Last updated on March 13, 2020
Facebook is currently ranked as the second-largest online advertising platform.
Right after Google, it is the most sought out channel by brands looking to connect with customers.
Whether you personally like the platform or not, Facebook has the potential to improve the ROI of your video marketing strategy.
From the latest report, we know that Facebook’s video content generates about 8 billion views per day.
This includes both live and pre-recorded videos.
People love watching videos, and chances are, so does your target audience.
In fact, 87% of people want to see more video content from brands.
So far, about 85% of marketers have used Facebook video as a marketing channel.
Out of those, 84% say it has been successful for them, which is a good indicator.
If you’re new to using this channel or want to develop your first Facebook video marketing strategy, this article should serve as a helpful guide for you or your team.
Before we jump into the process, we should first establish that Facebook video is an active channel for marketing.
You want to ensure that your investments (time, effort, and money) will provide marketing ROI.
If you still have some reservations, here are the benefits of Facebook video marketing to consider.
Benefits of Using Facebook For Your Video Marketing Strategy
- 1 Benefits of Using Facebook For Your Video Marketing Strategy
- 2 Steps to Build Your Facebook Video Marketing Strategy
- 3 Tips for Creating Facebook Marketing Videos
- 4 Conclusions
Massive exposure to the target audience
Facebook has an active monthly user count of 2.45 billion people.
Every business can find a significant portion of their target audience within these billions.
Whether you choose to target an audience in your small community or a global audience, Facebook is one of the best channels to reach them.
The buyers in today’s market-economy care about more than the quality of your products and services.
They expect brands to be human-like and communicate in the same tone as the everyday person.
Consumer loyalty to any brand is based mainly on the emotional connection between brand and buyer.
People who see a brand as human-like are also 1.8x more likely to recommend it to others.
Most brands achieve this human communication with their buyers by building a community.
Usually online, these communities give consumers a space to be seen and heard by the brand while connecting with other (potential) consumers.
Facebook provides brands with one of the best tools for creating online communities.
Facebook groups (which is the tool) gives users and brands a small section of the internet where they can talk freely about specific topics.
Your video marketing content could gain better traction and influence within your brand’s online community.
Cheaper advertising costs
Video advertising usually comes at a significant price point.
However, Facebook ads have stayed at a relatively affordable rate over the past few years.
You can run video ads on any budget, within any time frame of your choosing.
Even the smallest companies can set a daily ad spend for the same price as a cup of coffee.
Impressive ad targeting options
The viewers of your Facebook video adverts can be as specific as needed.
This makes it easier to reach the right people who may be interested in buying your products and services.
Using the Audience Manager tool, you can choose your preferred audience based on:
All you need is data showing who your target customers could be.
With the Audience Manager tool, you can find them easily using Facebook ads.
Extensive insights and analytical data
Facebook Insights is a free and powerful tool that helps you understand your audience and their interaction with your video content.
It collects different data-points that marketers can use in evaluating their performance. Some of the key metrics include:
- Page action
- Videos: data sections include Organic vs. Paid videos, Unique vs. Played videos, and Autoplay vs. Click-to-play videos.
Insights also provide data on segments such as Video Views, 10-Second views, and your Top Videos.
Facebook Insights can be used to track the performance of both organic posts and paid campaigns.
Steps to Build Your Facebook Video Marketing Strategy
Now that we understand what Facebook offers, the next step is to create a strategy that maximizes our benefits from the platform.
Here are the essential steps to build your Facebook video marketing strategy.
Identify your goals with Facebook marketing
Before you start creating videos, define their end goal.
What are you hoping to achieve through Facebook marketing?
Usually, these goals fall under one or more conversion efforts.
Conversion types may include online sales, physical store visits, form completion, email sign-ups, or lead acquisition.
Remember to align the goals of your Facebook marketing with other marketing efforts currently being used within the organization.
For example, if your company is planning a product launch, that message should reflect in all your marketing channels, including Facebook.
When you have one or more marketing goals, it becomes easier to target them.
You can create video content with the necessary specifics in mind.
You also know what metrics to look out for when measuring results.
For example, if your goal is online sales, then you should not count 1,000 video likes as a success.
The question should be, “How many units did we sell?”
Understand the different types of Facebook videos
Facebook allows users to create video content using several formats. They include:
- Native videos
These are the videos that are published directly to users’ feeds.
They appear among text and image posts.
This is not the same as posting a link to your YouTube or Vimeo video.
Their original video file has to be uploaded directly to Facebook.
A study by Quintly shows that Facebook Native videos get 477% more shares than YouTube videos.
- Live videos
This video format is used to broadcast real-time events.
Anyone can go Live on Facebook using a computer or mobile phone with a working camera.
Viewers can also interact with the broadcaster and other viewers by liking and leaving comments that are shown immediately.
A report by Facebook shows that people spend 3x more time watching a live video than pre-recorded videos.
This feature allows users to mimic all the features of a live video, but with a pre-recorded video.
The primary benefit is that a Premiere video will not need an administrator present.
You can simply schedule the video, and it will be broadcast at the right time.
The telling difference is that Live videos have a LIVE badge, while Premiere videos have a PREMIERE badge.
- Video Slideshow
A Facebook Slideshow can be created using still images on your device.
You can either create your own slideshow or use the in-app tool to create a slideshow video.
- Facebook Stories
Stories is a section at the top of every page feed where users can upload video content. The idea is to post quick insights into your day.
Stories will expire after 24 hours, similar to Snapchat and Instagram Stories.
Facebook Stories now has 500 million users and seems to be one of the most engaging sections on the platform.
- Display in Watch
Facebook Watch is a feature that is targeted at premium content.
It could even be regarded as a free version of cable TV.
People who use Watch are expected to upload high-quality, original content.
Some popular shows on Facebook Watch include Red Table Talk with Jada Pinkett Smith, Sorry for Your Loss, and Five Points. This feature currently records 140 million daily users.
- Cover Video
Facebook allows business pages to replace their cover image with a cover video.
This is the big banner that pops up whenever you click on a page.
It is one of the first things a visitor will see and can be used for several purposes.
You can give the visitor an introduction to your brand, promote your product or service, or encourage them to take another action.
CoSchedule’s Facebook Page with a Cover Video
Choose a brand voice
As a brand, you probably have a pre-established voice or tone.
Your brand voice should also integrate with your videos.
Doing this keeps your message consistent across all platforms.
A Forbes report shows that presenting a brand consistently across all platforms increases revenue by 23%.
It also makes your brand recognizable, improving the impact (on viewers) of repeated exposure.
A brand voice will give your content a personality that stands out from the competition.
On crowded platforms such as Facebook, your ability to stay authentic will do your brand favors.
Create a content log and calendar
Your video content strategy requires a working document.
It is where you log content ideas, assign production tasks to team members, and schedule posts.
This calendar should be as detailed as possible.
For pre-production details, point out assets/resources needed and the date intended to work on the task.
For publication, indicate the type of video content, publishing date, estimated engagement, conversion goal, and call-to-action.
After you collect analytical data from each video, you can compare results with expectations to measure your level of success.
A calendar also provides you with a track record to evaluate your Facebook video marketing efforts over a period of time, and identify the weak points.
Set aside a Facebook advertising budget
While it’s possible to see massive results through organic efforts, every business can benefit from using Facebook advertising.
Paid ads and campaigns give you faster reach to a specific audience.
Using its micro-targeting features, you can be assured that your content will reach the exact people who may be interested in your products and services.
Paid campaigns will also bring in quicker conversions and ROI for your marketing spend. Video ads on Facebook can be as diverse as you need.
They can be placed within user feeds and stories.
You can also work with influencers to place custom ads within their content.
Test, test, test
It’s hardly possible that a brand will find its perfect marketing formula with one trial.
You will have to test different practices and content formats to see what your audience connects with best.
Testing is vital to optimizing the results of your Facebook video marketing.
Use A/B tests by creating two or more different video messages to promote the same conversion goal.
Record your audience’s engagement with each message and use that information to make changes in your campaign strategy.
Tips for Creating Facebook Marketing Videos
Create for a mobile audience
96% of Facebook users access the platform using mobile devices.
Therefore, you should assume that the majority of your audience will be mobile.
Create vertical videos, not horizontal, as they appear better on mobile devices.
Avoid fluff content
The attention spans of social media users can be short.
Once they click on your video, the first frame has to be good enough to hold their interest.
So avoid using fluff or filler content with no value. Always go straight to the point.
Entertain, educate, or both
The most popular social media channels are those with content that’s either wildly entertaining or educational.
As a brand, your audience expects nothing less from you. Make fun content, and don’t be afraid to take some risks.
Add personality to your videos
People want relatable brands.
Don’t be afraid to let your personality or the personality of your team members shine through the videos.
It all makes for an authentic experience, which is invaluable in branding.
Use an attractive thumbnail
A thumbnail is a still picture seen on a Facebook native video with the play icon.
Potential viewers will judge the quality of your video from that single picture, so make it good.
Always include a call-to-action
Remember that you’re not creating videos just to do something.
Every Facebook video should have a marketing goal.
At the end of each video, add a call-to-action by reminding your viewers to do something.
That could make the difference between viewers who finish watching to keep scrolling, and viewers who take the next step to convert.
About 87% of people will like to see more videos from brands in the coming year.
Smart marketers are already making plans to expand their social media video marketing to meet growing demands.
Facebook provides the perfect framework to host all of these video marketing needs.
You can reach your audience directly using one or more of the several video formats.
With the robust Facebook Advertising network, you can also host video marketing campaigns that should bring ROI for your business.
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