The visual impact of video and images is one of the most powerful ways to grab a customer’s attention. This is particularly true for e-commerce and social media.
Facebook has made uploading video to their website easy, and it’s taken off as an “in-demand” method users on Facebook like for consuming information. Using a carefully optimized Facebook video is a great tool for inspiring customer interest, creating word of mouth buzz, and potentially increasing profit!
Business owners can manage the video process from conception to execution. The process isn’t difficult, and the potential value is big. Gone are the days of needing expensive equipment and “green screens” to generate a decent video. For those using Facebook, it’s important to take advantage of the great reach benefits of uploading a video directly to Facebook (known as “native” Facebook videos.)
There are many tips and tricks to use when creating and posting videos for maximum impact on the viewer that creates an environment where a business has the best chance to benefit from this powerful marketing tool. Keep in mind that Facebook videos have a different purpose and method than YouTube videos. For Facebook, the first 3 seconds is so key, and for YouTube, ensuring the video can be found is key.
7 Tips for Facebook Video Optimization
- Visually “capturing” viewers and drawing them into viewing the full video with audio and then taking an action when that is the goal of the video.
- Tag relevant people or Page in Facebook videos to alert them and viewers, and direct traffic (current and potential customers) to the video.
- Native Facebook videos automatically begin playing in the viewer’s feed by default, keep this in mind when creating videos. The “first impression” needs to grab a viewer’s attention in that first three seconds. There is no sound when a video is running until a viewer clicks on the video so talking bobbleheads won’t cut it! Think action or text intro’s in the first 3 seconds. Here’s a brilliant example from Gary Vaynerchuk on how to get people to click on the video to turn on the sound.
- Use a captivating headline. The headline and the first 3 seconds are the most important elements of whether your video gets watched or not! Here is some great use of text in a video to get the point across without clicking on the sound.
- The end of the video can be just as important as the beginning if executed properly. Consider using eye grabbing copy when the video ends for a “call to action”. Encourage the viewer to go to a website or Facebook page for more information. If using the Facebook desktop video uploader, user Facebook’s own Call-to-Action tool to present a link action for the viewer to take at the end of the video.
- Be succinct! People on Facebook are on their to view information quickly and to socialize. It’s not the place for a 10-minute video or documentary. Videos that are 30 seconds to 2 minutes perform best. Short, sweet to the point!
- Educate and be a resource. Facebook is not the place to go for the “selly sell” hard sales methods. Offer value, help, or inspiration in your video and then your link can take them to more information and possible purchase on your website.
Today, a great business video can be created very simply using your smartphone. The majority of newer smartphones are HD quality and with a good video editing app, you have all you need to shoot, and edit to produce a quality Facebook video for your business! For iPhone I like iMovie (this is a pay to play app) and for Android I like VidTrim, which has a free version.) It’s more about being real and communicating your business story than trying to produce an over-the-top production.
Great uses for your video can be to introduce a blog post or podcast episode, just be sure to use the call-to-action to link to it at the end. As well, you can introduce an event or product with a video. It can also be used to give a “backstage” view of your office or product floor. Since Facebook is a social network, videos can and need to weave into that. They should be upbeat, short, and storyline oriented.
The power of video on Facebook now is that users love them, and so Facebook gives them more of them. By using video, you increase the reach of your Page to fans in their News Feed.
What’s holding you back? Get out your smartphone and get busy!