If pictures are worth 1,000 words, what are videos worth? Shorter attention spans, more digital platforms and an increased demand for information has driven the demand for video content. Videos garner more organic reach and engagement on average when compared to otherThe future of videos on Facebook forms of information sharing. A recent Ad Age article shared, “People around the world are posting 75% more videos to Facebook than they did a year ago…and that growth is steeper in the U.S. where people are posting 94% more videos to the social network”. Advancements in the technology and accessibility around devices that create videos have put the power of video content creation in the hands of the masses. But, for a video to be effective and meaningful; you still need a purpose for filming and the right platform to share it on.

Why Facebook video?

A prominent reason you should consider uploading your videos directly to Facebook is the new auto play feature. Auto play enables clips to start playing the first few seconds of your video in someone’s news feed as they scroll through. These extra precious seconds could be the difference between getting someone’s attention and missing an opportunity for engagement. The second reason to consider Facebook video tools are the data insights you can see within Facebook Business Manager.

The future of videos on Facebook

These data points above offer additional insight into what it was that people were attracted to in your video. Analytics for just how long they watched and how many people watched organically are great metrics to help you differentiate between understanding your audience better, and throwing video content at them until something works. After running a few initial tests with content marketing and image sharing, you should have a pretty good idea of what your audience responds to. Then you can begin to create your own videos that cater specifically to your demographic group.

What goes into making a video?

Any marketing efforts you create should always have a purpose and a direction. Before you even begin filming you need to have an idea of who this video is made for. Are you promoting an upcoming event or product release, or do you want to get your name out there so people are aware of your company? Once you have established clear and measureable goals you can begin to draft a storyboard of what your video will teach your audience about your product or service. Aim for telling your audience something important about your business or service. What is it that separates you from your competitors?  Don’t forget that even the best uses of humor in video advertisements can teach you something meaningful.

Is it difficult to make a good quality video?

Having skills or a natural eye for what looks good on camera certainly doesn’t hurt the production value of a video but it isn’t everything. There are many tools today that you can use to make you look like a professional without ever having taken a film course. For some tips on creating great mobile videos, check out Pro tips from Marketingland

The future of videos on Facebook

What are some tools I can use to make short video content?

If you lack high end equipment to make videos but have plenty of ideas, here are some resources you should look into to make your video ideas a reality:

Nutshell App

  • Created by Prezi, this app is a fun way to add animation and text to any short video you film with the app

iPhone time-lapse feature

  • All you need is a subject you can film over time and a method of securing your phone in place for the duration of the video. 

The future of videos on Facebook

Stop Motion Studio (iOS app)

  • This app allows you to get even more creative and make your office supplies and characters come to life! Add some flair to your marketing videos with a stop motion shot film.

The future of videos on Facebook

Vine

  • Depending on your demographic group and the amount of information you need to share, Vine could be your perfect medium! Some of the biggest brands are taking advantage of this quick video creation tool to attract younger generations and engage with them on a daily basis. Get some ideas for how Vine can be effective in your campaign here.

The future of videos on Facebook

Test once, and then Test again.

Getting to know your audience is an ongoing and ever changing endeavor. Just because something worked one month does not mean you should expect the same results month over month. Don’t forget to run tests that allow you to keep up with changing trends and best practices. Remember, everything can be tested. Experiment with different styles, formatting, humor elements, angle and more. The more items you test individually, the better you will identify key trends. 


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