How to Build a Winning Video Content Marketing Strategy on Facebook

Videos are arguably the best content format for businesses marketing on Facebook. Why? They provide immersive experiences, personalize businesses, evoke strong emotional responses, and are a perfect format for the increasing number of users consuming content on the go.

Videos have an edge over other content formats - they are more effective in reaching and engaging Facebook audiences compared to photos or links and are liked by the audiences. According to the platform's latest study, 45% of the people surveyed expressed their intention to consume even more Facebook videos in the future.

What does it all mean for marketers? Facebook video is booming and companies can be certain of the need to produce more video content in the future. Now is the perfect time to build a solid Facebook video strategy that can tap into all the benefits video has to offer and be an effective way to achieve companies' marketing objectives.

To do that, marketers need to pair great content with comprehensive video analytics that go beyond their historical performance and native tools. Comparing your video performance against the market is key to understanding where you really stand and pinpointing your strengths and weaknesses so you can successfully get ahead of the competition.

Fitting Facebook Video into Your Overall Content Strategy

Many marketers wonder where videos fall within the context of their overall Facebook content strategy. The answer lies in audiences' content consumption preferences, which are strongly leaning towards video. However, you shouldn’t completely give up on images, links or written copy. Your content strategy should reflect this trend and be centered around video, while still leaving space for photos and updates.

When it comes to meeting your social media marketing objectives, video can be a powerful goal driver. The format's greatest strength is its high effectiveness across the marketing funnel. Video can be particularly successful at the early stage where you can leverage its potential to reach and engage users to raise brand awareness. But you can also use video at the late stage to propel conversions by streaming product demos.

Whatever your social media marketing objective, video can help you reach it - which is why you should start taking advantage of the format now.

Getting Creative with Facebook Native Video

The standard native video is the most widely used video format on Facebook with a steadily growing adoption rate. In October 2017, 85% of the top 1000 of the largest Facebook brand pages were publishing native videos organically. At the same time, as much as 63% of these pages were posting paid native videos, which shows that video investments are on the rise and not likely to slow down.

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Putting money behind your Facebook video content is essential to amplifying its results. While videos usually achieve a pretty high organic reach, you shouldn't waste the opportunity to give them an extra boost and put them in front of an even larger audience. Besides, creating videos can be strenuous, so using budget to maximize their performance will increase the return of your efforts.

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Want to know if your videos need advertising money to give them an extra lift? Find out now!

Even though it might seem like Facebook is crammed with native videos, broadcasting creative content will certainly help you stand out. Below we list out the possible use cases for the format to inspire your future Facebook native videos:

  • Stories - turn your written content, such as blogs or case studies, into videos to start telling stories in a more captivating way
  • Quick tips - advise your audiences on how to best use your product, give feedback, or get to your store in a concise way
  • Customer reviews - compile an overview of customer reviews and address all of their questions and concerns to improve your brand image
  • Timelapse - make time-consuming processes (e.g. putting together your products) look fun and quick by presenting them in a timelapse video
  • Unboxing - stir up curiosity and excitement of opening a present by offering your audience a product unboxing video

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Benchmark your Facebook native videos against the market to get a better understanding of your performance in terms of video views, time watched, paid views, and more!

Connecting to Audiences in Real-time with Facebook Live Video

Ever since its launch in August 2015, Live video has been taking Facebook by storm - especially in the case of media companies. Media pages are actively leveraging the possibility of connecting with their communities in real-time, with the average Live video adoption rate reaching as much as 46%.

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Brands, on the other hand, are lagging behind. Only 11% of brand Facebook pages on average are making use of the Live format. Why? Producing a Live video is still a challenge for many marketers who don't know what type of content to broadcast. Here are some ideas for how you can tap into the Live video format:

  • Branded events - streaming your events is not only a perfect fit for the live format, but it also allows you to effectively promote your company.
  • Influencers and celebrities - featuring social celebs in your videos allows your community to interact with them in real-time, which can generate high engagement and publicity. 
  • Tutorials - demonstrating how to use your products and answering your viewers' incoming questions can help you strengthen customer relationships.
  • Behind-the-scenes - giving your audiences a sneak-peek at how things work in your office is a great way to showcase an authentic side of your business. 
  • Contests - hosting Facebook Live contests can encourage your audience to actively participate and interact before the live-stream ends.
Great content will surely make your live videos resonate with your audiences. Here's what you can do to improve your Facebook Live video performance even more:

  • Announce your live-stream in advance - allow your viewers to book some time for watching in their busy schedules
  • Give your audience time to join - it might take a while before your viewers tune in, so use the first couple of minutes of your live-stream for a countdown, general theme introduction, or small talk, to gradually gather your audience
  • Repeat CTA frequently - live-streams are usually information-packed, which is why your audiences might lose sight of the call to action. Repeating CTAs frequently throughout the video will allow you to achieve your video objectives by encouraging your viewers to act
  • Take time to respond to comments - live videos are perfect for communicating with your community in real-time. Responding to the comments while on the air is a great way to start a meaningful discussion, establish credibility, and educate the viewers about your business

Once your live-stream is over, it's time to analyze its performance. In order to do that you should look at metrics such as:

  • The overall number of viewers and interactions received by your video
  • The exact moments when the viewers started tuning in or dropping off
  • The distribution of interactions across the video's timeline.
Measuring these parameters will allow you to pinpoint what worked and what didn't, which can help make your next live video even more effective. You should also benchmark your video results against the competitors to see where you really stand and get more valuable hints on where you need to improve.

Creating Immersive Experiences with Facebook 360

As mentioned in the previous section, Facebook Live video adoption rate was quite low for brands. However, even fewer brands are using Facebook 360. Our data shows that as little as 6% of brand pages publish 360 videos - over 2x less compared to media pages.

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The low number of companies leveraging Facebook 360 videos can actually be a great opportunity for your business. Since your audiences' News Feeds aren't filled with branded 360 videos, publishing one can help you stand out. Here's a couple of examples of how you can use the format:

  • Product ads - letting your audiences play around with the camera angles allows them to see your products in a whole new light 
  • Walk-throughs - an opportunity to join in for an interactive walk around your office will surely grasp your audience's' attention
  • Adventures - taking the viewers along for an exciting business trip or team building activity will make them feel more included in your company's life
  • How-it's-made - inviting the audiences into your headquarters and teaching them about how your products are made will help you earn customer trust

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Struggling to come up with video content ideas? Discover thousands of top-performing Facebook videos in one place and get inspiration for the next time you film one!

Measuring Facebook Videos in the Competitive Context

Producing Facebook videos can be heavy on budget, time, and resources. That's why you need to make sure that every single video you produce delivers the best possible value for your efforts. How do you do that? Measure relevant performance metrics and compare them against the market.

One of the largest benefits of competitive performance benchmarking is the ability to assess how good your results really are. Imagine that the average viewing time of your video content is 10 seconds. Can you tell whether it's good or not? To be able to correctly answer this question, you need to compare your numbers against the market's average and see where you stand.

Putting your video performance in a broader context can also help you pinpoint the aspects of your strategy where you're excelling and the ones where you're falling behind. From there, you can take immediate, data-based steps towards replicating the successful tactics and fixing any possible shortcomings.

The result? A well-optimized, effective Facebook video strategy that's both a proof of your success and a great argument supporting budget requirements for any future video productions.

Sound good? Benchmark your Facebook videos against the industry, region, and country now and reap all the benefits of competitive video analysis!

The Takeaway

Regardless of their size, industry or region, brands across the world must prepare for one of the biggest trends in Facebook marketing: the explosive growth of video.

To make the most of this shift, marketers need to develop comprehensive video-centric Facebook strategies. On a basic level, this means creating great content tailored to the audiences and closely monitoring its performance. But savvy companies should go a step further and put their video results in the competitive context to understand and improve their market standing.

If you haven't already, seize the window of opportunity and start building your Facebook video strategy now. This way, you'll be able to effectively reach and engage communities before the competition and capitalize on all the benefits Facebook video has to offer.


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