Let’s face it, we’re all guilty of scrolling through Facebook aimlessly. With a flood of nonstop information, rants, videos, memes and more, it can be quite overwhelming. But every once in a while there’s something that catches your eye and stops your fingers from the urge to scroll past. It could be a cake decorating video from Tasty or a cute adoption story from The Dodo… or maybe those are just the ones I seem to stop on. I like cake and dogs. Sorry not sorry. Whatever it is, the videos with the most views have a few things in common. If your company is testing the social media waters, try posting a video to Facebook that incorporates a few of the following tips.
5) Keep it short & cut it down
I don’t know about you guys, but nothing grinds my gears more than watching a cute, heart-warming video that pauses for a 30 second ad right before the resolution. I. Can’t. Stand. It. I always end up scrolling past and saying “screw it.” I know this is how a lot of companies make money through posting to Facebook, but sometimes it hurts more than helps. The advantage of being a start-up or smaller company is the fact that you can skip that step in the beginning and aim for shorter content. Anything under a minute is ideal here, peeps. It will help grow your audience. Plus, the drop-off rates for video viewings will decrease. If people stay to watch the whole she-bang, that’s a really good thang. Maaaaybe once you gain a larger following, then you can post the longform piece and the ads will come into play.
4) Add burnt-in captions or graphics
Think about all the times you get distracted by your phone and open up your Facebook app. Are you at work? Laying in bed? Eating out alone? Well, just like you, your viewers are doing the same thing. That means that about 99.999% of us aren’t watching Facebook videos with the sound on. The solution is simple. Create a graphics package that summarizes the most important points of your video and scrap the vocal track. Your audience most likely wants short bursts of information that are easy to understand and tell a complete story. If you include a necessary soundbite, make sure that the captions pop up on screen as well. Which leads me to my next tip…
3) Find one compelling sound bite
You need some emotions to your story, and the perfect way to include them is to find a sound bite that fits the piece. It’s super easy to do so if you already have a transcript downloaded from a full-length piece. Grab whatever is the most compelling portion of the piece and throw it into your social cut. The formula would look something like “2 parts text to 1 parts soundbite.” Most successful Facebook videos follow this formula, then wrap it up with a few lines of text at the end.
2) Ask your followers to like and share!
Remember how I just said to wrap up the video with a few lines of text at the end? Like, literally one sentence ago? Cool. Just checking. Well, you can include a call-to-action for viewers at the end of your video, too! If you want viewers to get involved, ask them a question they can answer in the comments on the post. Most importantly, make sure you include a tag at the end of your video for viewers to “like” and “share” the post. Hey, it doesn’t hurt to ask.
1) Toss to the full-length piece
You can post a link to the full-length piece in the caption for the post, or add in a line of text at the end of the video. If you are still a smaller company, I would suggest keeping the link in the video status so people can click away! But— if you’ve got a large following already, you can throw in the handle to your YouTube account at the end of the piece. This way, you are driving your audience to other platforms like YouTube and your company’s website. If people were into a short snippet of great content, they just might take the time out of their day to view the longform version.