Viva La Video

By Sophie Nettelfold

According to Facebook, video is the king of content with total daily users consuming over of 100 million hours of video content each day. This, of course, comes with monetisation opportunities for businesses and brands sharing video content.

With options ranging from lucrative video ads and low-bandwidth carousel ads for slow connections, to featured videos targeted for groups, and event promotion video for businesses trying to sell tickets, your brand now has a wide and ranging choice. Not to mention gifs, cinemagraphs, 360 degrees and Facebook Live!

Wanting more? With the introduction of up to 60 second Instagram videos, it’s easier than ever to create video posts across both platforms.

The Facebook algorithm gives priority to native videos (as opposed to video links to external sources), meaning videos that are directly uploaded to Facebook perform better, with 30% more video views than those posted from a third party.

Facebook videos also have larger and more impactful thumbnail images in the news feed, sometimes appearing up to 11 times larger than static images. All businesses have varied tactics they use to attract their online audience. There is, however, a simple optimisation method used to suit brands across the board when it comes to attracting viewers:


Develop a Video Content Strategy

Depending on your brands KPIs and objectives on social (i.e. audience engagement, education, leads, etc.) your video content strategy must be tailored to achieve the desired end result.

Example: a series of ‘how-to’ videos using your product will share product demonstration and can lead to client testimonials, clicks to website and sales. Furthermore, a series of videos telling a brand story will spike brand awareness, win over followers and boost engagement.


Use a Call to Action

Create a series of relevant calls to action across your video content, or you’ll find that fans will tune out and you’ll miss opportunities to connect with them.

Example: asking viewers to sign up for a free resource will build your brand database and offer your brand priceless insight into your community’s behaviours and assist with future advertising targeting. Some brands may ask a question at the end of a video to boost engagement and gauge community reception.


Optimise text

Title your video correctly- with concise, relevant wording that people might search for.  Using descriptions with relevant keywords will grab the attention of a feed-scroller and help you to create thumb-stopping content.

Example: a fashion brand might post ‘Tips for winter layering’, which illustrates the video’s purpose of providing a service to the community to help style their clothes, whilst also offering scarves, cardigans or layering items for sale.


Include a relevant URL

Always include a relevant URL – whether it is a specific page linked to the video or even just your website homepage. This will allow your viewers to learn more and find additional information that corresponds to your business and brand.  In business terms, this process will lead to generating better quality leads.


Ensure your videos are high quality

The easiest way to optimise the quality of your videos is to upload HD video.

Facebook recommends these custom specifications:

  • 264 video with AAC audio in MOV or MP4 format
  • An aspect ratio no larger than 1280px wide and divisible by 16px
  • A frame rate at, or below, 30fps
  • Stereo audio with a sample rate of 44,100hz

While this is a topline overview of video content, you can read more from Social Media Examiner here, and go deeper with video content looking at the types of videos you can create for your brand and how to improve your visibility, reach and conversions.



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