How Facebook Video Marketing Can Help Your Business Get More Customers

Facebook for Business

Jimmy Rodriguez

Jimmy Rodriguez

Facebook Video Marketing for Acquisition

Video is the most viewed content on the internet today. Facebook has caught on to the trend as well as the platform has started emphasizing video content.

May 18, 2022
Update on
May 18, 2022
06 MIN.
Table of Contents

Video is the most viewed content on the internet today. Facebook has caught on to the trend as well as the platform has started emphasizing video content.

Using Facebook video marketing, you can attract new customers and solidify your brand. It can also serve as the gateway for new followers to view your other content and click through to your website. 

Source: Finances Online

However, figuring out how to get started with video marketing can be daunting. Many people have no clue where to begin. If you’re thinking of launching a Facebook video marketing campaign, our list of Facebook video marketing best practices will give you the inspiration you need.

Hook the readers in the first few seconds

According to a recent study by Meta, it takes about three seconds on average for someone to scroll past a post on social media. The first task is to get them to stop scrolling. The initial three to four seconds of a video are crucial for video engagement and campaign success. When you post a video that engages the viewer during its first few seconds, you will get the viewer to watch longer, boosting your organic reach.

You can grab your viewer’s attention by:

  • Showing something unexpected 
  • Discussing a common user pain point
  • Using humor
  • Asking an important question

See below how Simplist has used a question as a hook in their video. It leads you through a short story that keeps you thinking about the answer to that question till the end.

Source: Simplist

Another great hook worth mentioning is promising your audience a story. Bring out that “once upon a time” effect on your viewers. You can display text on the screen to do this or use a voice-over with clear captions. 

A good hook contributes to the video’s success. If you nail this part of the video, your marketing efforts will be on a great path to sweet success. Conduct a Facebook audit for your videos to gauge the success of each one.

Add a CTA

When you start an online business, you need to get people to perform the desired action, whether subscribing to your email list or buying an item from your ecommerce store. Adding a call to action (CTA) to your videos strengthens your message by giving the user a way to perform your desired action. In Facebook marketing, the CTA comes in the form of a small button under the video. 

A call-to-action is a must-have for all marketing endeavors. This is vital for everyone, from marketing pros to those about to. No matter the video format you use, it helps guide your viewers on what they should do next after watching your video. Include it in the text that appears around your video and in the video itself.

                                          

SmartCover’s video ad targets those who work long hours in front of a computer. Notice the call-to-action on the bottom? It is “Learn More.” This CTA leads to a webpage where you can read more about the product and how it reduces stress and back pain.

The CTA doesn’t need to be confined to a button. You can also have your voice artist say it or show it on-screen. Check to see which option works better for the Facebook algorithm and brings more of the desired result. 

Here’s how to add a call-to-action to your video with a few simple clicks. Immediately after successfully uploading your video, the “Add a call-to-action” tab appears. 

You have several options to choose from:

  • Learn More
  • Shop Now 
  • Book Now
  • Sign Up
  • Call Now
  • Send Email
  • Register
  • Watch Video
  • Send Message

Pick the CTA that represents what you would like your audience to do after watching the video. It may look like a minor detail, but the wrong CTA can confuse or turn off your followers.

Keep the videos short

Despite Facebook saying that its algorithm prioritizes videos at least three minutes in length, short videos always win in the fast-paced world we live in today.

Attention spans are growing shorter and shorter. The infographic below shows that the average watch time for branded videos is 4.57 seconds. Make your videos concise and to the point. By optimizing your social media content, you will increase the reach and effectiveness of your videos.

Source: Finances Online

It has been proven that videos between 15 seconds and 60 seconds perform the best on Facebook for the majority of businesses. These are easily digestible and effective in conveying your message to the desired audience.

Facebook video marketing can be life-changing for your business. Use the various types of videos that you can upload on the platform. Don’t hesitate to jump on the bandwagon and get your hands dirty with a creative approach. Creativity will hook your audience and reel them in.

Try live streams

Live streams are an effective way to level up your Facebook video marketing. They are all the rage right now. Everyone is jumping on the opportunity to speak to their audience and read their comments in real-time. You can grab this opportunity too and get to know your viewers a little better.

Facebook marketing videos take many forms. Live streams can be an effective way to market your products or services. Live marketing helps you attract new audiences and interact with the existing ones, helping you build brand loyalty.

There are a number of ways in which you can use live streams in your Facebook video marketing:

  • For product launches
  • For product upgrades and updates
  • Q&A sessions 
  • Webinars

Live streaming allows you to ask your audience questions as you respond and answer their questions in real-time. You get to know their pain points, concerns, sentiments, and the improvements you can make to serve them better.

In addition, you can use the live poll feature to enhance your Facebook marketing strategy. Starting a poll during your live stream can increase your engagement and give you a good idea of audience sentiment. 

Optimize for mobile devices

Majority of video views on Facebook are from mobile gadgets. Considering that 98.5% of users access Facebook through their smartphones, your videos’ mobile-friendliness is key to boosting your Facebook video marketing performance. 

For starters, make the text on your video bigger. Mobile devices have small screens, making average text smaller than usual. Exaggerate the size of text to make it more visible to mobile users.

Consider giving users a full-screen experience on their preferred device as you create your videos. Facebook suggests uploading videos with 1:1, 4:5, 9:16, and 16:9 aspect ratios to accommodate different screen sizes.

The easiest way to check how your videos play on mobile is to view them on your own mobile device. If you run into any issue while trying to watch it, then change up your strategy moving forward to address it.

Include all the relevant information

Giving viewers all the information they need in your videos is a great way to grow your brand. Have a catchy headline, title, and caption to give your audience an idea of what they are about to watch. If used correctly, these could serve as the hook for your video. If the material in the video is new to the viewer, a few words add some much-needed context to your clip.

                                                       

The image above shows a video example. You can see the following elements:

  1. the name of the page
  2. a brief caption for the video
  3. a video title and headline
  4. a brief description 
  5. the call-to-action

Even if you’re confident that your video is catchy enough to make Facebook users stop scrolling down, you still need to add captions to it. A study by Finances Online has found that 80% of viewers are more likely to watch videos that contain captions. Additionally, there is a 0.39% increase in engagement if a caption of over 300 words is added to the video. 

Captions are a powerful tool to incorporate into your Facebook video marketing strategy. They keep your viewer watching till the end. They also make your video more accessible, especially to hearing difficulties individuals. 

Captions allow people to watch your videos in sound-sensitive environments too. Remember that embarrassing moment when you played a video on full sound without knowing it? We’ve all been there. Observing good keyword density in the video caption will also boost your SEO and the potential reach of your videos.

In Closing

Facebook video marketing is increasingly becoming an important way to attract new audiences while retaining the attention of your existing ones. To attain the success you desire with videos, remember to keep them short. You also need to use live streams to interact with your audience in real-time and address their queries and concerns on the spot.

Hook your audience within the first three to four seconds of your video. Create both portrait and landscape videos for your Facebook video marketing. Incorporate all details in your video. Adding a suitable headline, title, and caption will give the viewer an idea of what they are about to watch. 

By following these tips, you are all set to conquer Facebook with your marketing videos.

Jimmy Rodriguez

Jimmy Rodriguez

contributor @Iconosquare

Jimmy is VP of eCommerce for Shift4Shop. He's dedicated to helping internet retailers succeed online by developing digital marketing strategies & optimized shopping experiences that drive conversions.

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