Facebook can be a very valuable tool for traffic for many websites, and mastering an online presence on the social platform is often the difference between life and death of a publication.
Recently, Facebook’s algorithm has been modified to promote visual content, such as pictures and videos, over plain text posts.
Data published last November seems to be showing they are on the right track, with close to 8 billion video views per day.
While Youtube remains the uncontested leader in raw video content, it would be a grave mistake to ignore the rapid growth in Facebook videos.
Here are the interhacktives top tips to keep in mind when doing your Facebook video.
Grab their attention
You are fighting against the ever-shortening attention span of the viewer. If you don’t grab your audience in the very first seconds of your video, they simply go elsewhere.
Most of the time viewers will be scrolling through their feed and your video will automatically start playing when they go over it, that leaves you with about three seconds to convince them to stop and stare.
In this video by The Guardian, the viewer is instantly intrigued by this atypical question and answer. It stays no longer than three seconds and does its job well.
Keep it compact
This is in the same vein as our previous tip. The longer the video, the less likely he/she will finish it. Try to aim for something close to a minute or two, any more and you risk boring the viewer.
This video by the BBC has 10 million views at the time of publishing of this article, and it is only 50 seconds long.
Don’t forget visual stimuli
A trap publications might fall into is to treat a Facebook video like a segment in a broadcasting channel. You should not be simply staring at the camera and talking, other channels are better suited for this type of content Facebook videos are not.
If your video makes sense and the viewer can understand what it is about even with the sound turned off, then you are on the right track.
This video by NowThis has no natural sound, yet you can understand what the story and who the major players are just by reading the text. This technique is called a Nut Graf over B-Roll, where you simply take the nut graf of the story and put it over some video sequence.
Adapt your content
Not everything should be made for online video, but a bit of time and effort can turn even dry content into something that can work.
In this video, CNBC only had shots of Mark Cuban talking, but with the clever use of editing and adding text they managed to turn dry content into something you could watch on Facebook.