The Ultimate Guide to Facebook Video Marketing

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In fall of 2014, Facebook leadership took a good long look at YouTube and Snapchat and Instagram and pivoted–partly–to video. “In five years, most of Facebook will be video, ” Mark Zuckerberg announced. Today, that hope is nearly reality.

Half a billion people watch video on Facebook every day. Facebook is one of the most popular ends for video on the internet, second only to YouTube. It has launched video peculiarities like Facebook Stories, Facebook Live, and Facebook Live 360 — and located buttons to access them readily throughout its countless apps.

Just because hundreds of millions of people are present and watching video doesn’t undoubtedly mean you can reach them all–or that your gathering is present. But if anyone can find out whether they’re there and watching, it’s Facebook. The company invented the social graph technology that most social media sites now use to identify precisely the people who are interested in your videos wherever “they il be”, and encourages them to press play.

Consumer or B2B, enterprise or SMB, there’s a Facebook video commerce strategy for every type of business.

Contents1.What Are the Benefits of Facebook Video ?2. What Types of Facebook Video Can I Share ?3. Linked Facebook Videos4. Native Facebook Videos( a.k.a. In-Feed Videos )4. 1Facebook Video Specs4. 2Best Practices for Native Facebook Videos4. 3How to Share a Video on Facebook( Natively )4. 4Metrics that Matter for Facebook Video5. Facebook Stories Videos5. 1Best Practices for Facebook Stories Video5. 2How to Upload Facebook Stories for Business5. 3How to Share Video via Facebook Stories5. 4Metrics That Matter on Facebook Stories6. Facebook Live Video6. 1Best Practices for Facebook Live Video6. 2How to Do a Live Video on Facebook6. 3How to Record a Facebook Live Video6. 4Metrics That Matter for Facebook Live Video7. Facebook Video Ads7. 1Facebook Video Ads Specs7. 2Best Practices for Facebook Video Ads7. 3How to Create a Facebook Video Ad7. 4Metrics That Matter for Facebook Video Ad8. Facebook Cover Videos8. 1Facebook Cover Video Specs8. 2Best Practices for Facebook Cover Videos8. 3How to Add a Cover Video on Facebook9. Getting Started with Facebook Video What Are the Benefits of Facebook Video?

Facebook’s algorithm charities video. And because it affections video, it promotes video posts further than non-video posts. That’s a big advantage given that business’ native reach on Facebook has resulted in a reduction for years.

The platform has tried to reinvigorate plateauing user growth by showing beings more content from friends and family and fewer from businesses, but video affixes are the beaming exception.

Facebook boastings 7 billion video involvements per fourth, reports Newswhip. Videos earn an alleged 1.5 x more involvement than photos and 6.4 x more involvement than simply a relation. Buffer positions the video date advantage at 135%.

The consensus is that videos give more eyeballs.

What Forms of Facebook Video Can I Share?

Using video on Facebook presents video marketers with a dilemma.

On the one pas, uploading your videos directly to Facebook from your desktop or smartphone confers added benefits. Natively uploaded or recorded videos will auto-play in viewers’ feeds and may earn greater contact thanks to a bias in Facebook’s algorithm. But the analytics are quite poor and don’t integrate with your other marketing tools.

On the other hand, if you announce a link to a video, are able to obtain real analytics that are actually helpful for marketing. For instance, with a Vidyard link, you can track induces that watched, how much they watched, and tally them accordingly.

As the adage croaks, if you can’t measure it, you can’t manage it. The tradeoff of being able to capture induces and move them through a buyer journey often outweighs a little extra reach. In the end, this depends on your goals.

There are six types of video you are eligible to share on Facebook 😛 TAGEND

Linked Facebook Video Native Facebook Video Facebook Stories Video Facebook Live Video Facebook Video Ads Facebook Cover Videos

Read on for a penetrating dive into each different type.

Connect Facebook Videos

Linking is the original behavior to share video on Facebook, the method people expended before they had the option to upload a document natively.

It’s still one of the quickest and easiest ways to share video on Facebook. Linked video means that sees must click to watch a video hosted abroad. You can share links to Vidyard, YouTube, and other videos on Facebook.( Though you likewise have the option to push Vidyard videos natively to Facebook .)

Native Facebook Videos( a.k.a. In-Feed Videos)

Four out of five videos on Facebook are what’s known as native video, or videos announced as updated information to your feed or your brand’s page. According to Newswhip, 98% of the top-performing videos in 2018 were native.

The best native Facebook videos are those that instruct and invigorate. The top 10 most deemed business sheets that use video are all media firms, many of them in the news, menu, or way manufactures. For speciman, Impressive Things, Best Recipe Box, The Magical Slow Cooker, PBS News Hour, and CollegeHumor.

Draw lessons from the Pros

Software startup Brandfolder shares customer stories on their Facebook page.

Facebook Video Specs

Recommended videos are 720 pixels wide with a resolution of 3 Mbps and 30 fps. If that chimes complicated, it isn’t: That’s the standard size of a webcam or smartphone, and Facebook is fairly forgiving. But if your videos do fall short, they can end up appearing misty or pixelated.

Facebook videos can be as short-lived as a few seconds or as long as 240 instants. The top-performing videos are an average of 132 seconds long, according to Newswhip.

cover graphic for Social Video Specs Guide

Get the Social Media Video Specs Guide

cover graphic for Social Video Specs Guide Every different social pulpit has its own requirements for videos. Every single one is in this guide.

Get the Specs

Best Practice for Native Facebook Videos

Use Actual Video: Facebook’s help center recommends affixing actual videos , not videos that are really merely montages of photos. Montages receive less promotion.

Be Abundantly Clear: Users is going through their feed soon. The clearer the claim and the thumbnail are about what the video predicts, the more likely it is to be sounded and the most likely onlookers continues its efforts watching. Similarly, add accurate video labels so your videos are shown to the right people.

Post Long Videos: Most videos are under two minutes, but it’s a illusion that longer videos don’t work well, says Facebook. If it’s interesting to your gathering, it’s interesting to Facebook’s algorithm. Some media locates berth part shows.

Post Frequently: Top-performing Facebook marketers affix videos routinely. This affords them more opportunities to learn, but it also studies their audience to expect it.

Post Original Content: Facebook’s algorithm will punish the ranking of videos it deems “unoriginal or repurposed content from other sources.” Facebook likewise penalizes announces that include “bait, ” which is when you ask witness to taking any decision that play the system like requesting users to “Share now.”

Prepare for Mobile: 96% of users primarily access Facebook on portable where they’re often in public and don’t have headphones and so don’t have the hubbub on.( The din is off on Facebook videos by default .)

Use captions in addition to sound: If you enable captions on a Facebook video( an option in the determines ), Facebook will transcribe them automatically, though you should double check the accuracy. If sound is necessary, included a “Turn on Sound” sticker to your video to prompt sees. Acquire the screen is small: Mobile useds are moving fast on a small screen. Use close-in shootings with readily legible textbook, radiant shades, and human faces to catch tending. Rob your audience in the first three seconds: This one’s directly from Facebook’s business page: Use conspicuous branding and front-load your message into the firstly few seconds.

How to Share a Video on Facebook( Natively)

From the Facebook desktop site, sound the What’s on your memory? dialog box which opens a popup Click the menu icon Click Photo/ Video You’ll be prompted to upload a video Follow the steps to add information about your video

Draw lessons from the Pros

ABM software platform Demandbase posts interviews with experts like Matt Heinz on their Facebook page.

Metrics that Matter for Facebook Video

The immense downside to Facebook’s video metrics is that they only track onlookers in aggregate. You can see the total panoramas, total booking, and total examine age, but you can’t check who those onlookers were, what industries they’re in, or connect any of it back to your market or sales pour. For better analytics( and integrations to your sell organizations ), consider a video scaffold like Vidyard.

Facebook native video allows you to track 😛 TAGEND

Total reach Average date Post clicks Likes, comments, and shares Audience retention Video contemplates 30-second considers

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Facebook Stories Videos

Facebook’s big fulcrum to video was partly inspired by the meteoric success of Snapchat, an app that peculiarities disappearing video legends. Instagram( owned by Facebook) promptly replica the aspect, and now Facebook has incorporated it into the overall scaffold as Facebook Stories.

A Facebook story is a series of up to 12 “stories, ” or bits of content strung together in a montage that auto-plays when onlookers open it. Each story can be either a photo or a video up to 15 -seconds long.( Somewhat confusingly, the whole collection of storeys is also known as a legend .)

Unlike Native videos, which remain on your Brand Page timeline in perpetuity, Facebook Stories disappear after 24 hours. And, unlike other video characters where users can like, remark, and share, Stories are intended to be more personal–people can only respond through Facebook Messenger.( Messenger is a separate app on mobile, but on the desktop, it’s embedded as the default messaging feature .)

There are two types of video you can share in Stories: Normal video, which you record with your smartphone camera, or Boomerangs, which are short videos that play backward then forward in a loop.

Learn From the Pros

As part of their Can You Make It? campaign, Red Bull extended Facebook Stories ads. The expedition challenged students from more than 60 countries to travel across Europe to Amsterdam in seven days using only cans of Red Bull as currency.

Best Practice for Facebook Stories Video

While you can upload existing videos to your narrations, tales are captivated from Facebook’s mobile app and the expectation from onlookers is that you aren’t repurposing material extremely heavily. It’s supposed to be a snapshot of something “thats happened” recently.

Use Facebook Stories to boast employees and culture, prove an unpolished look inside the business, piece concoctions, and facet news. Now, unpolished is in relation to the aesthetic: The objective is to show what’s real.

How to Upload Facebook Stories for Business

You record Facebook Stories from Facebook’s mobile app. Once recorded, they’re broadcast to your followers’ feeds. Once you’ve published a narration, a blue-blooded reverberate will appear around your profile icon, indicating that you have a brand-new storey. After 24 hours, the narration disappears.

Because Instagram Stories and Facebook narrations are the same thing, you can link your Instagram Business profile to your Facebook Brand Page so that when you create a story for one, it automatically announces to the other.

How to Share Video via Facebook Stories

Go to your label sheet on the Facebook portable app Tap Create a Story To cinema a new video, sound the video icon To upload an existing video, sound the photos icon in the lower right To include textbook, sound the Aa icon in the upper freedom. You can drag and revolve the verse with your fingers( optional) To contribute accomplishes, animations, and stickers, tap the twig icon( optional) To save your story, sound Save To publicize, sound the Your narrative icon Hand-picked whether you’d like to share your Story in the Facebook news feed in addition to your Page’s story

Metrics That Matter on Facebook Stories

Facebook Stories metrics are even more limited than native video metrics, and aren’t enabled by default. To turn them on, go to Facebook’s desktop site. Click “Settings, ” then “Stories, ” then “Insights, ” and finally “Turn on.” Once enabled, you’ll be able to view the following metrics, which stand noticeable for 14 daytimes 😛 TAGEND

Unique tale viewpoints Exits: The number of users who departed the narrative Forward taps: The number of users who skipped to the next fib within your fib Backward sounds: The number of users who revisited a fib within your legend Skip swipes: The number of users who hop-skip the part storey

Facebook Live Video

Like the call implies, Facebook Live video launches a live stream video feed and notifies your admirers and friends that it’s running.

Live videos are energizing and increasingly popular–they account for one fifth of all videos published on the platform–but they have a time and a region. They are fundamentally a disruption. Why would someone lowering what they’re doing to watch live? Commonly, because there’s some predict of exclusivity or privileged information, like an announcement.

Use live videos to launch makes, yield seminars, interrogation marriages and customers, and compose conversations.

Best Rules for Facebook Live Video

At the time of writing, a Facebook Live video icon is one of the most powerful calls to action on the stage. Rather than hope witness scroll past your video in the Facebook feed, followers get an in-app alert as well as a pushing notification.

So long as your live series continues, partisans will continue to get advised, so it’s best to keep live series departing and stimulate them interactive. Viewers can mention and hosts can answer questions, run referendums, and set up quizzes.

Unlike on YouTube, where live videos disappear unless intentionally saved, Facebook saves your live videos, which you can repurpose.

Download and revise them to add an introduction, cut out slow personas, turn on captions( Facebook will add these automatically, though remember to proofread them ), and repost the new account as a native video. You can also repurpose soundbites or repurpose the audio component as a podcast.

While sees prize live videos for their faithfulnes, it doesn’t hurt to adhere to classic production value gratuities like facing natural light-colored, exerting a microphone, and wearing solid colors.

How to Do a Live Video on Facebook

When you go live, adherents and friends will automatically get an in-app notification that you’re live as well as a move notification( unless they’ve incapacitated them ). As more people log into Facebook, they’ll be alerted. As long as the live video is going, parties will continue to be notified.

Promote your live video ahead of time both on Facebook and through other canals to ensure an audience.

Learn From the Pros

The Midwest Digital Marketing Conference has a Facebook live video series where they chat with notable marketers.

How to Record a Facebook Live Video

From your desktop Facebook feed, clink the What’s on your imagination? button to open the post dialog box Click Go Live Enable your microphone and camera Describe your live event Compute a entitlement Sound Go Live

Metrics That Matter for Facebook Live Video

Facebook Live metrics are somewhat more robust than those for native videos or legends. After your live video is complete, you’ll be able to view 😛 TAGEND

Peak live sees: The total number of concurrent witness. Total minutes considered Total peculiar observers Total opinions Total 10 -second attitudes Average percentage completion

Facebook Video Ads

Facebook’s Ad Manager allows you to run video ads just as you would any other ad. There are three Facebook video ads formats make their own choices 😛 TAGEND

Carousel: Classic video ads which appear in a carousel( a side-to-side slider) within users’ Facebook feeds. Useds can click to watch a video or scroll to the next one. Sponsor Posts: Pay to distribute one of your existing video posts which will appear in users’ feeds with the designation “Promoted.” Sponsored Stories: Pay to distribute one of your existing Stories which will appear in users’ feeds with the designation “Promoted.”

Pro Tip: Avoid paying for sponsored affixes. They’re designed to be easy, but don’t allow you to target your ads with the same precision as ordinary video ads unless you’ve already created and saved an audience.

Draw lessons from the Pros

Website building tool Squarespace rolled a series of surreal, attention-grabbing ads with Keanu Reeves as a talking head.

Facebook Video Ads Specs

Widescreen format: 16:9 or 9:16 Maximum 4GB Maximum length 240 times Resolution: Highest possible Videos over 4:5 will be masked to 4:5

cover graphic for Social Video Specs Guide

Get the Social Media Video Specs Guide

cover graphic for Social Video Specs Guide Every different social stage has its own requirements for videos. Every single one is in this guide.

Get the Specs

Best Rehearsal for Facebook Video Ad

When it comes to patronized video positions and patronized Stories, merely put your ad dollars behind poles that were successful on their own.

If parties generally didn’t engage with the berth the first time, they’re unlikely to do it for a second. If they generally did engage, nonetheless, it conveys it’s an interesting piece of content, which is what Facebook misses. If lots of people interact, Facebook may grant the ad a higher 1-10 relevant rating which can make it cheaper to run.

Carousel Ads are a great place to boast impressive likeness. Those could be of commodities, parties, or spots. Front-load the theme with an ultra-clickable thumbnail and clear branding within the first three seconds.

Pick a aim and set up tracking: Facebook’s algorithm races ads differently depending on the goal you designated within Facebook Ad Manager–typically, contact, involvement, or alteration. To optimize transitions, you can set up Facebook’s tracking pixel to track downstream contests like purchases.

Minimize the textbook in your thumbnails: Keep your video thumbnails chiefly text-free. Facebook’s Ad Manager automatically examines epitomes to see if they contain text. If the image is over 20% textbook by volume, that ad will give a lower 1-10 caliber value and be shown less widely.

How to Create a Facebook Video Ad

Go to Facebook Ads Manager Click+ Create Choose an objective Choose targeting Select the format Carousel or Video Upload your video( or images for slideshow) Customize the video When done, clink Publish

Visit Facebook for more detailed instructions.

Learn From the Pros

Mattress company Purple affixes curiosity-inducing video ads where it droops eggs on mattresses to see if they’ll break.

Metrics That Matter for Facebook Video Ad

Facebook Ad Manager contains robust ad analytics suited to a variety of goals including contact, participation, and alterations. You can measure your Facebook Ads based on 😛 TAGEND

2-second ceaseless video contemplates Cost per 2-second video scene 3-second video contemplates Cost per 3-second video notion Total ThruPlays Cost per ThruPlay Total Reach Total amount depleted Video participates Video watches at 25%, 50%, 75%, 95%, and 100% Video average watch hour

Facebook Cover Videos

You can turn the move of your Brand Page into a video that toy mutely on a curve. Facebook cover videos are novel, amusing, and can help capture pilgrims attention–and convince them to stick around to investigate.

Facebook Cover Video Specs

Cover videos are short: Just 20 to 90 seconds. The register limit is 1.75 GB, but given the 90 -second limit, you’re unlikely to hit that. The minimum size is 820 x 462 pixels.

cover graphic for Social Video Specs Guide

Get the Social Media Video Specs Guide

cover graphic for Social Video Specs Guide Every different social platform has its own requirements for videos. Every single one is in this guide.

Get the Specs

Best Rule for Facebook Cover Videos

Don’t let your video distract from the purpose of your page, which is to get spectators to take an action like affix, learn about the business, or watch your videos. Minimize the action in the video and stabilize it if there’s a lot of shaking. Ambient and subtle videos are best.

Adjust the video for a smooth curve. Start and end the video on a natural loop-the-loop, as it’ll loop endlessly. Don’t caused it have a jarring transition.

Keep text away from the edges. The handle sheet will crop your video somewhat, as well as zoom in on the center. If there’s text near the edges, it may get cut off.

Learn From the Pros

National Geographic aspects landscape and wildlife footage in its Facebook cover video.

How to Add a Cover Video on Facebook

From your Facebook page, click Change Cover Click Upload photo Upload your video( alternatively, you can click Select from videos to select from a video you’ve once uploaded to Facebook Click Change Cover again and sounds reposition. Reposition the video Click Save

Getting Started with Facebook Video

Facebook is the number two destination for video on the web and likely, there’s a Facebook video marketing approach that works for your brand.

Experiment with native videos, Facebook Stories, Facebook Live, video ads, and a Carousel video, and appreciate what people react to–and if you have a video platform, see how they lock, alter, and buy.

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