Many things impact the success of your Facebook video campaign. Of course, your content has to be presented in an easy and engaging way. Explainer videos are an excellent tool to achieve this first goal. Whatever the content, it's useful to follow the standard 20/80 rule — spend 20% of your resources (time, budget, effort) on creating the content and 80% on promoting it. Remember to post strategically and consistently.
Just posting a video on Facebook and relying on its organic reach will not get you the engagement that you want. Facebook allows users to sponsor their posts to reach the right target group. Therefore, a suitable budget for boosting your posts is the second essential element that makes a campaign successful.
And thirdly, it's no use if your content is catchy and you have a reasonable budget to promote it if you are showing the video to the wrong crowd. Facebook is constantly changing its algorithm to improve the user experience. Currently, developers are working to emphasize the content from user's family and friends at the same time downplaying posts from publishers and brands. Therefore, targeting has never been more important. When boosting a video — don't be lazy — don't just use the Boost button, instead create a custom target audience for each post.
There's a lot of speculation about how long Facebook videos should be. According to Hubspot, 1 minute is the optimal length for a Facebook video.
If you are creating a video that you are planning to use in several SoMe channels, it's useful to make a Facebook-specific version of the video. Most of the users visit Facebook on their mobile phones. That's why your video should fit the screen perfectly — a 1:1 format works best. Research suggests that video in the square format outperforms landscape videos. It may also be smart to make a vertical video since Facebook is now showing larger previews for vertical videos in News Feed on mobile devices for everyone watching videos on iOS and Android.
Upload your video directly to FB
According to the principles of UX, the fewer steps the user has to make to reach the content, the better. Therefore, videos that are uploaded natively onto Facebook perform much better than links to YouTube and other video platforms. A study conducted by Quintly discovered that native videos have on average a 109.67% interaction rate and a 477.76% higher share rate compared to Youtube videos. Also, videos that are uploaded directly to Facebook have 8x times more comments.
Love at first sight
Make sure you choose great thumbnails when uploading the video. Some publishers go for custom thumbnails to attract viewers attention while they are scrolling through their feed.
Tag other pages
Another way to increase your reach is tagging other relevant Pages in your posts. These could be contributors, clients and other people you would like to make aware of the video. To tag someone on Facebook, simply add the "@" symbol before the name of the page or person. Several options will appear for you to choose from. If you have many contributors, maybe it's better to skip tagging. Don't overdo it!
Invite to like
Facebook allows you to invite people who have liked your posts to like your Page. Simply open the post, click on the likes and invite people to like your Page. Of course, this is most effective right after someone have liked your post. If you can't do it right away, don't wait too long. Make it your regular practice.
If you haven't done this before, be careful, don't invite everyone at the same time — Facebook will think that you're a bot and the invitation will not go through.
Use the analytics
Facebook allows you to analyse your video performance. You can access the statistics by clicking on any video in the Video tab of your Facebook page. Here are some of the metrics we keep track of:
- 10-second views: The number of people who watched the video for 10 seconds and more.
- Video average watch time
- Post engagement: The total number of reactions and comments your video received on the original and shared posts.
- Facebook gives you the possibility to choose a video instead of the Cover image.
- Use the Featured video option to showcase your best work.
- Make sure your video has an easy-to-read and intriguing title and caption with a strong call-to-action.
- Use emojis — these little symbols create help us identify thoughts or feelings to understand the context better.
- According to the statistics, 85% of people watch videos without turning on the sound. This is why it's smart to add subtitles or captions to your video.
- Suggest to the viewer to turn on the sound in the caption above the video.