Last year, Facebook claimed that they were the future of video marketing for small businesses- and they were right. Facebook users love video. That, combined with the size of its platform and its active user base, makes it a perfect for businesses to produce effective video content.
It’s assumed that most small businesses have a Facebook page. If you don’t, I suggest creating one immediately after you’ve finished reading this blog post! Facebook has been a game changer for small business marketing for years and now, they have revolutionised the video marketing game. You now have access to a site that gets billions of video views a day, and quite frankly, your marketing strategy is incomplete without it.
Here are some simple yet effective tips for taking your small business video marketing to the next level:
1.Keep On Top of Trends
Taking the time to cater your video content to your consumers will make what you produce more effective at defining the tone for your business. The simplest way to keep your company relevant is to focus on what’s trending.
Taking into account your target demographic and keeping a sharp eye out for what’s new will help you create video content that will hold your audience’s attention. Annual campaigns are a great way to tap into trends.
The popular charity campaign Movember is a perfect example. The average Movember participant has an average of 258 Facebook friends, which means 258 consumers are exposed to Movember content for an entire month. Getting your staff involved in the campaign and basing your videos on it is a great way to boost involvement- while also letting your audience know of your company’s charitable side!
Is your demographic local and interested in an upcoming marathon in the area? Why not get involved and try to incorporate your brand’s personal spin on it? Be sure to include relevant hashtags and tags to show your involvement.
2.Recycle Your Content
Recycling content is an easy way to maximise the views of your company’s videos across a range of platforms, including Facebook. It allows you the freedom to post the same content across your businesses social media outlets, for maximum outreach. But before you choose to recycle your videos, you must adapt your videos for Facebook to achieve optimum reach.
As a general rule of thumb, if you are repurposing content from YouTube, your Facebook videos should be shorter than your original upload. The best way to decide how long it should be, is to analyse how your audience interacts with your videos. Analyse your videos performance on Facebook and find out about your audience retention is. Also look at the average reach of individual videos and the breakdown of comments, clicks and likes. Being able to decipher just where your audience switches on (or off) is a great way to decide on the length of your video and allows you to get your message across clearly and concisely.
Videos that get uploaded directly to Facebook get preference- simply linking to YouTube video or Vimeo won’t get you the coverage you’re looking for. Organic Facebook uploads enjoy lots of options, including auto play in news feeds and viewing a video’s engagement if it’s been publicly shared.
But that doesn’t mean content from other sites can’t be used. If you want to share such content on to your page- go ahead! Just upload it directly, don’t link to it!
3. Make the Most of Live Video Sessions
Though it’s still relatively young, Facebook live is a massive game changer for businesses on Facebook. The latest statistics show that people are spending three times longer watching live videos than pre-recorded ones.
If a small business utilises this and pushes to cater creative content to their consumers, a routine of small weekly, or monthly sessions could see businesses reach target demographics that are further afield.
Since the launch of Benefit Cosmetics’ Tipsy Tricks in April, it is seeing several thousands of viewers tuning in every Thursday to their a 30-minute live sessions, where the hosts drinks wine and talks makeup to their audience.
But the main strategy that Benefit executes very well is audience engagement. The viewers get to weigh in with their thoughts and opinions throughout the video, as the hosts ask about their preferences.
Regular live streaming allows you to increase the subscribers on your page, which in Benefit’s case, sees an average of 60,000 views on their videos post stream.
Adopting a similar system of scheduled live content to your small business will not only boost engagement, but will offer you a unique personal interaction with your customer base.
4. Smartphone Friendly
According to Facebook’s mobile video data, users spend an average of 1.7 seconds on video content that appears on their news feed, compared to 2.5 seconds spent on their laptop. This is an area that needs to be addressed when marketing for your business.
Making your video content more mobile-friendly doesn’t mean your business should change its entire strategy, but your content should already be built with mobile devices in mind.
Captions are also a great way to make your content accessible to those who don’t wish to view your video with sound. Give the option to opt in to audio. As many as 85% of the 8 billion daily views generated by Facebook videos are viewed without sound, so make sure you’re keeping your video captions simple and readable.
5. Make the Thumbnail Interesting
The thumbnail might seem like a small detail but it isn’t. Businesses shouldn’t underestimate the power of a thumbnail. Think of it as the mini marketing poster to your trailer. It’s the first thing a person sees before they watch it in full. The more interesting the thumbnail, the more likely a person is to click on it to find out more.
Unless you pick out a thumbnail image yourself, Facebook will automatically default to a random image within the video. It can easily pick the dullest, most irrelevant image possible. If you don’t want people to see your business as dull and irrelevant, why have a picture showcasing it as that?
Have a look at the current state of your Facebook uploads. If you do find your images are underwhelming, Facebook gives you the option to change your new and existing thumbnail images.
Choose an image that is an accurate representation of the the content in the video. If you let your viewer know what it is they’re expecting to see, your businesses play through and engagement rates are bound to increase. For example, if your video is featuring a new product, ensure it’s the focus of your thumbnail.
In order to get an optimal image, relying on screenshots from your video won’t always produce the most eye-catching picture. So, before you start filming, take the time out to take a high res, clear and focused shot.
Take the cooking channel Tastemade as a great example. As a cooking channel, their Facebook video page is filled with the eye-catching results of their recipes. Their mouth-watering photos have no doubt helped them draw in hundreds of millions of active viewers, who average a staggering 1.5 billion views monthly.
6. Keep Your Content Consistent
Keeping a consistent social media marketing presence for a small business can be pretty time consuming and can sometimes slip to the bottom of the priority list. But being consistent with your marketing campaign will keep your followers engaged.
To save you time, create content ahead of time. Alongside your marketing schedules or your campaigns, create additional content and tell your followers about it.
Facebook allows you to schedule your video posts. Want your video to go live at 10.00 am to coincide with the launch of your company’s big news? Go ahead. You can upload videos that are a maximum of 20 minutes long and up to 1 GB in size. Schedule as many as you’d like and get your brand out there!
If you want the reach, shares and expanded outreach, you’re going to need to start uploading video content to Facebook. After all, the goal of your Facebook page is to engage your audience and make them want to find out more. Make the quality of your videos high quality, short and creative. The more concise your content is, the greater your potential reach will be. Still unsure about how to effectively market for video? Take a look at some of the above mentioned pages for inspiration.
If your business has already started incorporating Facebook video, I’d love to hear your strategy in the comments section of this post!