Scrolling through a Facebook feed is the equivalent of a never-ending digression. There are constant distractions, most of which offer little substance. For business owners, the challenge of Facebook lies in video production that makes a meaningful impact. Such an endeavor is easier said than done.
Here’s the inside scoop on how to create Facebook videos that resonate with your audience.
Table of Contents
Recognize the Importance of Video Specifications
Facebook vertical videos with a description length upwards of 10 words increase viewer engagement rates significantly. Vertical videos—similar to those that have proven successful on Instagram reels and TikTok—are on-trend, fresh, and engaging.
Vertical videos have soared in popularity, partially because the masses have quickly adapted to consuming video on phones more than other electronic devices such as desktop computers and TVs. Be sure to couple your videos presented in vertical format with a call-to-action to elevate the video response all the more.
Facebook Live is Your Friend
Live video comprises around 12% of Facebook videos. Though this percentage is low, it does not automatically discount Facebook video content as meaningless. The truth is: live videos posted to Facebook heighten engagement due to the value of spontaneity. People are more receptive to content that is unpredictable and delivered in the moment, as opposed to scripted content that has been rehearsed and modified through extensive production.
It is particularly interesting to note that live Facebook videos buck the trend of video as a whole in that longer live video content that runs an hour or longer has nearly three times the level of engagement than videos that are comparably short.
Seize the opportunity of Facebook videos by streaming the launch of new products or services, programs, and events.
Video is More Consumable Than Text
The average Facebook feed is laden with paragraphs of text. Scrolling through endless words becomes tedious unless videos and images are interspersed between paragraphs. Video content has inherent appeal as it is consumed with relative ease.
The little-known truth is the optimal Facebook video length is two minutes to five minutes. The only exception is live Facebook video, which tends to perform best in an elongated form.
You’ll also want to add captions to video content that communicate the dialogue of the video so those who do not have their computer volume turned on can still understand the meaning of the video. Essentially, the more consumable your Facebook videos are, the more they’ll engage your target audience and the better they’ll perform.
Diversify Your Video Content
Live videos are only the tip of the Facebook video iceberg. The most successful businesses gradually roll out a wide variety of videos ranging from live content to tutorials that demonstrate products and even behind-the-scenes video content featuring team members.
The benefit of diversifying your Facebook video content is that it casts a wide net, ensuring there is mass appeal to the entirety of the audience, regardless of their personal video preferences.
Facebook video production diversification also heightens engagement, exposing the viewing audience to fresh content. When in doubt, err on the side of being daring and overly creative rather than formulaic.
As an example, provide the viewing audience with a question-and-answer video in which your team members answer commonly asked questions. You could also create a video that demonstrates how products and services solve common customer problems. Videos like this will compel the viewing audience to give serious consideration to your value offering and possibly view that offering in a new light.
Upload Videos Instead of Sharing Them
Sharing your latest videos or older videos with links from your company’s YouTube page is not as effective as uploading that content. Though few know it, the truth is Facebook native videos have a nearly 90% greater reach. Additionally, native videos have more comments than those that are merely linked from a YouTube page.
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