Social media videos, specifically videos on Facebook… it’s all the rage in 2018.
No doubt, you’ve heard marketers sing its praises for years now. So… what’s stopping you from utilizing videos on Facebook as an effective piece of your marketing puzzle?
Maybe you already have a general idea that video is the way to go, but aren’t clear on the how or why…
We’re going to break it down for you in this article as we dive into why posting videos on Facebook for your marketing strategy is a no-brainer and how you can fit it into your current marketing strategy.
And don’t worry, you don’t need to produce a viral video to make a healthy return on your investment. We’re going to show you how to get maximum reach just by using short, authentic videos that speak to your ideal audience.
A few short videos can quickly build trust with your audience, reach a large number of people within a short period of time, and, most importantly, help you convert Facebook users into customers.
The reason this works so well is simple, audiences love video.
Audiences Want Videos on Facebook
It’s no secret that audiences are choosing video more and more as their primary form of content.
Forbes reported more than 500 million people watch video on Facebook every day.
When people watch video, they share. Social users share video up to 1200% more often than they do text posts.
And when that video does get shared, it will have a greater impact on the audience than text-only posts.
That’s because where video really shines is by building relationships with audiences. Unlike text, video provides a rich, multimedia experience that allows your audience to connect at a deep, emotional level.
It’s also easy to increase reach via paid promotion. Videos uploaded as native Facebook content can usually be promoted for less than $.05 per video.
The bottom line: if you want your audience to see your content, try video.
How to Monetize Videos on Facebook
We regularly use video as part of a healthy Facebook marketing ad strategy for our clients. That’s because we’re able to use video as a monetization strategy. It’s all about building up your ideal audience.
First, create videos that provide value for your audience. Think short how-tos, tips, or other insights your audience might like.
This Inc. article summarizes how to best use your videos on Facebook to build trust and happy brand advocates, but the key takeaway is to create authentic, on-brand videos.
Next, upload the videos to Facebook. You’ll want these videos uploaded to the platform as native content rather than linking to a video hosted elsewhere.
You can upload the video to your page as a video post, then boost it for extended reach.
Or, you jump right inside Power Editor and create a campaign specifically for your video views.
Create a “Video View” campaign. This will show the videos to your audience inside Facebook.
Then, create the Ad Set.
Quick note on audiences: You can show the videos to a cold audience who hasn’t interacted with you before. This is a great way to introduce your brand to potential future clients.
Or, show the videos to a warm audience who has interacted with your page, joined your email list, watched previous videos, or visited your website. This is a great way to strengthen brand identity, build trust, and educate future customers to move them closer to a sale.
Next, create the ad.
Pro tip: Use the “thumbnail and captions” button to choose an appealing video thumbnail and generate captions (review the captions before publishing, the automatic generator isn’t 100% accurate). Many people watch videos without sound, so captions help drive home your message even if they don’t tap to turn on the sound.
Finally, it’s time to utilize this audience.
After your videos run for a little while, you’ll have built up a warm audience who recognizes and trusts your brand. Because warm audiences are more likely to make a purchase than cold audiences, people who have watched your videos are the perfect people to show offers to.
To do this, you’ll need to create an audience and populate it with people who have watched your videos on Facebook.
This post will help you get your audiences setup: 3 Ways to Target Your Ideal Audience via Facebook Ads
Then, simply create a new campaign.
This time, create a conversion campaign with the goal of driving traffic back to a landing page.
Choose to show this campaign to people who have watched your video.
Your audience will be much more receptive of the offer after watching those great videos you’ve posted!
There you go, you’re all set to incorporate videos on Facebook into your existing marketing strategy. Shoot a few videos and get started. The sooner you begin to build that warm audience, the sooner you can start moving prospects over to your landing pages!
In the meantime, why not find out what the “7 biggest mistakes you’re making with your Facebook Ads are”, and how to fix them: