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How To Create High Performing Videos On Facebook

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How To Create High Performing Videos On Facebook

Studies show that over 2 billion people use Facebook every month to connect with family, friends, and also to discover new things that matter to them.

However, only 5% of brands have dedicated teams to create video content even if 54% of Facebook users prefer to see videos from brands or businesses that they like.

Dedicate resources for video content

Based on these insights, it seems to be the right timing to invest your efforts and budget to create more video content for Facebook.

Today, I'm going to share with you ten tips on how to create more engaging Facebook videos, and how to increase the views, engagement, shares of your Facebook videos.

Let's dive in ⇣

Learn how to increase the views, engagement, shares of your Facebook videos


10 tips to create engaging Facebook videos


1. Invest more in live videos
2. Create vertical videos
3. Limit the length of your video
4. Grab the viewers’ attention in the first 5 seconds
5. Caption your content
6. Create videos with your employees and tag them
7. Use different types of videos
8. Embed Facebook videos in your blog articles
9. Invest in paid advertising
10. Check your metrics regularly



1. Invest more in live videos


Our recent study on Facebook video revealed that only 11% of brands use live videos on Facebook.

This clearly shows that the live videos feature is not yet saturated.

Multiple studies have shown that live videos have a huge impact on user engagement. Facebook users spend at least three times as much time watching live videos than watching pre-recorded videos.

Engagement for live streaming compared with pre-recorded videos

If you want to take your brand to another level, then it is time to go live. Live videos will help your audience to know your brand better because they are interacting with you one on one.

Live videos are engaging in nature. It is also easy to convince customers to take action if you communicate with them one on one.

Many customers tend to trust brands that have a human touch. Currently, Facebook is the second largest video sharing site in the world.

If you take advantage of this feature then you will reach out to more audience.

Statistics also show that users watch videos on Facebook for a longer time than YouTube. This may come as a surprise but it is true. Users are spending more time watching live videos on Facebook than any other video site in the world.

It is, therefore, the perfect feature to use to boost brand awareness.


2. Create vertical videos


The use of vertical videos on Facebook is on the rise and there is a good reason for that. Videos taken in vertical format perform better compared to those taken in other formats such as square or landscape.

There was a time where people who posted vertical videos were seen as amateurs. However, things have long changed. Most people who use their smartphones to watch Facebook videos prefer to watch them in vertical format.

Here is a handy guide by Facebook on best practices for aspect ratios

Research by Mobile Overview Report in December 2018 revealed that smartphones users use their phones vertically 94% of the time.

Another study conducted by KPCB Research in 2016 revealed that most people in the US spend 29% of their time using vertically held devices.

Since most people are using vertically held devices to watch videos, it is prudent to create vertical videos that they are used to. Viewers can also engage with your videos easily if they are held vertically.

Vertical, Landscape or Square? Which Video Format Is Best?

What is the ideal video format? Landscape, vertical (portrait), square? And, for vertical video, which aspect ratio (9:16, 4:5, 2:3) should you choose? Let's demystify! Here is a handy guide by Facebook on Best Practices for Aspect Ratios: https://www.facebook.com/business/help/103816146375741 And the great study of over 9M videos by Socialinsider: https://www.socialinsider.io/blog/facebook-video-study Definitely get an account at www.wave.video to create all the various formats - easy peasy!

Gepostet von Mari Smith am Freitag, 31. Mai 2019

3. Limit the length of your video up to 5 minutes


Recently, Facebook updated its algorithm for videos formats. Unlike the past where marketers had the freedom to post videos of any length, now Facebook demand that you post videos of between 2 and 5 minutes in length.  

Currently, Facebook considers three factors when determining the distribution of videos:

  • loyalty and intent
  • originality
  • viewing duration.  

Videos that follow these new guidelines will perform better in Facebook video ranking. Therefore, if you want your videos to rank better, ensure that they are original, concise and relevant.


4. Grab the viewers’ attention within the first 5 seconds


The first impression is very important in marketing. The first 5 seconds of your video will determine if the viewer will continue watching it or will click back to watch the next video.

If you want to capture the viewers’ attention, then you need to create a clear and concise introduction.

According to a study by Microsoft, the average human being now has an attention span of eight seconds. This is because users have so much at their disposal and hence don’t have time to waste on a video that does not address their specific concerns.

Therefore, when creating your videos, ensure that they are interesting to grab the viewers’ attention in the first 5 seconds.

Here's how Hubspot succeed at creating an engaging video content on Facebook:

  • create a catchy thumbnail - use a mix of people with text
  • wrote a short description  - no more than 300 characters
  • video should start immediately
Why Marketers Can't Have Nice Things

Alright marketers, let's not f**k it up.

Gepostet von HubSpot am Montag, 29. Januar 2018

4. Caption your content


Do you know that 85% of Facebook videos are watched without sound?

Over 8 billion videos are watched on Facebook each day. However, the vast majority of these videos are watched in silence.

Captions will make your videos more accessible. They also create viewing flexibility, a factor that is very important to most users. A well-crafted caption with a clear message will create a significant change in your Facebook videos.

Facebook has built a video ecosystem, a feature that allows viewers to watch videos in silence. The best way to make people consume your video content is by including captions that narrates what is being shown on the screen.

Facebook's video ecosystem to write captions


6. Create videos with your employees and tag them


People like associating themselves with transparent businesses.

One of the best ways to demonstrate to your target audience that you are indeed a transparent brand is by creating videos with your employees and tagging them.

Tags identify people with their name and links to their Facebook page. It is a great way to show users that your company has nothing to hide.

Take a look at @Intercom's Facebook page. They're featuring Intercom's employee to highlight the product features and announce their webinars and podcasts.

Scale, Episode 2 - Jay Simons, President of Atlassian

Want to see how Atlassian became a $20 billion dollar company with no sales team? We sat down with the President of Atlassian, Jay Simons, for a behind the scenes look. https://inter.com/2Fjl3s5

Gepostet von Intercom am Mittwoch, 19. Juni 2019

7. Use different types of videos


Don’t be predictable with the type of videos that you post. If you become overly predictable, then users will get bored with your videos with time.

Instead of posting only one type of videos, use a different mix of videos:

  • user-generated videos
  • informational videos
  • tutorial videos
  • behind the scenes videos
  • user-generated videos.

So, if you go live today, post behind the scene video tomorrow to highlight your day to day operations. This will create excitement to your audience, a factor that will make them watch your videos more. Some viewers will be attracted to live videos while others will be attracted to user-generated videos.

So, posting different videos will ensure that none of your audience is left behind. Every viewer will have something to watch.

Let's take a look at Honda's Facebook page. They mix their product videos with tutorials or behind the scenes videos from events.

We’re live from CES 2018, checking out our latest robot innovations. Join us to see our new companion bot, autonomous off-road workhorse vehicle concept and more.

Gepostet von Honda am Dienstag, 9. Januar 2018

8. Embed Facebook videos in blog posts


Whenever you post something on your Facebook page, it is wise to embed relevant videos in your blog posts. Some users don’t like to read the content.

If you embed videos to your posts, you will grab the attention of those who don’t like reading. Statistics show that users are more likely to read posts that have videos than those that don’t. So always embed videos to your post to increase user engagement.


9. Invest in paid advertising


A recent study from Databox shows that 68.7% of Facebook ads are videos.

Databox's study

Currently, Facebook is the top advertising channel online. Facebook ads account for 51% of total money spent on advertising in the US. This clearly shows that the majority of businesses trust Facebook ads.

Paid advertising is highly effective and gives results almost immediately. Paid advertising also enables you to reach out to your ideal audience. They are highly customizable, a factor that enables you to reach out to your target audience.


10. Check your metrics regularly


Checking Facebook metrics will help you know how your videos are performing.

Here are the most important video metrics you should follow:

  • post engagement
  • video average watch time  
  • 10 seconds views.

If any of these metrics are not performing well, then you should make necessary changes to your videos to boost user engagement.

You can access the video posts insights directly from your Facebook page. Alternatively, you can use a tool like Socialinsider to get more data for your profile compared with the ones of your top competitors.

Here's how to access Facebook video insights for the pages you manage


Final thought


Have you been using Facebook videos to promote your business? Do you have any additional tips on Facebook video strategy you'd like to share with us?

Share them with me in the comments!


Related articles:

Adina Jipa

Adina Jipa

co-founder @ Socialinsider

Making successful mistakes as a co-founder @socialinsider. I love writing about social media strategies, psychology & consumer behavior.

How To Create High Performing Videos On Facebook
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