When it comes to social media, brands must go where their audience is – and for many, that’s Facebook. But knowing where to interact isn’t helpful if you aren’t actually engaging the consumers you’ve targeted.
Here are seven ways to increase your Facebook reach using video.
When posting text and images is so much easier, why take the extra effort to create and share videos? Because video posts garner the highest engagement rates on Facebook.
Engagement is everything, so why would you throw that advantage away?
You wouldn’t. Unless, that is, you blindly created and shared videos without understanding which ones your audience want to see. Here’s how to ensure your videos crush your brand engagement goals.
1. Do Some Audience Recon
What do your target consumers care about on any given topic? That’s what matters when creating content – of any kind. But if you’re going to command their attention for a full minute, or three, or ten, you’ve got to draw them in with something they can’t resist.
Want your videos to go viral? Then it’s even more important to hit the passion nail square on the head. Sentiment analysis should always be your go-to for informed decision-making. Start broad – searching terms like “recipes” and “#recipes,” for example, if you’re a brand in the food realm:
At 85% positive, it’s clear the love for recipes on social is there. Now follow through on the specific Sentiment Drivers – like Attributes – to understand exactly what social consumers love. At a glance we can see they want things that are:
- #delicious recipe(s)
- Easy/easy to make
And more. The goal is to discover what they most want – but aren’t getting anywhere else. Whether it’s a new audience segment that’s neglected by your industry overall, or something your general audience craves, they’ll love you for “seeing” them and answering that need.
By the way, you can do this even if you’re a smaller brand without the big-budget tools global brands can employ. Take advantage of Facebook’s Pages to Watch feature in your page insights, and learn from the content your competitors are succeeding with.
Eventually you’ll have the resources you need to invest in more advanced Next Generation Artificial Intelligence (AI) Analytics tools of your own.
2. Take Advantage of Influencers
Conversion on social media is a team sport. Whatever consumers love about your brand can only be strengthened by validation from the right people.
Your social listening will tell you who your audience responds to most – but it will likely be a combination of macro and micro influencers.
Macro influencers are your celebrities – both traditional, and of the social media variety. They’re the big names with big followings that get consumers thinking aspirationally: “I want to be just like them, so I need to use these products!”
FabFitFun, for example, uses many reality stars – like The Real Housewife of New Jersey’s Melissa Gorga, and that franchise’s Beverly Hills housewife Lisa Rinna. With regular results in the ballpark of 75K views and more than 400 comments, the brand clearly understands who their customers are.
Micro influencers, on the other hand, are your everyday customers – those who may not be famous, but are excited to share how much they love your brand. When you have enough of them sharing over time, they are just as powerful as the biggest celebrity name – sometimes more so.
A great way to activate micro influencers is by asking for user generated content (UGC) in exchange for something your fans want. That could be as simple as responding to and retweeting their content, or it might be some sort of discount, free product, or other perk.
Every audience is different – just give yours what they want, and you’ll be surprised what they’ll do for you. And all while providing that authenticity and fellow-consumer opinion social users want.
3. Go Vertical
When viewing video on a device like your television or laptop, horizontal is the traditional spec. But on social platforms, video is often viewed on mobile devices, where vertical or square videos have the advantage.
In one recent study, “Square video resulted in 30-35% higher video views and an 80-100% increase in engagement.” That’s no small thing!
This is likely because people view videos within their newsfeeds, rather than clicking through to the video itself. Given this, the video needs to fit the format of the screen it’s viewed on – or viewers will scroll on by.
Daddy’s Home 2 made great use of the square video option with their trailer back in 2017. Interestingly, movie marketers aren’t making nearly as much use of this option right now. But look at the difference when viewed on a mobile device:
Daddy’s Home 2 Facebook trailer versus Five Feet Apart trailer
4. Use Direct Uploads
Part of the difference could be brands sharing YouTube and other links versus uploading videos directly to Facebook. If you want the best reach on Facebook, you need to share videos from that platform. You’ll get an average 304% more interactions if you do, as well as 477% more shares, and 8x more comments compared to YouTube.
5. Go Live
The fact that people spend 3X more time on Facebook Live videos than other videos, and are 10X more likely to comment, are good reasons to go live. It also doesn’t hurt that going live creates a sense of excitement and authenticity that is often much more appealing than a slick, over-produced product video.
And live streaming is growing faster than other types of online video, so now is the time to start experimenting, and learn what your fans like best.
6. Add Captions
As many as 85% of Facebook videos are viewed without sound – thanks to Facebook’s default sound settings, which many users don’t override. That means they might miss the message of your imagery without a little help from captions.
Not only do captions clue viewers into the purpose of your video, they allow for viewing in situations where turning up the volume isn’t an option. Make receiving your message easy on your audience by adding captions.
Despite some viewers’ preference for the guerilla nature of a casual live video, and the need for captions to cover all bases, it’s still smart to take a bit of care with your surroundings when shooting video.
This doesn’t mean you need to rent a studio, or invest in expensive or fancy lighting or sound equipment, however. It just means putting a little bit of forethought into your surroundings.
Take advantage of natural and artificial light and be sure the subject of your video is in light versus shadow. If you’re in a noisy café, use mic’d earbuds to capture the video’s sound, just so your voice pops over the surrounding din.
It’s not about being perfect – it’s about being seen and heard well enough that you don’t frustrate viewers and send them scrolling to the next video.
If Facebook is an important channel for your brand, you can truly own it with video if you follow these tips. Just continue tracking consumer sentiment as you go and you can’t miss.
Want to learn more about how sentiment analysis improves your Facebook engagement? Reach out for a demo of our best-in-class AI Analytics tools!