Working on any video project, we always guide clients through the process of carefully planning out their video, producing a script, storyboarding, putting together a timeline for the day of the shoot, all the things you would expect from an experienced videographer.
Going over and above this, we also think it’s important to take the time to provide advice on how to get your video watched by your target audience, after all is said and done, what good is a stunning video if nobody ever sees it?
Part of this discussion will involve where it should be hosted, Youtube, Vimeo, your website but importantly it will also include how to actively promote your video. Whilst all projects are different, one method that stands out as being a clear front runner is Facebook video marketing.
Here is a summary of a great article explaining why;
You’ll Get Greater Exposure
More than 1 billion people are active on Facebook, why wouldn't you post your video here? If you’ve done the hard work of producing the video, you can upload this and post out to your audience in a matter of minutes, and it won’t cost you a penny.
Connecting with Your Customers
With so many users, chances are your existing and potential customers are on Facebook. Connecting with your customers on a regular basis, through a variety of channels will keep you at the forefront of their minds. So when it comes time to make a purchase, you’ll be the first person they turn to.
Potential To Go Viral
If you travel past an advertisement at the side of the road, you’re very unlikely to get your phone out, take a picture and send it to all your contacts (I would certainly hope not if you were driving at the time).
However, if you get your video right and it evoke an emotion amongst viewers, there’s a very good chance they’ll share it and before you know it things start to snowball and you’re reaching the masses!
Search Engine Visibility
This ones pretty simple, similar to Youtube, Facebook videos appear on Google searches.
Target, Target, Target
Our favourite marketing function on Facebook is the ability to reach those outside of your followers and target specific demographics, at what we would consider a very reasonable price. In fact, we don’t think there is a better value way of practicing “targeted marketing” out there, if there is, someone please show it me!
Having hopefully sold Facebook video marketing to you, here’s a few quick tips to give you a head start;
Use an attractive visual to engage viewers
If you’re reading this, chances are you’re active on at least 1 social media platform. Think about your social media experiences and how you quickly scroll down your news feed, stopping only when something catches your eye, now apply this to your video.
Create videos fit for their purpose
Social media and video marketing experts recommend producing different videos that have distinct purposes.
For example, if you want your audience to sign up for your newsletter at the end of the video, then create a video with that goal in mind. If you want to promote a new service, then focus on that service in a separate video, don’t try and combine the two, you’ll fail miserably.
Adapt your video to your target audience
It might be that your video needs to appeal to a number of different target audiences? If so, it’s worth thinking about what appeals to each of these different audiences and adapting your video accordingly. We’re not talking about a complete overhaul, it could be something as simple as changing your thumbnail/opening screen with the goal of generating that initial engagement.
Keep it short and sweet
Viewers don’t hang around, that’s a fact. So if you want your audience to stay for the duration make it no longer than 60 seconds.
Give A/B Testing a go
When it comes to social media, the best way to find out what works is through trial and error. Try running the same video with one variable and compare your results. If you do this on a regular basis over an extended period of time, you should soon be able to devise a formula for what works best for you!
If you would like any help/advice on the above, please get in touch for an informal chat.