Mastering the Facebook Video Algorithm: 3 Winning Tactics
Facebook videos account for 4 million daily views
Facebook videos have exploded with around four billion daily views. With the amount of time spent on Facebook, it’s no surprise that it is fast becoming a rival to YouTube and becoming the platform of choice for video marketers.
There is plenty of potential for brands to improve their video content on Facebook; however making the videos seen can be tricky. There’s no use in throwing up the video link and hitting post; marketers now have to be savvy if they want viewers of the viewers of the videos to convert into customers.
Facebook is constantly changing and it leaves brands scrambling to try to stay on top, but brands that are more technically advanced are open to adapting and can use the power of Facebook being the social media giant it is.
Outlined are 3 tips in helping to master the Facebook video algorithm and how to achieve maximum organic reach for video marketing effort.
Tip 1: The Native Facebook Video Algorithm.
Facebook has made some major changes in the way content is distributed and the type of posts which are most likely to reach the masses is video content.
In a recent study, Social bakers indicates that a video post receives an organic reach of 8.7% which means nearly 9 out of every 100 fans sees a video post. There’s a catch though, “’native’ video content is far more effective at reaching audiences and outperforms linked videos (i.e. YouTube videos)”. Native video content means uploading the video directly to Facebook. This keeps users on the site and is therefore rewarded by the algorithm.
An online media network started to upload video content directly to their Facebook page and their views went from 20,000 in their first month of September 2014 to 14.3 million views in March 2015. There are a few tips which can be taken from their strategy to optimize videos for Facebook. Firstly, they use bold text graphics throughout their videos because native videos will play automatically without sound. This creates and informative and engaging experience for viewers regardless of whether they chose to turn the sound on or not.
Secondly, the videos uploaded to Facebook are kept short. This works well on Facebook as users can become easily distracted. The best thing brands can do is opt for uploading videos directly onto Facebook instead of posting a YouTube link. If a video is shared from YouTube onto Facebook, the video will not play automatically and will result in a lower quality resolution.
Tip 2: Facebook Video Newsjack Hack
Facebook loves trends. Facebook introduced Trending Topics on the desktop version in January 2014 and on the mobile version they were introduced in December 2014. It has now added a News section which allows users to discover more Trending Topics of 6 predefined categories; Politics, Business, Science, Technology, Sports and Entertainment.
With a new update to the Newsfeed, which prioritizes posts that match current affairs or the Trending Topics, it has created an easy way for brands to increase their Facebook engagement via ‘newsjacking’, or by creating videos that revolve around the Trending Topics. The popularity of a news story may drop rapidly, so to get posts to appear higher in News Feeds, brands have to act fast. It’s best to opt for a simple video tool to create the video content and add relevant hashtags when posting. If a unique twist or commentary is provided on a popular story, it is more likely to get shared.
Pampers UK used this to newsjack the breaking story of the birth of Princess Charlotte, by posting a native video to their Facebook page entitled ‘Every Baby is a Prince or Princess’. The video celebrates not only the birth of the Royal baby but the birth of every child. Since the 3rd May 2015 the video has gained over 4 million views.
Tip 3: Capture Leads with a Call-To-Action Video Hack.
Uploading video content onto Facebook directly means a more organic reach, but many still don’t know that uploading a native video also gives brands a huge opportunity to push ‘Call-to-action’ within a video post. After a native video plays on Facebook, two options are presented to the viewer: replay the video, or click the designated call-to-action button. While the options for call-to-action are a bit limited, it is still a key feature for encouraging the viewers to engage even more with the post or to take the next step to ‘shop now’ or ‘Learn More’ about a brand.
Brands do not have to master all three of these Facebook video hacks, but Facebook makes it nice and easy to do so. The tools, such as custom call-to-action buttons, allows brands to have more control over what happens when the video finishes, making them more effective in turning potential customers into actual customers. Using these tips and tricks will help to boost a video content’s organic reach and potential on Facebook.