The Ultimate Guide to Facebook Video Marketing


May 28, 2020·13 min learn

What advertising and marketing movies work greatest on Facebook? Should you add or put up a hyperlink? How do Facebook Stories work for enterprise? Find solutions to all that and extra.

In fall of 2014, Facebook management took a superb lengthy take a look at YouTube and Snapchat and Instagram and pivoted—partly—to video. “In five years, most of Facebook will be video,” Mark Zuckerberg introduced. Today, that promise is almost actuality.

Half a billion folks watch video on Facebook daily. Facebook is among the hottest locations for video on the web, second solely to YouTube. It has launched video options like Facebook Stories, Facebook Live, and Facebook Live 360—and positioned buttons to entry them simply all through its many apps.

Just as a result of billions of persons are current and watching video doesn’t essentially imply you may attain all of them—or that your viewers is current. But if anybody can discover out whether or not they’re there and watching, it’s Facebook. The firm invented the social graph expertise that almost all social media websites now use to establish exactly the people who find themselves all in favour of your movies wherever they’re, and encourage them to press play.

Consumer or B2B, enterprise or SMB, there’s a Facebook video advertising and marketing technique for each sort of enterprise.

  1. Contents
  2. 1.What Are the Benefits of Facebook Video?
  3. 2.What Types of Facebook Video Can I Share?
  4. Three.Linked Facebook Videos
  5. four.Native Facebook Videos (a.okay.a. In-Feed Videos)
  6. four.1Facebook Video Specs
  7. four.2Best Practices for Native Facebook Videos
  8. four.ThreeHow to Share a Video on Facebook (Natively)
  9. four.fourMetrics that Matter for Facebook Video
  10. 5.Facebook Stories Videos
  11. 5.1Best Practices for Facebook Stories Video
  12. 5.2How to Upload Facebook Stories for Business
  13. 5.ThreeHow to Share Video through Facebook Stories
  14. 5.fourMetrics That Matter on Facebook Stories
  15. 6.Facebook Live Video
  16. 6.1Best Practices for Facebook Live Video
  17. 6.2How to Do a Live Video on Facebook
  18. 6.ThreeHow to Record a Facebook Live Video
  19. 6.fourMetrics That Matter for Facebook Live Video
  20. 7.Facebook Video Ads
  21. 7.1Facebook Video Ads Specs
  22. 7.2Best Practices for Facebook Video Ads
  23. 7.ThreeHow to Create a Facebook Video Ad
  24. 7.fourMetrics That Matter for Facebook Video Ads
  25. eight.Facebook Cover Videos
  26. eight.1Facebook Cover Video Specs
  27. eight.2Best Practices for Facebook Cover Videos
  28. eight.ThreeHow to Add a Cover Video on Facebook
  29. 9.Getting Started with Facebook Video

What Are the Benefits of Facebook Video?

Facebook’s algorithm loves video. And as a result of it loves video, it promotes video posts additional than non-video posts. That’s a giant benefit on condition that enterprise’ native attain on Facebook has been declining for years.

The platform has tried to reinvigorate plateauing consumer development by displaying folks extra content material from family and friends and fewer from companies, however video posts are the shining exception.

Facebook boasts 7 billion video engagements per quarter, stories Newswhip. Videos earn an alleged 1.5x extra engagement than pictures and 6.4x extra engagement than only a hyperlink. Buffer places the video engagement benefit at 135%.

The consensus is that movies earn extra eyeballs.

What Types of Facebook Video Can I Share?

Using video on Facebook presents video entrepreneurs with a dilemma.

On the one hand, importing your movies instantly to Facebook out of your desktop or smartphone confers added advantages. Natively uploaded or recorded movies will auto-play in viewers’ feeds and should earn larger attain thanks to a bias in Facebook’s algorithm. But the analytics are fairly poor and don’t combine along with your different advertising and marketing instruments.

On the opposite hand, when you put up a hyperlink to a video, can get actual analytics which are really helpful for advertising and marketing. For occasion, with a Vidyard hyperlink, you may observe leads that watched, how a lot they watched, and rating them accordingly.

As the aphorism goes, when you can’t measure it, you may’t handle it. The tradeoff of having the ability to seize leads and transfer them via a purchaser journey usually outweighs a bit additional attain. In the top, this is determined by your objectives.

There are six kinds of video you may share on Facebook:

  1. Linked Facebook Video
  2. Native Facebook Video
  3. Facebook Stories Video
  4. Facebook Live Video
  5. Facebook Video Ads
  6. Facebook Cover Videos

Read on for a deep dive into every completely different sort.

Linked Facebook Videos

Linking is the unique method to share video on Facebook, the tactic folks used earlier than that they had the choice to add a file natively.

It’s nonetheless one of many quickest and best methods to share video on Facebook. Linked video signifies that viewers should click on to watch a video hosted elsewhere. You can share hyperlinks to Vidyard, YouTube, and different movies on Facebook. (Though you even have the choice to push Vidyard movies natively to Facebook.)

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

Four out of 5 movies on Facebook are what’s often known as native video, or movies posted as an replace to your feed or your model’s web page. According to Newswhip, 98% of the top-performing movies in 2018 had been native.

The greatest native Facebook movies are people who educate and encourage. The prime 10 most considered enterprise pages that use video are all media corporations, lots of them within the information, meals, or vogue industries. For instance, Impressive Things, Best Recipe Box, The Magical Slow Cooker, PBS News Hour, and CollegeHumor.

Learn From the Pros

Software startup Brandfolder shares buyer tales on their Facebook web page.

Facebook Video Specs

Recommended movies are 720 pixels extensive with a decision of three Mbps and 30 fps. If that sounds sophisticated, it isn’t: That’s the usual dimension of a webcam or smartphone, and Facebook is pretty forgiving. But in case your movies do fall quick, they will find yourself showing blurry or pixelated.

Facebook movies will be as quick as a number of seconds or so long as 240 minutes. The top-performing movies are a mean of 132 seconds lengthy, in accordance to Newswhip.

cover graphic for Social Video Specs Guide

Get the Social Media Video Specs Guide cover graphic for Social Video Specs Guide Every completely different social platform has its personal necessities for movies. Every single one is on this information. Get the Specs