Videos are more accessible than ever to create or view. These days, anyone with a smartphone has the ability to make a video. With YouTube being the second largest search engine in the world, it makes sense that more and more people are turning to video for their content marketing needs. According to Cisco Systems, consumer internet video traffic will represent 80% of all consumer internet traffic by 2019, and content delivery networks such as Facebook will deliver 74% of all video traffic.
Recently, Facebook has entered the market as a video delivery network. And according to comScore, Facebook surpassed YouTube for video views on desktop last August. Facebook delivered nearly a billion, yes... billion with a "B", in August 2014. YouTube still remains in the lead for delivering video views on mobile, but Facebook is rapidly catching up to them and will remain their top contender in the battle for the top player in the video space.
Facebook offers a variety of features in its video marketing platform like auto-play, video rankings in the News Feeds, and comprehensive video insights which include audience retention rate. If you still aren't convinced you should include Facebook video in your marketing strategy, here are some mind-blowing stats:
- Buzzfeed's video views on Facebook grew 80x in a single year, reaching more than 500 million people in April 2015
- Facebook has 1.4 billion monthly users, and drives nearly a quarter of all web traffic
- Facebook has over 4 billion daily video views
- In February 2015, 70% of all Facebook videos were uploaded directly to their platform, up 65% from the same time last year
- The average Facebook user in the US watched 94% more videos this year compared to last year. (Globally the number is 75%)
- For brands with a large following on Facebook, videos reach 35% of their audience, whereas text only updates reach 4% and photos reach 14%
The above stats are pretty impressive, and these numbers are only forecasted to increase over the next few years. With Facebook's new video features, like auto-play, more and more advertisers are flocking to the platform for their video marketing strategies. When marketers were asked what platforms they ran video campaigns on last year, and which platforms they plan to run video campaigns on in the next year, here is how they responded:
After reading the above stats, you might be asking yourself, "How can I better use Facebook as a video marketing tool for my business?" Here are some quick tips to help you get the best results.
Upload your videos directly to Facebook
The only way the auto-play feature will work is if you upload your videos directly to Facebook. This auto play feature can be extremely powerful. According to psychologist, Susan Weinshenk, Ph.D. , there are four core reasons why we are drawn to video:
- Movement grabs attention - A trait of our collective anthropological DNA is the power of peripheral motion. Since the beginning of time, humans have survived by noticing things in motion
- Voice conveys rich information - the sound of a human voice has an amazing way of converting information into meaningful content
- The Fusiform Facial area makes us pay attention to faces - this area of the brain is the actual place in our brain that hard-wires us to use human faces as a gathering point for information.
- Emotions are contagious - The body language of emotions is appealing and we naturally love to share
Shorter videos perform better
According to a study by Microsoft, the human attention span has dropped from twelve seconds to eight seconds in the past decade. To put this in perspective, a goldfish has an attention span of nine seconds. This means you have to catch the users attention very quickly. If you want your videos to be watched, don't include lengthy intros or place the core message of the video at the end. The ideal length of a Facebook video is 21 seconds or less. If you are producing videos that are 1:30 or longer, consider breaking them down into a video series.
Don't rely on sound to get your message across
The Facebook auto-play feature comes with one caveat - there is no sound. If the user clicks the video the audio will activate, but until then the video is on mute. Because of this, it is important to try to not rely on sound to get your message across. Experiment with text overlays and graphics to grab the users' attention and interest them enough to click into the video to activate the audio.
Know your audience
Anyone can create a video, but that doesn't mean that anyone will watch your video. Make sure you know who your audience is so you can craft videos geared towards them. Make sure your video delivers the right message that is in line with your brand personality. The better crafted your video is, the more share-worthy it becomes. The more share-worthy your video is, the more people watch it.
Never stop testing!
If you don't test your videos and tinker with your video marketing strategy, you will never know what works and what doesn't. Don't be afraid to fail, because only through failure do you learn to succeed. Try out different formats that your audience responds to best. This can include inspirational videos, educational videos, videos that showcase your product or service, and entertaining videos. As you try more and more things, you will be in a much better position to understand what your audience responds to. Testing and analysis can push your video marketing strategy to the next level!
With the boom in the popularity of videos on some of the biggest networks on the web like YouTube and Facebook, it may be worth looking at custom video production for your business to improve various areas of your marketing strategy such as search engine optimization, lead generation, brand recognition and your social media presence. Facebook video can show people stuff they didn't even know they wanted to see, so take advantage of it!
Do you have any tips or tricks you use for your video marketing strategy? Have more questions about Facebook video? Let us know in the comments below and we will do our best to answer all your questions and comments.Written by Andrew Wasyluk. Andrew is a social media specialist at Page 1 Solutions. Connect with Andrew on Twitter, Google+ or LinkedIn.