Photo by Sticker Mule on Unsplash
The chips are down for social media marketers. According to a Buffer study from 2016, video boasts three times the engagement of alternative content types on Facebook, yet less than 1 percent of all content on the platform is video. If you’re still waiting to press play on your business’ Facebook video strategy, don’t. The time is now.
Facebook is still the number one social network in the world with 1.59 billion users logging on each month. This isn’t to say that your social strategy shouldn’t be integrated across multiple platforms. It just means that a clear focus on Facebook can boost growth unlike like any other (Instagram has 400 million users per month, in comparison).
Newsfeed algorithms are demonstrating an increasing fondness for video content and users are eating it up. If you’re active on the platform, chances are you’ve caught yourself mindlessly scrolling through video after video. You’re not the only one. Facebook users are devouring 100 million hours of video per day, which is even more staggering when you realize that most videos are 30-90 seconds long.
Pay to Play
Forget the notion, right now, that you can ride the Facebook train for free. The platform has become increasingly monetized and there is little to no organic reach available. Better content, more content, varied content—all of these Facebook strategies are ineffective in the world of paid content. Just as you have set aside a budget for traditional media advertising, a social media advertising budget should be part of this year’s Q4 strategy, if you don’t have one already. And most, if not all, of it should be used for video.
Do it often, do it well.
Your new budget should include the funds to create a steady stream of new, high-quality videos. We urge you to use this kickass infographic from Vidyard to see how you stack up with the best-in-class video marketers:
As you’re polishing your new budget proposal, here are a few tips to keep in mind as video ideas begin to brew:
- Keep your content customer-centric: inform, educate or call-to-action. Read our dive into nueromarketing as it pertains to video.
- Deliver a message with and without sound (85% of Facebook videos are watched with the sound off).
- Go Live when you can. Boost engagement from your followers.
- Do it often, do it well. We broke down how to deliver kickass business video here.