As a social media platform, Facebook established itself way back, and it’s impressive that it has managed to stay relevant even after all these years. The reason for Facebook’s unwavering popularity is simple; it has continued to evolve with the times. Not so many years ago, videos weren’t readily watched by Facebook users; video playback used to be buggy, and mainly images and text-based content were shared.
But, as video content has grown in popularity, Facebook has made changes, and video playback is now much improved than how it was just a few years ago. As a result, individuals, groups, and businesses have started creating video content specifically to market themselves on Facebook. But successful marketing only happens when there’s a strategy to back it all up.
So, if you want to market what you’ve got in your locker on Facebook, here are the top 7 tips for a video advertising strategy that’s both robust and rewarding:
#1: Try talking more through visuals and less through sound-
Sounds confusing? The fact is that most Facebook videos are viewed on mobile devices, and if you view one video without the sound, the next videos you view will be muted automatically. In many cases, users don’t tend to watch the following videos by unmuting.
Even if your video’s audio is essential for getting your message across, you should back it up with visuals that make the video watchable even when it’s muted.
For example, if a professional musician uploads a song, the video must capture the attention of his/her target audience. If it does, the end-users will be encouraged to unmute the video and consider it important to listen to the audio. Even if the musician fails to create a full-length music video, a lyric video is easy to make. You could also create promo videos using a tool such as InVideo.
#2: Know the way Facebook counts views-
If you think a person watching your video for two seconds counts as a view, you are mistaken. Facebook only considers views where users watch a certain video for more than three seconds. This points to one thing; you need to have a compelling intro.
If you don’t give your target audience any reason to even think about engaging with your video in the first few seconds, you can bid the views goodbye.
#3: Keep some room for experimentation-
Even though Facebook has emerged as a great marketing tool, it still isn’t something that makes and breaks individuals and businesses. As a result, you can always experiment and come up with different types of videos to see what works for you. This will also help you stand out from the crowd as people will always be surprised by what you conjure in each video, i.e., if your content is right in the first place.
#4: Target the people who engage with your videos the most-
Facebook lets you customise your audience for your videos. With the help of previous viewership data, it is easy to figure out your target audience on Facebook. Ideally, it would help if you targeted those who watch at least 50% of your videos, as they are the ones who are connecting to your content the most.
If you are running a business and want to promote your products/services on Facebook, you can make your first video something generic. But after you identify the audience that engages with the generic video the most, you can throw something more specific.
#5: Pay attention to how you describe your videos-
Once you post a video, you can use text to describe it to target audiences. If it’s a video that promotes a specific product, you can list the product name along with its features that should appeal the most to your target audience.
However, if the video is generic, the write-up can be about the business’s values. For such videos, you can include your business’ slogan in the text description. This practice can also go great lengths towards establishing your brand identity.
Remember to keep your text descriptions crisp and concise, though. You don’t want your audience to get bored by making them read too many words.
#6: Keep recommended video specifications in mind-
Every social media platform recommends that users upload videos that conform to specific standards in terms of the video specifications.
For Facebook, the recommended specifications are:
- An aspect ratio between 9:16 and 16:9
- The video should not be sized more than 4 GB
- 128 kbps or higher stereo AAC audio compression
- H.264 video compression
- Square pixels
- Progressive scan
- Fixed frame rate
#7: Place your call to action wisely-
For individuals and businesses who have just started marketing themselves, their businesses, and/or their products, it’s better to place your call to action at the starting or middle section of the video. As viewer engagement increases with subsequent videos, you can start placing calls to actions towards the end.
Last but not least, you should also consider using a video ad maker like InVideo to create outstanding advertisements without needing specialized video creating and editing skills.