As most are aware, video is the best performing content type across all platforms. But each platform comes with its own set of unique strategies and tactics to succeed. On Facebook in particular, creators usually find that the community connects with you on a deeper level, through finding similar interests and passions. Engagement is generally higher and more meaningful than other channels.
Recently, Facebook released three best practice tips when it comes to creating video content that will be the most successful on their platform.
1. Include a 3-5 second trailer.
Capturing users’ attention is one of the most crucial aspects of content. When it comes to video, the first 3-10 seconds of the video are extremely critical. You want to make these moments visually interesting because users will make a split second decision around what they want to engage with and spend the time watching. Including a 3-5 second trailer at the beginning of the video can help captivate and hold your audience.
Facebook advises to take advantage of Creator Studio to see where your viewers are dropping off. To do this open up Video Details by clicking on your video in the Content Library of Creator Studio. Then check the Audience Retention curve and uncheck “only include views over 15 seconds” to see where people are dropping off in the first few seconds of your video. They also recommend to look at your retention curve often and work to improve it over time. This will ultimately help increase your reach on Facebook.
2. Edit your videos with a 4:5 aspect ratio.
It’s essential to optimize the video for whatever platform you’re sharing it on. Today, most people are watching video on mobile in vertical orientation, rather than turning their phone to landscape. This is why you want to frame your visual story and build for vertical format. Edit your videos using a 4:5 aspect ratio, as this seems to work best for videos on Facebook.
3. Engage back with your community.
Engaging with your viewers is just as important as creating the content itself. Joining in on the conversation in your comment section of your posts creates a good relationship with your audience and helps maximize your reach. Leaving long-form comments, like sharing special insights or answering questions can also help to spark even more engagement on your posts.
Facebook also shared 5 things to keep in mind when creating videos:
- Engaging: You want to create videos that spark meaningful interactions and authentic shares.
- Original: You don’t want to create videos that are clickbait or shared from a third party.
- Relevant: Capture people’s attention with things that are relevant to their interests.
- Consistent: Create videos that people will want to seek out and return to regularly.
- Retentive: You can drive longer views by creating high quality videos and are 3+ minutes long.
Facebook offers a unique combination of storytelling tools that makes it one of the best places to share things about your brand and grow your audience. That, combined with video content, makes Facebook one of the best places for social media marketing. Here we’ve discussed best practices for creating videos on Facebook, but there are a number of other factors that go into being successful when it comes to social media marketing.
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