09 Paź Utilizing Video as Key to Facebook Marketing
By now, the power video holds in digital marketing is undeniable, with pivoting to video no longer considered a strategy, but a necessity. In case you’ve been living under a rock with no internet connection, all it takes is a simple scroll through your social media feeds to see how dominant video as the preferred content is.
But in case you need proof, one study analyzed 100 million Facebook videos published in 2016 and came up with valuable insights on how Facebook videos performed, and which types of video were most engaging, among other notable findings.
Here are some of the most notable insights:
Food is king
Of the 100 million Facebook videos studied, food related ones provided the highest levels of engagement — and it’s not even close.
Food videos averaged around 11,000 interactions, with fashion and beauty being a distant second — averaging 5,000. Animal/pet videos came in third, followed by DIY, while humorous videos rounded out the top five.
Love and laughter wins
Despite the oft-madding world we live in these days, it’s re-assuring to know that on average, the most popular reactions to videos were laughter and love.
As noted by the Buzzsumo study, HaHa was the dominant reaction to videos where the average number of interactions was over 750. Love was the next most common reaction, with around 500.
Live vs. Non-live
There’s been a lot of buzz about the engagement power of Facebook Live ever since its launch in April 2016. But curiously, the study found that Live and non-live videos’ average interactions weren’t too far off each other. Normal Facebook videos averaged 928 interactions, while Live ones got 1,043.
The difference, however, lies in the amount of comments generated by Live videos, with 25 percent of the fore mentioned interactions being comments. This should be expected, though, as live sessions allow for real time interactions between publishers and audiences.
How to Optimize Your Facebook Videos
Keep it short
According to the study, of the 100 million non-live Facebook videos published in 2016, the optimal length is 60 to 90 seconds. Videos with this length, averaged more than 3,000 interactions. As noted by the research, the average engagement steadily declined after 90 seconds, before steadying somewhat at around the six-minute mark (just below 2,000 average interactions).
Overall, the videos analyzed had an average length of 115 seconds, and a median of just 65 seconds.
It’s worth noting, though, that it’s a much different story when it comes to Live videos, as the study suggests that interactions increase the longer a video went. This is presumably because it takes a while before a publisher’s targeted audience gets to tune in to the broadcast, which means that, for example, a live Q&A session that’s just under five minutes is not an optimal approach for the format.
Data gathered from the study suggests that Facebook Live videos should be a minimum of 15 minutes for it to be able to gain maximum engagement.
Keep the intro crisp
People aren’t too keen on reading a lengthy video intro text, and this was backed up by the study as well. Apart from 60–90 second videos being the ideal length for optimal engagement, the intro should be equally concise, as the top performing videos analyzed had an average intro text with just 84 characters.
The intro has to be just concise enough, and enticing enough to allow potential viewers to just jump into the video.
Whatever niche your brand is in, Live videos gives you the opportunity to engage in your audience with more focused sessions. This also allows you to gauge the kind of interaction the video gets in real time.
According to Fidji Simo, Facebook’s head of video, 20 percent of all Facebook videos are Live. More importantly, he claimed that watch time for such videos had quadrupled over the last year, partly because Facebook’s algorithm has been prioritizing Live videos.
The study found that videos showing various hacks, tips, and how-to’s performed particularly well (along with inspirational and humorous videos).
So if you’re looking to create effective Facebook videos, providing your target audience value with how-to videos related to your brand is an excellent route to take.
It’s been found that 85 percent of video views happen with the sound off. This makes it crucial that you add captions to your videos, allowing those that are mindlessly scrolling through their feeds with the sound off to better understand what’s going on in the video.
Captioning not only reels in those who would’ve otherwise just kept scrolling, you’re ensuring that you get the most of your video content.
Make it shareable
Apart from the characteristics discussed above, the best Facebook videos don’t only invite likes, they get shared. Throughout the age of social media, people have consistently shown the tendency to share what they deem entertaining and valuable.
This is one of the more important aspects of video content — it not only allows marketers to convey messaging in a shorter amount of time, its viral nature provides an opportunity for exponentially expanded reach, when done right.
For the foreseeable future, video will continue to be a crucial part of digital marketing. And while quantifiable trends on effective videos’ characteristics have been established, it’s important for marketers to continually keep their finger on the pulse of this still evolving medium.
How have you utilized video for your Facebook marketing? If you feel you’ve only scratched the surface of the possibilities of Facebook video for your brand, try to implement the above tips, and see what kind of engagement you can get.