I recently teamed up with my good friends at Wave.video to present what we’ve found are the top ten Facebook video marketing questions, along with my answers. Check out the Facebook Live and companion slide deck – both embedded below. I’ve also included all ten questions and brief answers below…
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First, some informative Facebook video facts and stats:
Facebook generates 8 billion video views on average per day. Source: Facebook via Techcrunch (Mark Zuckerberg shared that stat on an earnings call back in 2015; the number may be much higher now?!) A recent eye-tracking study (by Facebook) shows people gaze FIVE times longer at video than static content on Facebook and Instagram. Source: Facebook IQ 85 percent of Facebook video is watched with sound off. Source: Digiday By 2019, global consumer Internet video traffic will account for 80% of all consumer Internet traffic. Source: SmallBizTrends 90% of users say that product videos are helpful in the decision process. Source: HubSpot Including a video on a landing page can increase conversion rates by 80%. Source: Unbounce Social video generates 1200% more shares than text and image combined. Source: Brightcove The top three most effective types of video content: Customer testimonials, Tutorial videos, Demonstration videos. Source: Curata 43% of marketers said they’d create more video content if there were no obstacles like time, resources, and budget. Source: Buffer Facebook identified five factors related to the rise of online video viewing: smartphones, shorter attention spans, binge-watching, importance of context and the thrill of novelty. Source: Facebook IQ
Live: 5 minutes to 4 hours! Aim for 18-22 minutes VOD (video on demand/recorded video): <60 seconds for including on Instagram. Otherwise, test from 1-5 minutes or more. Ads / Promoted posts / Dark posts: it depends! Test. Ad breaks: 5-15 seconds
#2 – Which video format is best?
Ads and VOD: Try square, vertical, portrait Ad breaks: vertical, square, landscape Stories: 9:16 See Facebook and Instagram video specs here
#3 – How do I add text overlay?
VOD: Try Wave.video! This is such an easy way to add text overlay. And, you can choose your font, color, branding, logo, and watermark. Live: Create custom graphics as a transparent PNG 1280 x 720
Wave.video has the largest premium stock library in the Universe with a whopping 200 million royalty-free videos, photos, images, graphics, music to add to your videos
#6 – How do I make Story videos?
Story videos are always 9:16 format and 1-15 videos Use Story videos on Facebook and/or Instagram as part of your content marketing plan You can now place Story ads on Instagram Wave.video allows you to create multiple formats simultaneously at the press of a button. Story format 9:16 is one of the many choices!
#7 – How do I add captions?
Use Facebook’s own captions generator tool (which has vastly improved lately!) For best accuracy, use a transcription service like Rev.com Or, for a super affordable AI transcription service, try Trint.com
#8 – What does mobile optimize mean?
Formats that work best on mobile devices Square video Vertical (4:5 or 2:3) Story / Portrait (9:16)
#8 – What is a video view?
On Facebook, it is at least 3 seconds
#9 – Where are my video metrics?
Go to your Page Insights Or, on any video on your Page, click the clickable stat to the left of the Boost button. It will say something like, People have watched this video for a total of 22.5k minutes. Or, Your video is popular in California.
#10 – How do I create Video Engagement Custom Audiences?
Go to Ads Manager Under Audiences, select Create New Audience > Custom Audience > Engagement > Video. Once you’ve chosen the length of video views, you can select one or multiple videos to build the audience. Use this engaged audience to retarget with different content.
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