This post was originally published in 2015 and has been updated with the latestFacebook video tips and information.
Over 8 billion videos or 100 million hours of videos are watched on Facebook every day.
These stats were reported early last year so imagine how much larger the numbers are today as Facebook continued to grow and double down on videos.
Now seems to be the perfect time to take a closer look at Facebook video and how to use videos to engage more fans on the platform.
With Facebook video being the top priority of marketers in 2017, we’d love to help you get ahead ofthis rising trend. In this post, you’ll learn 17 actionable tipsto increase the views, engagement, shares of your Facebook videos.
17 Top Facebook Video Tips forMore Views, Shares, and Engagement
With Facebook constantly evolving and introducing new features, your video marketing strategy has to evolve, too. Check out the below video and latesttips to help you create videos that captivate your audience:
- Create square videos
- Catch people’s attention within the first 3 seconds
- Add captions to your videos
- Suggest viewers tap for sound
- Focus on one key point
- Upload your videos natively (via Buffer!)
- Craft a descriptive title
- Create a Facebook-specific copy
- Give a preview of the video in your copy
- Add a call-to-action
- Tag other pages
- Choose preferred audience for your videos
- Use insights tounderstand video performance
- Go live
- Feature a video on your Page
- Boost with Facebook ads
- Embed Facebook videos on blog posts
Let’s take a look at each tip in detail.
1. Create square videos
Earlier this year, we spent $1,500 to find out what makes videos successful on social media.
Here’re a couple possible reasons:
- More than 92% of Facebook users use Facebook on their mobile every day.
- Video consumption on mobile has increased 233% since 2013, andmore than half of video views take place on mobile.
- Square videos take up 78% more real estate in the News Feedon mobile than on desktop.
With more and more people viewing videos on mobile, it’ll be great to experiment with square videos to see if they improve your video performance. You might even want to consider creating vertical videos since Facebook is now showing larger previews for vertical videos in News Feed on mobile.
2. Catch people’s attention within the first 3 seconds
Facebook videos auto-playin order to captivate users’ attention and convince them to watch more.
As such, your Facebook video should have a powerful first few seconds that captivate your audience even without sound.
- Great thumbnails BuzzFeed uploads custom thumbnails that do a great job at capturing people’s attention while they scroll through their feed.
- Tease the video with a short post update:Sometimes it’s the title of the video itself (if that is compelling enough). Other times they tease what the video is about.
- Immediate start:BuzzFeed doesn’t waste time in capturing people’s attention. In general, the first frame is already geared towards piquingsomeone’s interest.
Here’s a recent example which has garnered more than 8.7 million views at the time of writing:
How to uploading a custom thumbnail
When you upload a video, you can select a thumbnail or adda custom thumbnail for your video.
If youdidn’t upload a custom thumbnail for your existing Facebook videos, you can select Edit Post from the menu and a similar pop-up will appear.
3. Add captions to your videos
Even though Facebook now auto-plays videos on the mobile News Feed with sound, it’s unclear how many people watch videos with the sound on. Facebook users can disable the auto-play-with-sound feature, and videos will auto-play without sound if the mobile phone is on silent mode.
My hunch is that most Facebook users still watch videos without sound.
If a viewer can’t understand your video withoutthe sound, you would likely lose that viewer and the opportunity to convey your message to her.
To prevent that, you can add captions to your videos through Facebook. When you are uploading your video onto Facebook, there’s an option to upload a SRT file of your captions.You can also add captions to existing Facebook videos by editing the video.
(It seems that Facebook has been rolling out an auto-captioning feature so you might not have to do this manually soon.)
Alternatively, you can add text overlay to your videos using a video editing tool like Animoto. Colorful and to-the-point text overlays can make the video more appealing and engaging.
Here’s a great example by HubSpot:
4. Suggest viewerstap for sound
Another neat way to work around the silent auto-played Facebook videos is to suggest viewers tap for sound with a pop-up.
Pop-ups can sometimes be annoying so it has to be designed and timed appropriately to create a non-disruptive effect. 20th Century Fox (which I learned this tip from) showed a great example with their Kingsman trailer video:
The style of the pop-up is in line with the Kingsman theme (and similar to the style of the captions). It’s also well-timed as it doesn’t prevent you from seeing any crucial bits of the video (and it doesn’t take up too much space on the screen).
5.Focus on one key point
If you want to make a shareable video, focus on one easy-to-understand point.
This is a tip frompopular YouTube creators, RhettMclaughlin and Link Neal, in a video on creating shareable videos.
Can we summarize what this video is all about in one sentence that is easily understood and also compelling in a way that people will want to share?
The point is if you can’t summarize it in one sentence, then it’s going to take someone longer to explain it when they’re trying to share it.
If your video is easy to understand, viewers would be more likely to share itas it is easy for them to explain what’s great about the video when sharing it.
Rhett and Link try to think from their audience’s point-of-view on why they might share a video even before writing a script for the video. Why might your audience share your videos?
According toJonathan Perelman, former GM of Video & VP of Agency Strategy at BuzzFeed, there are five main reasons why people share videos:
- To be social
- To express how they are feeling about a particular topic
- To show off, or humble-brag
- To prove they were the first ones to find something
- To make friends and colleagues laugh
Do your videos help your audience achieve any of these?
6. Upload your videos natively (via Buffer!)
Videos uploaded onto Facebook natively perform way better than links to YouTube or similar video platforms.
(Natively refers tovideos that have been uploaded to a network directly and played straight in a feed, versus those that are uploaded elsewhere and shared as links, e.g. YouTube videos.)
Quintlyanalyzedover 6 million Facebook posts in the period of July to December 2016 and found the following:
The interaction rate for Facebook native videos were on average 109.67% higher than for YouTube videos.
Facebook native videos had on average a 477.76% higher share rate compared to Youtube videos.
With Buffer, you can upload videos directly to your queueand post them natively on Facebook while still being able to take advantage of your optimal Buffer schedule.
7.Craft a descriptive title
Facebook recommends choosing a descriptive title that will make the video easily searchable.
With Facebook seeing more than two billion searches every day, it’ll be worth to optimize your videos for search.
You can add the title when you upload your video onto Facebook.
8. Create a Facebook-specific copy
If you have a presence on multiple social media platforms, you might sometimes want to share a video to several platforms. A best practice is to tailor your copy for each social media platform as what works best on each platform differs.
Here’re two key characteristics of Facebook and how you can make good use of them
High character limit for posts: You can type up to63,206 characters for a Facebook post (though Facebook will truncate your post at about 400 characters). This gives you the flexibility to experiment with both long and short copy. We noticed that short copy is better for driving clicks while long copy is better for generating engagement.
High character limit for comments: It seems that you can type up for 8,000 characters for a Facebook comment. This makes it great for inviting your audience to share longer-form thoughts about your video.
For example, Airbnb encouraged its audience to share their favorite vacation mom story on their Mother’s Day video. As the character limit for comments is high, Airbnb’s audience could share much more about their stories than, say, on Twitter.
- Experiment with post length
- Ask a question
- Use a list
- Add a quote from your content
- Include an emoji or two <img src="http://s.w.org/images/core/emoji/2.2.1/72×72/1f609.png" alt="