4 Ways to Use Video Content on Facebook to Increase Audience and Conversion – – VENTS Magazine

A Facebook page is an extension of your businesss website. It amplifies your reach to a new audience beyond website visitors.

Compared to a website, its more effective for sharing news about your company, promoting new content, and building closer relationships with your clients/consumers.

A section on Facebook thats currently increasing in popularity is video content. The social platform encourages its users to upload video content directly to their website by improving their search algorithm for ranking native video results above other content formats (i.e., photos, status updates, etc.).

So how can you best exploit this Facebook algorithm change for your business?

One thing to keep in mind when uploading your video to Facebook is to keep it short.

Research by SocialBakers on this topic found that videos that were less than 21 seconds in length performed in the top quarter for completion rates. It makes a lot of sense, considering one-third of Facebook users use the mobile app for browsing their news feed.

Chances are, theyre not only browsing Facebook; maybe they also check Twitter, Instagram, or other social media. So they likely dont want to spend more than a minute watching a video that might not do them any good.

Thats why you need to cram as much value as possible into a short video. If you thought that wasnt possible, youre wrong. Tip Hero has a lot of short (1 minute tops) but helpful videos. And they get millions of views for each of them.

I know: Tip Hero is not an industrial corporation or a niche startup. They work in a relatively general niche, and their audience range is much more significant.

Lets say youre a niche startup with a particular market target. Itd be good to have an exciting piece of media for pitching your concept to investors and for publishing it so other investors can see what creative ideas you have.

In this case, you should create an explainer video for your business, like this one from Pinterest.

An explainer video is a short (<2 minutes, consisting of 200 words of narration or less), informative, and a commonly animated video thats generally used to describe what a product or a company does in a fun and descriptive visual.

Interesting, isnt it? An explainer video can explain an abstract concept much better with a visual presentation. These kinds of videos wouldnt be called explainers otherwise.

If you want to learn more about explainer videos and see more examples of them, heres a showcase by startups and companies from all over the world.

As a company, youve got to have a mission to aim for and a vision to guide you. Facebook is the perfect place to share your companys aim.

The reason? More and more people are turning to social media platforms to learn about brands. Half of the participants in a Lab42 survey said they find a brands Facebook page more helpful than its website.

Nike is an excellent example of a brand that uses video content to share its view with the world on Facebook. The videos they share with their audience arent about selling the productstheyre about showing the world what values they stand for.

Video content can be great for evoking emotions in an audience, so try to incorporate this into your video content on Facebook. It can be anything from making your audience laugh to making them feel angry or sad.

Research by Ehrenberg-Bass Institute for Marketing Science found that the most-shared video content on social media were pieces with the most substantial emotional impact, regardless of the emotions positivity or negativity.

Corporate videos are usually serious stuff, and people do not browse their Facebook for additions to their stress levels from their daily activities. Give your audience a break and inject elements of fun into the videos you upload to Facebook.

If you think this is cheesy, well, it is. But the point is to make your video less stressful and fun to watch because thats what gets people to watch it in its entirety.

General Electric did just that in their recent promo video for employment opportunities:

I dont recommend going with this fun type of video constantly, though, especially if youre a B2B company. B2B companies need to make the best first impression they can to show potential clients that they mean business.

Facebook is currently experimenting with new video formats. It is a good feature for businesses with Facebook pages because it provides new and exciting ways to share your videos and get involved with your audience.

Here are the kinds of videos you should try for your business:

Live video on Facebook offers a whole new level of audience interaction for your business. Its convenient for something that requires real-time interaction between you and your audiences, such as interviews and Q&A.

Facebook Live allows you to reach anyone who follows you, but with all the posts from everyone else, some of your audience might miss your live stream. However, there is an option to boost your live stream. Regular live streaming tends to increase subscribers to your pageand thus, you have a larger audience to reach.

Its more technical, and its not for everyone on Facebook. It requires more than just a smartphone with iOs or Android running to make a 360 video. But the results of a 360 video can be phenomenal.

Related to Facebooks new features, other changes alter the way businesses use video content on various social platforms.

The keys to getting the most from Facebook as a marketing funnel using video:

What do you have in mind for your next Facebook post? Leave a quick comment.

Author Bio

Andre Oentoro is the founder of Breadnbeyond, an award winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).

Twitter: @breadnbeyond

Email: [emailprotected]

LinkedIn: Andre Oentoro

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4 Ways to Use Video Content on Facebook to Increase Audience and Conversion - - VENTS Magazine