Make Video that Works for Social Media Marketing on Facebook

5 Tips: How to Make Video that Works for Social Media Marketing on Facebook

Posted by Catie Foertsch on Tue, Oct 29, 2013

There are a boatload of reasons to use video for social marketing, but it all boils down to this: people love watching and sharing videos. Done right, video on Facebook can have a big impact on your social media marketing goals. But how do you do it right? How do you avoid wasting time and money on videos that don’t work? Here are 5 tips to help you create effective social media videos that people are happy to watch – and to share.

Tip #1: DON’T Make Commercials

We can all smell a commercial a mile away. If you post videos that are commercials – that extol the virtues of your product, that tell me why I should buy it, that focus on your product and your company – I will not be able to click that stop button fast enough. Because like everyone else, I hate commercials. I detest them. They don’t give me something that makes me happy, that engages me emotionally, that makes me want to show someone else. Instead, they take from me. They take my attention, they take my time, and they don’t give me anything in return. I hate that. I bet you do too.

People will respond to commercially videos on your Facebook page in two ways:

They will stop watching them
They will be less likely to watch other videos you post, or to engage with your page

The first reaction is bad enough, but the second is the killer. Commercially videos can turn people off, and even drive them away from your page, because by posting commercially videos you’re announcing that instead of giving good, interesting content, you only want to talk about yourself.

If this seems strange to you – if you think it’s a waste of time and money to make videos that don’t sell products, but only get people to Like and Share – then you need to change to way you think about Facebook. This series of articles from Facebook will help you wrap your mind around what Facebook can and can’t do for your business.

Tip #2: DO Make Videos that are Funny, Cute, Interesting, Intriguing, Educational…

The ‘Dummies’ series of books and web articles is a great resource for understanding everything, including Facebook marketing. This article by Dummies lists critical goals for Facebook marketing, including:

increasing exposure
building brand awareness
creating an engaged community

Using video to achieve these goals means making videos that people like and want to share. Cute videos, educational videos, etc. If it’s appropriate, even puppy videos (putting puppies in videos is a surefire way to focus viewers’ attention).

Your videos should absolutely be related to your business. Your Facebook page does represent your business, after all. But don’t forget that Facebook is SOCIAL. So make your videos related to your business/product, just not focused on your business/product. Unless, of course, you can focus on your product or business in a cute, funny, educational, non-commercial way.

Tip #3: Make Your Videos Short

People have a mental time budget they allocate to different video types: for webinars, conference videos and other traditional educational videos they expect to spend a fair amount of time. (How long was your last webinar?) For Facebook videos, on the other hand, they expect short, quick videos they can watch and share without too much of a time commitment.

How short should they be? Well, Vine has shown us that people will watch and share extremely short videos. Your Facebook videos can be anywhere from 6 seconds to 30 or 60 or 90 seconds, but you should have a really good reason if they’re longer.
If you do find yourself having a hard time making short videos, you’re trying to include too much. Simply break your content down into smaller chunks, and make more videos.

Tip # 4: Keep Your Videos Simple

This tip is closely related to Tip #3. Basically, videos that work well on Facebook tend to be videos that deliver information or cuteness or fun in small, simple, easy-to-digest chunks. Again, if you’re telling a complex story, or trying to fit a lot into your Facebook videos, think about how to break them down into several simpler videos.

Tip #5: Share Lots of Videos

According to a study by Zuum across seven major industries, videos were the content most likely to be shared on Facebook. When it comes to Facebook, if you want exposure, awareness and engagement, video is the way to do it.

It can be tempting to start conservatively, to see if things work before committing resources. But be careful with this approach. Make sure, if you decide to run a test, that your test is designed to give you accurate information. Don’t post one or two videos and draw conclusions from how they perform. Commit to several, and keep in mind that optimally, videos should not be a separate campaign (with a beginning and end date) but an integral part of your Facebook marketing.

Make it a goal to learn about what kind of videos work best with your audience, and make more of those. Find out what doesn’t work so well, and don’t make those.

By now we know so much about the power of video to increase marketing performance that the question for you isn’t should you be using video on your Facebook page, but how do you do it effectively and efficiently? These 5 tips give you the information you need to get started building and implementing a powerful, effective video marketing plan for your Facebook page.

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