How to boost engagement using Facebook videos

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Social media has now become an important part in growing brand awareness for your business and discovering a customer base. In order to transform online fans and followers into customers – a business needs to boost its engagement.

Video content is one of the most shared posts by businesses on Facebook. While corporations may not be able to measure any monetary value from videos on Facebook, the potential reach is eye-opening. Video content is more noticeable in a news feed and gets a higher organic reach than regular posts.

So how do businesses drum up more engagement and drive traffic with Facebook videos?

Trigger an emotional response

Research by the Ehrenberg-Bass Institute for Marketing Science found that videos that trigger emotions are shared on social media platform more than any other form of content.

They discovered the videos that were shared the most contained humour, desire, personal interest and exhilaration.

Users respond to information in various ways so you need to find the right emotional trigger that suits your brand. Inspire your audience and stir their emotions to encourage likes, shares and comments.

Videos automatically play without sound

According to Digiday , publishers have reported that a surprising 85 percent of Facebook videos are watched on mute. So if users can’t understand your video without sound, it probably isn’t going to make much of an impact. Consider using subtitles to make sure your video is still effective without sound or otherwise use silence to your advantage.

Make an impact within the first few seconds

Videos on Facebook automatically play so you only have a few seconds at the most to make an impact. Skip the pleasantries and get to the point of the video.

Keep it short

You aren’t restricted in length but studies have found that videos up to two minutes long get the most engagement (Wistia, 2016 ). There is always the option of posting a short preview and linking it to a longer version with a call-to-action.

Facebook Native videos

Try uploading videos directly to your Facebook page rather than a link to your site. These are called ‘native videos’ and account for around 80% of all video interactions on the social media platform.

Make it exclusive

Offer customers and fans something unique on Facebook and you will provide them with a reason to follow you. Is there a reoccurring question about the services or products you provide? Turn answers into topics for a series of Facebook videos.

Write a great caption

Ensure you have a catchy headline to accompany your video - it can make or break it. Make it short, strong and funny – there is no need to go into too much detail. Alternatively you can post a quote from the video.

Utilise Facebook Live and repost the video

Using Facebook Live video is a great way to showcase events, products or give people a behind-the-scenes look at your business. Interact live with your audience and reply to comments to boost engagement. It doesn’t matter if the video isn’t polished and professionally shot – that’s part of the raw appeal.

Go 360

Take your audience on a virtual reality tour during special events, keynote live performances or one-offs. It’s recommended that you use this feature sparingly so it makes an impact.

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