Creating a Video on Facebook to Get More Customers? 7 Things to Watch Out For

February 14, 2018 Caitlin McElwain

There is a reason why so many companies rely on videos to promote their brand and products – because they work. In fact, 51.9% of marketers worldwide believe video delivers the highest ROI, particularly on channels like YouTube and Facebook.

For some time YouTube was the default choice for posting videos, but in the last few years, Facebook has grown into a serious competitor, boasting over 100 million hours of daily video watch time and billions of accompanying user comments. As a result, Facebook has over 2.5 million advertisers and 50 million small businesses, which makes it difficult for companies to stand out. So, if you’re thinking of creating a video for your Facebook business page or running a video ad, consider the following tips for success:

1. Analyze your audience

If you want your videos to drive clicks, shares, likes and comments more efficiently, you have to narrow down your audience first. Facebook’s Audience Insights tool will help you do just that by letting you analyze audiences based on demographics, interests and behaviour. To access it, select Tools in your Facebook Ads menu and click on Audience Insights. After that, choose the audience type you’d like to examine, such as people connected to your page or people from your email list (if you’ve uploaded one), and you should see all the details.

The information includes age, gender, lifestyle, relationship status, education and location. You can also check how often your audience uses Facebook and see its past purchase behaviour. Based on this data, you should be able to understand what appeals to your ideal audience and begin brainstorming video content ideas accordingly.

2. Capture their attention quickly

Once you understand what your customers want to see, you need to make sure they actually watch your video – instead of scrolling past it in their news feeds. Each video starts auto-playing as soon as users come across it, which means that it only has a few seconds to grab their attention before they move on. To stop people from scrolling past your video, make sure the first five seconds clearly appeal to your audience’s needs and feature an eye-catching visual, like a peculiar close-up or a humorous slow-motion sequence. For instance, clothing label Kit and Ace starts off one of its 2015 video ads with a message that promises “technical performance for real life” and quickly follows up with a series of eye-catching close-ups that showcase the company’s products.

3. Be engaging

When designing your video, prioritize driving engagement over making a sale. Facebook users don’t visit the social network to buy something. Instead, they want to connect with their friends and be entertained. As a result, your videos should strive to be either informative, funny or visually impressive. For instance, not too long ago, Strong Hard Apple Ciders ran a video ad featuring a self-deprecating performance by Sir Patrick Stewart, in which he claims to be “upstaged by ice.” Instead of overtly selling a specific product, the video aims to captivate the audience with a familiar face and humour.

4. Keep your videos short

Remember that you don’t need a lot of time to get your point across in a video. In fact, according to Facebook, videos that are less than two minutes long tend to work best. The recommended length for the majority of videos is 30 seconds, but you can make an exception if your content happens to be incredibly engaging. Longer videos can be especially successful if viewed by people who are already familiar with your brand and in love with your content.

5. Don’t exclude anything vital

Even if your video is 30 seconds long, make sure it’s effective. Your video needs to express what your business has to offer, explain why your solution is important in solving specific needs and state how to buy it, while clearly addressing your audience. If your solution has limited availability, then you need to indicate that as well.

6. Track performance metrics

After running your video campaign, you will need to check your analytics to see how well it performed. To do that, access Facebook’s Page Insights and watch out for the following metrics:

  • Average duration of video viewed: The average amount of time users have spent on your video. It’s useful if you’re trying to assess the effectiveness of your introduction. For instance, if people haven’t watched more than three seconds of your video, then you’re probably doing something wrong.
  • Video views: The number of times your video has been viewed. This metric includes unique and total views.

If your video isn’t being viewed longer than three seconds, then you need to figure out the best way to get people to stick around. Once your average duration is closer to 50%, you can start looking for a way to increase the number of views – either through paid advertising or by acquiring more page fans.

7. Run tests

To improve the effectiveness of your video, create two different versions of it for A/B testing. When doing an A/B test, be sure to alter only the element you want tested – such as the effectiveness of the first three seconds – and keep everything else the same. Once you identify the weaker version, stop using it and test the next aspect of the video.

Turn to professionals for help

If you don’t know how to make effective Facebook videos, be sure get in touch with the professionals at Yellow Pages and let them help you create videos that engage, entertain and educate customers on any platform. They will take care of scripting, setup and can even provide professional voice-overs and visual effects. Book a meeting with Yellow Pages today and get started right away.

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