When it comes to popularity, one kind of Facebook video stands head and shoulders above the rest. This media champ is the native video, which usually takes the form of an update to a brand’s existing feed or to a designated page.
Generally, native videos offer something of irresistible value, such as enlightenment about a topic of interest, or inspiration flowing from same. The latest summer fashion tips, mouth-watering exotic recipes, and riveting news items are among the typical offerings. Whatever whets user appetites has a place in the Facebook native video lineup.
Clearly, Facebook native videos rank supreme among important social media posts. Digital marketers, therefore, should go the distance to optimize the heck out of ‘em.
A good starting point is, oddly enough, not the video itself. That comes later. No, the initial focus should be on the video thumbnail. This preview should spell out, in no uncertain terms, the exact nature and tone of the production, all in one neat little space. Clarity is gold. Vagueness, on the other hand, is effective user repellent. This stems from human nature. People must believe that any invested time will pay dividends, even if a prospective video runs a scant one minute. If the value is not apparent, few will be encouraged.
For the video itself, frequency is a critical consideration. The more often brand videos are plastered on a page, the more familiar their subject becomes to viewers. But that’s not the only plus. Equally important is the expectation value derived from frequent postings. Seen often enough, native videos generate abundant audience expectation. Users in effect will anticipate the postings and tune in at appropriate intervals. In many cases, engagement levels will soar.
Social media marketers also give content its due. Skimping and cutting corners on this is strictly forbidden. Facebook rewards originality in all its forms. On the other hand, it will shave points from videos with a ‘seen this before’ drabness.
Finally, video marketers should remember that on Facebook, native video means exactly what it says – video. Photo collages get you minimum notice, no matter how fascinating. For maximum promotion, be sure to keep it moving.
If you have questions or comments about posting native videos on Facebook, or any other brand-related topic, feel free to send them our way. You can connect with the Young Company team at 949-376-8404 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.