Visual marketing is among the most effective business promotion tools as far as a social media strategy, particularly on Facebook. In fact, the very popular Ice Bucket Challenge was based on this visual tool (videos), launched by ALS Association back in 2014 to raise disease awareness among the general audience. The video entailed common people and celebrities pouring a bucket of chilled water on their heads and then challenging three other people to repeat the same. The campaign was a huge success, with celebrities across the globe putting in their contribution.
The concept helped businesses and managers realize how effective Facebook videos can be if done right. The Ice Bucket Challenge resulted in donations pouring from all corners of the world. We believe 2016 will be an even bigger year for Facebook visual marketing. The form of marketing is the future wave. In the following paragraphs, we’ll discuss some online videos facts and figures, along with techniques and best practices relating to making Facebook videos.
The Internet is now nothing without videos. Sites such as YouTube, Daily motion, etc. are not popular for no reason. As per Cisco Visual Networking Index, by 2019, videos will make up 80 percent of all online traffic.
Millennial have a major role in this surging trend, thanks to their little inclination to traditional TV. In fact, as per Nielsen reports, regular TV usage among the 18-34 years crowd has reduced by almost 11 percent between the months September and January (2014). Before, TV viewership was plummeting at a much smaller rate – 4 percent per year.
As a result, several individuals and companies are now rethinking their advertising strategies and considering reallocating funds to digital video from TV. This clearly proves advertisers bet money only where they meet consumer eyes – which are digital videos, at the moment.
What Makes Facebook Stand Out?
You may argue why Facebook? After all, it’s a social networking site and not a primary video sharing site such as YouTube. The thing is Facebook has a unique market positioning that ensures maximum exposure for videos. As per Get Response, natively uploaded Facebook videos garner 52 times higher views than YouTube. And as per November 2015 statistics, the video views each day are now at eight billion, which is four billion higher than April, 2015 numbers.
The new Facebook algorithm is the primary reason, which sides with locally uploaded videos over external links. In addition, Facebook recently introduced a new feature wherein the video starts playing as soon as the user scrolls over the content. The active video is muted and a mere tap opens up the audio. Facebook videos also display view counts, besides offering access to other important metrics.
Best Practices and Techniques
Before getting on with the particulars, the Internet’s SEM and SEO principles apply to video marketing as well. The online landscape is dynamic and one would require quite a bit of trial and error before landing with the right combination. For a video view to be registered, the user should have watched the visual content for a minimum of three seconds. You’d certainly like to have the benchmark higher for your videos as part of your social media strategy, but three seconds is floor level.
Facebook Video Uploading Tips
- Though all video formats are permissible, Facebook prefers MP4.
- Resolutions must not be higher than 1080 pixels. Uploading high-definition video is recommended for good quality and results.
- The video file can be as huge as 1.75 GB. But it’s advised your videos are much smaller, since uploading a video file sizing up in GBs can take considerable time (which would vary based on your Internet speeds).
- Facebook prefers Stereo AAC compression audio with 128kbps or higher.
- The video shouldn’t be longer than 45 minutes. The ideal length however is much smaller at 22 seconds.
Creating Engaging Videos
Follow these guidelines for maximum video response.
- Always focus on quality. Facebook doesn’t demand professionally made videos, but some level of quality must be there. The video must play seamlessly and look well on all kinds of devices.
- Since Facebook videos initially play automatically without sound, the visuals should be engaging enough to garner user attention.
- Offer unique content that can’t be found elsewhere.
- Ensure the video’s text portion highlights an important moment or quote from the video.
Call to Action
A call to action must accompany your videos if you want users to head to a destination you ultimately want them to. After uploading the video, Facebook lets you add a call to action button: download, learn more, watch more, shop now, etc. Call to actions can be changed later on, if needed. The video’s description and title fields are optional.