7 Best Practices For Facebook Videos

As Facebook continues to revamp how it delivers content to keep users scrolling through the News Feed, its latest experiment is in promoting video content from publishers. That means that brands and businesses have an opportunity to rank higher on the algorithm with a piece of well-crafted, relevant video content. Take advantage of it with a dynamic video—but be sure to keep these tips in mind first!

Prioritize Production Quality

You don’t need to have fancy equipment or a full-scale production team to produce a successful video, but make sure you have the resources available to create an engaging, high-quality, and thoughtfully-crafted piece of content; otherwise, it will fall flat.

Hook Your Audience

People who are scrolling through the News Feeds will skip past content that doesn’t grab their attention within the first couple seconds, so make sure that your story starts with a punch. Experiment with editing to capture interest quickly, such as telling a narrative out of order.

Use Square Videos

Square videos do better than landscape videos with average engagement, views, and reach. This is especially true of the mobile experience, where square videos take up more space.

Don’t Rely on Sound

Facebook videos play automatically without sound when a user scrolls past them on the News Feed. The viewer can choose to unmute it, but your video should be compelling and deliver a message even without sound; brands might also consider including text that highlights the message without relying on sound.

Refine Your Audience

Facebook orders content by relevancy to the user on the News Feed, so it behooves you to share your video with a smart segment of your larger audience. You can do this by clicking on the target icon before you post it, which then pushes the video out to a preferred audience based on their interests and the Pages that they’ve liked. If you have the resources, consider creating separate videos for disparate audiences.

Include a Call to Action

Include a card at the end of the video, or insert text overlay, that encourages users to take the next action, whether that be visiting a website, sharing the video, or tagging a friend.

Use Facebook Insights

Dive into your Page Insights to see how your videos are performing. You’ll be able to see metrics for individual videos, view a graph of audience retention over time, a breakdown of engagement per post, and the number of clicks. Each set of granular data will help you understand what types of content perform best, and how to recreate home runs.

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