The Key Element of an Effective Facebook Video
Video now becomes an important element in any marketing approach. A social media agency Hong Kong has noted that video covers 82% of all internet traffic. It means that more people are consuming visuals with movement not only for entertainment but also for product research.
Yet, video creation is not a simple process. Brands and businesses need to be creative and skilled to create engaging and eye-catching video content. They also need to add elements that can influence audience conversion.
Video marketing is a predominant storytelling element of Facebook today. Recently, the platform conducted a study on video approaches. The study is in collaboration with:
The result of the study turns out to be the key element of an effective Facebook video.
- Frame for Mobile. As of August 2021, the current world population is 7.9 billion. While the number of global mobile users stood at 7.1 billion. As such, an effective Facebook video should be built for mobile. An online video creative built for mobile should be framed in a 4:5 format on Facebook and a square format on Instagram.
- Get Straight to the Point. Facebook’s users have a short attention lifespan. They are covered up with a lot of noise from the online world. That is why getting straight to the point is a key element of an effective Facebook video. A video marketing agency Hong Kong recommends keeping your videos short and sweet. As much as possible, keep the video between 15 to 90 seconds long. Your video must grab the attention of Facebook users within the first 5 seconds. You can do this by creating catchy and powerful headlines. Hook your viewers by getting straight to the point. Make your introduction clear and concise. Leave an element of mystery or teasing to keep them watching.
- Make it for Sound Off. A digital marketing speaker Hong Kong notes that people watch Facebook videos while commuting for work, during break time at the office, relaxing at a coffee shop, or typically in public places. As a courtesy to others, they will need to lower the video volume or turn it off. Around 92% of Facebook users watch videos with sounds off. That is why an effective Facebook video will start playing with the sound off but still helps viewers enjoy and understand its message. How do you do this? Enable auto-captions on your Facebook videos.
- Showcase a Product or Service. Another key element of an effective Facebook video is having a single focus on your messaging. Showcase a product or service to serve as the main subject of the online video ad. Avoid being salesy by targeting the audience’s emotions through storytelling. Try to focus on bringing the viewer to the buyer’s journey. This is by showing their pain points at the start and ending the story with the best solution to these pain points – the product or service itself.
- Use Movement & Fast Edits Initially. More than anything else, videos are the best way to tell stories on Facebook. Use movements and fast edits at the start of the video to capture the audience’s attention. Simply tap record in “Boomerang” to capture your products and services in action. You can also use “Vidlab” to animate images. Or go behind the scenes by increasing a video speed using “Hyperlapse.” There are a lot of Facebook features and tools which you can use to initially apply movement and fast edits. They make it easier for brands and businesses to create effective Facebook video ads.
- Brevity is clarity. Brevity means shortness of a video duration. As mentioned, keeping a Facebook video short and sweet makes it more effective. Under Facebook Ad Manager, the platform recommends using a “unique to mobile” format. This means a vertical video of 4:5 or a square video format. You will also likely get a decent competition rate if you create shorter videos between 15 to 90 seconds in length.
- Flip the Storytelling Arc. Facebook users are commonly hooked to video stories. Facebook Stories also get 478% more shares than other content formats. Traditionally, a story comes with a slow start, then peaks in the middle, and ends with a solution. Effective Facebook video ads flip the storytelling arc. They start with a bang and end with a conclusion afterward. The key is to focus on one story per video.
- Make a Visual Impact. Including animations, bright colors, close-ups, custom backgrounds, and green screens can make a Facebook video more effective. These key elements make a visual impact t\on your target audiences. They are the keys to target consumer’s attention and show products and services on videos more effectively.
- Use Consistent Twists and Surprise. An effective Facebook video evolved around a consistent theme but it uses personalization to surprise the audience and creates twists. Hold your customer’s attention by including exciting peaks they are interested in. During those peaks, don’t forget to add an element of branding for the viewers to identify you.