This book takes readers through a 360-degree perspective of social media in businesses.
Sure, it had been annoying initially to see snippets of cat videos autoplaying as I scrolled through my News Feed, however in retrospect, autoplay is among the best moves Facebook could have made (I’ll explain in a bit.) It’s been in regards to a year since Facebook introduced a small number of tools, features and metrics designed to ease the distribution and consumption of video content.
Nonetheless it seems that smaller businesses especially haven’t capitalized on the marketing value Facebook’s shift offers. It’s time to get the term out: video content gets the most attention on Facebook, and not because videos are more eye-catching (that they are). Facebook actually tweaked their News Feed algorithm last summer to feature more videos. Because the update, Facebook has averaged a lot more than 4 billion video views each day. This great for smaller businesses because, suddenly, producing and distributing quality video content is simple and inexpensive.
"The numbers never lie — we see across our entire installation base that video is by far the most efficient medium to greatly help customers make the proper purchasing decision in a ecommerce platform both on web and mobile. This can be the main reason why a lot of the leading retailers on earth have made video an integral aspect in their 2016 strategic plan,” says Ariel Shemesh, CEO of Webyclip, a “videotized” shopping tool that grew in Microsoft’s startup accelerator.
It’s not news that today virtually a person with a smartphone, eight-year-olds included, can create professional looking videos. In conjunction with Facebook’s dedicated investment in vdeo sales marketing, this ease presents smaller businesses with a huge possibility to reach thousands of clients while still sticking with a tight budget. With this thought, let’s proceed through a few key features Facebook released recently and learn how smaller businesses may take advantage.
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Since Facebook introduced autoplay in September 2013, there’s been a 58 percent upsurge in people watching, liking, sharing and commenting on videos. Facebook defines a view as having watched at least three seconds of video. Meaning, when you can grab your audience within those three seconds, the probabilities are higher that they’ll watch your video to completion (we’ll learn why that is key in another section). Below are a few tips about how to understand this done:
- Since videos play silently until they’re tapped, it’s absolutely imperative that your video can tell its story both with and without sound.
- It requires to be short and grab the viewer’s attention in the first frame.
- If you’re uncertain the first frame is strong enough to fully capture attention, write a few words about the video, such as a key quote or a substantial moment. Since folks are used to skimming statuses, text could easily get their attention, too.
- It must be something your key demographic would want to watch.
- Because it’s mixed to their News Feed along with photos of weddings, newborns and last Friday night, your video should be contextual and relevant.
- Consider uploading product videos, customer testimonials, behind-the-scenes clips or reposting quirky user-generated content.
In late 2014, Facebook introduced its PROACTIVE APPROACH feature, made to convert passive viewers into active customers by permitting businesses to redirect viewers to a destination site once their video finishes playing. It’s free and if your video does an excellent job of reeling in viewers, they’ll be excited for more information and continue getting together with your business.
Utilize the emotional captivity of your video to control viewers into converting and become sure to believe carefully in regards to a destination that complements this. For instance, you can invite them to download an app, follow a web link to a website landing page, join a newsletter, watch additional videos, sign up for an event, promote special deals, buy a product or other things which will keep your viewers engaged.
Related: Analyst: Facebook Native Video Will Thwart YouTube’s Throne in just a matter of Months
Which means you followed my tips and posted your first Facebook friendly video. Now what? Now it’s time to measure your videos’ performance and study from your mistakes, because as a first-timer you could have made a few. With Facebook’s video metrics tool, you can view which videos are performing well and adding to your reach and engagement and which are, well, not.
There are a large number of metrics so you might dig through, like video views, unique video views, average view duration and audience retention. Utilize this data to tweak your videos a bit. For instance, in the event that you see that the common view duration is a bit low, it’s an indicator your video is too much time. If folks are watching your videos to the finish but not simply clicking a CTA, your destination probably isn’t right for that video.
There are several other features like public view count and video ranking Facebook introduced in the last 2 yrs.
However the three I’ve outlined will be the most important ones smaller businesses should concentrate on. After investing anywhere near this much into easing video distribution for marketers, I’m sure Facebook should come out with another slew of tools and features designed to benefit smaller businesses. Until then, happy videoing!
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