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How to Optimise Your Facebook Video Content

With over 4 billion views every day, it’s safe to say that Facebook video is huge. But with a medium that is in relative infancy on this platform, how can you optimise video content to ensure as many views as possible are gained? Mark Zuckerberg himself conceded in 2014 that video is compelling; the organic reach that video has can connect consumers to brands in a unique way, building trust and driving website traffic.

Video Marketing 101 – How to Optimise Your Facebook Video Content

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With over 4 billion views every day, it’s safe to say that Facebook video is huge. But with a medium that is in relative infancy on this platform, how can you optimise video content to ensure as many views as possible are gained? Mark Zuckerberg himself conceded in 2014 that video is compelling; the organic reach that video has can connect consumers to brands in a unique way, building trust and driving website traffic.

Here we discuss our top 10 tips to get the most out of your Facebook video content.

  1. Keep it short

We all want instant gratification these days. Any longer than two minutes and your multi-device using, soundbite-loving target will have moved on.  So keep it short.

  1. Autoplay awareness

Facebook’s autoplay function means videos start playing, with muted volume, automatically in the newsfeed. So ensure there is movement right from the very first second to really engage viewers. Make sure you’re not relying on sound too; focus on visuals right from the start.

  1. Be a pro

Even the novice editor has a multitude of tools at his disposal to make sure a video edit looks slick. So make sure yours uses tight editing and looks as professional as possible. Consider the lighting of your video and the set. Some simple adjustments can make all the difference.

  1. Inspire your audience

It’s common knowledge that inspirational content will help drive user engagement. Focusing on the aspirations of your target and what they are most likely to feel inspired by could have impactful results. For example, if you sell carpets consider the refreshing optimism that new floor coverings might have and how that would make your target feel, as opposed to simply showcasing a new pattern or colour on film.

  1. Educate your audience

Educational content will also attract views. Handy tips, hints or advice that teaches your audience something new and informs them will have a big impact. For the carpet company it could be an amazing life hack cleaning technique, or some intriguing facts about the carpet industry’s history.

  1. Entertain

Remember, people don’t generally use Facebook for work. A Facebook user’s primary goal is to have some fun (or stalk their exes). So keep the content light-hearted or entertaining if you can. There are lots of ways to do this: consider using animation to showcase the best of your business, or conduct fun interviews with your employees.

  1. Pimp your company’s profile page

On your company’s Facebook profile page you can promote video in a number of ways. You can add the ‘Watch Video’ call-to-action button on your profile banner to promote a certain video. You can also make one video more prominent on the page by using the ‘Featured Video’ tool.

  1. Tag people in your videos

Facebook recommends tagging people in your videos: people featured and those you want to make aware of something in the content. This will help to drive organic distribution.

  1. Choose the right thumbnail

Selecting the most appropriate thumbnail for your video is important for when your video doesn’t play automatically. A compelling image will attract attention and encourage views.

  1. Go Live

Facebook live video

Facebook Live now allows for live streaming via the social network, similar to Periscope. Live streaming provides an even greater immersive experience for consumers, with Facebook stats suggesting that the personal nature of live video engages viewers far more than pre-recorded videos.  And in April Facebook rolled out its live streaming developer tool, making live streaming more professional and customisable through multiple feeds, graphic overlays and much more.

At Magnafi, we plan, execute and measure the effect of your Facebook video campaigns and help you meet your marketing goals.

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