A video is one of the most efficient means of promoting your brand and Facebook is the most lucrative platform for marketing purposes. Thus, it’s only right that you should club the two to get your ideas to the next level.
That way, you will be able to reach more people, establish connections and improve both customer attraction and retention. However, like with any marketing method, there is a series of crucial tips that can facilitate the process of easy and remunerative marketing via Facebook.
Let’s take a look at what do you have to focus on while running Facebook video campaigns.
Optimize for Mobile Users
A recent survey has shown that 75% of all video views on Facebook stem from mobile devices. With more and more people choosing to invest in quality phones over desktops and laptops, this number is only going to rise. If you wish to see your brand take off, you have to tailor your videos to be ideal for viewing on smartphones.
What does this mean, exactly? The critical thing you have to watch out for is visibility. Your marketing videos have to be devoid of any small details that will make watching difficult.
Also, they should have a catchy and enticing thumbnail. That way, people won’t just scroll past your content. Smartphones are a gold mine when it comes to marketing, and it is high time you tapped into that.
Deliver Brand Messaging Right Away
A few months ago, Facebook published a myriad of statistics concerning videos and everything connected to this form of content.
One of the most staggering pieces of information is – videos that feature a brand name or logo in the first 10 seconds have 350% more views than those that don’t. Viewers like to be introduced to your brand straight from its crux – the identity.
“Nowadays, getting marketing videos to take off on Facebook is a much more daunting task than before,” says Jean Baptiste Michelle, a senior marketing expert at Best Dissertation. “Because of this increasingly competitive environment, brand owners and marketers try too much to be unique. In this quest, they forego to use the power of brand placement.’’ She adds ‘’A unique video is nothing without it being connected to the identity of the brand it’s promoting. Around the 4-6-second mark is an ideal point to deliver brand messaging.’’
Captions are a Must
The need for captions is directly connected to the increase in the use of smartphones. Because of this rise in numbers, people tend to use them everywhere. Sometimes, this includes places where they can still browse the internet, but can’t or don’t want to turn the audio on. Marketers that refuse to insert captions into their videos lose a significant number of potential customers.
Inserting captions into your Facebook advertising videos allows you to include everyone that’s watching. The video will be relevant to people on the subway or at work, as well as those who don’t have earphones.
A brief, concise and effective video with captions is going to gauge the interest of your viewers much more efficiently than before. The sound is another information people have to process and by reducing the need for it – you accelerate the way they grow closer to your brand.
Use Vertical Videos
The basic principle of every good marketing campaign is the level of availability it has juxtaposed to your audience. What this principle relies on is the amount of effort your viewers have to invest to find out more about your brand. The less effort they invest, the easier it is for them to focus on the message you’re sending out in your Facebook videos.
Vertical videos are just that – they don’t require effort. Horizontal videos require that people turn their phones and most people won’t even bother.
With visible details, a clear message and a short-enough duration, a vertical video can accomplish things horizontal videos are unable to. This phenomenon is directly correlated to Instagram stories seeing a massive surge in popularity.
Make Use of Analytics
Every good marketing campaign rests on the shoulders of sufficient data collection. Releasing a new Facebook video ad is much more than actually seeing the process through.
Every video is a result of a long period of data gathering. Knowing who your targets are and what you want to accomplish are the major factors in having your Facebook video ads succeed. Analytical backup is everything.
Therefore, before publishing your next video – think about the average viewer that you want to target. Aim the video precisely at them and allocate your finances to ensure sufficient coverage. That way, you will be sure that your ads are worthwhile investments and not monetary black holes. A long enough period of preparation can save you from failure.
Facebook video advertising has been on the rise and hasn’t shown any signs of stopping that meteoric advancement. Fewer people are watching TV because of a lack of a filtering option. On their homepages, with minimal ads (this is where you step in), users can filter the content they want and need to see.
Because of this fact alone, you should focus your video resources on Facebook and not on TV. Even though companies spend 20x more on TV video ads than on Facebook video ads, TV ads only have 75% more reach. Investing your money wisely is the first step to having your brand get to the next level. As such, it should be present only in media forms that have the best reach.
TV and Facebook Can Work Together
Despite what many people deem, TV is still not ready to go just yet. Instead of being the often-shunned older brother of Facebook, it can be utilized as a complimentary piece to your main Facebook video campaigns. This is because most TV viewers have a habit of using their phones during each content lull.
To make sure you reach as many people from your goal audience, don’t hesitate to invest in TV ads as well. They can serve as excellent additions and raise brand awareness. People will notice you, and you will experience a surge in daily and monthly surges. Efficiency aside, presence is still the king in the marketing world.
Leave a Good First Impression
Research conducted by Facebook concluded that 41% of all Facebook users had discovered a new brand via Facebook videos. That way, you have a unique chance to establish effective first contact with your viewers. Add the fact that 79% of people would rather watch a short video than reading a text and you have a potential gold mine.
Because of this aspect, your videos should have a half-promotional half-introductory form. Due to this amalgamation, your viewers can both get to know your products stand for. It’s a unique chance to attract even more customers.
In the smartphone age, you can’t escape analytics nor forego their importance when it comes to running an efficient Facebook video campaign. Make sure you know your audience and use simple additions like logo appearances, short durations, and subtitles to make it easier for the viewer. Videos are getting more and more popular. You should focus all your resources and creative power into establishing a Facebook presence worthy of an entrepreneur you wish to become.
Written by Warren Fowler
Warren is a blogger and content writer best known for his work at Assignment Holic and Best Essays.