posted.
Similar to YouTube, Facebook provides a playlist functionality which you can use to curate your content particularly useful if you have many videos.
Pin or feature the video
The easiest way to maximise the visibility and increase its shelf life is to pin it to the top of the page (a functionality available for all posts). An additional benefit is that can be used as an introduction just like for a website. A popular video will have a positive impact on new likes for the page being the first (and often only) thing a new visitor will see. On pages managed by Orama we tend to observe an increase their organic growth by around 10% when a video is pinned on top.
You can also feature one video so that it stands out or re-share it periodically to give it a new life.
Boost the post with a daily budget
There are many different options to advertise on Facebook and video posts seem to be one of the most cost efficient ways to reach an audience available on the whole web!
We find that a cost between £2 or £4 per 1,000 views (and a much higher reach) is a good rule of thumb for a popular video.
When your “paid” audience shares and likes the video it increases its organic reach, which can bring your cost per 1,000 views closer to £1.
It seems that putting a fixed limited daily budget will have a much bigger impact than a lump sum. If you are considering boosting your post with £100 make sure it is spent as £ 10 for 10 days or even £1 for 100 days rather than £100. Audience targeting with video works exactly like for normal post and it is very easy to implement, you really don’t have to be a professional digital marketer to use it.
Build a multi-platform video strategy
With the right content published and promoted the right way Facebook videos should be a fundamental tool in your marketing arsenal. However we believe videos should not appear on Facebook alone. When combined through a strategy that integrates YouTube and your own website or other social platforms moving images become a an essential component of the overall online experience you offer to prospects and customes.
If you are looking for more details, stats and case studies for the food industry you can read our free Guide to Facebook video.
Or get in touch @officialorama , firstname.lastname@example.org