Video content has become an extremely important part of social media marketing in recent years. Platforms like Facebook are prioritizing video in their algorithms because of their ability to reach and engage audiences.
For marketers, focusing on video creation is key to success when using Facebook as a marketing channel. Videos allow marketers to connect with their target audience in an entertaining and informative way.
With the rise of experiences like Reels on Facebook, users are spending more and more time-consuming video content on the platform. This presents a big opportunity for driving traffic and conversions with well-produced videos.
Understanding Your Target Audience
The first key step is understanding your target audience on Facebook. Do in-depth audience research to determine:
Demographic information: age, location, gender, income level, education status, occupation, etc.
Interests and values: what content do they engage with, what brands do they follow, what issues do they care about, what motivates them, etc.
Media consumption habits: what platforms and devices do they use, how much time do they spend on Facebook, what time of day are they most active, etc.
Video preferences: what video content, styles and formats resonate best with them, etc.
Dedicate time to analyzing your existing audience and fans on Facebook. This will provide valuable insight into their video preferences to help guide your video strategy and content creation. You want videos that align with both Facebook’s requirements and your audience’s needs/interests.
Pre-Production Planning
Storyboarding
The pre-production phase is when you strategize and plan out your video content calendar and specific video concepts. Start by brainstorming compelling video ideas that provide value to your audience. Think about addressing viewer pain points or questions they may have.
Once you land on a winning concept, the next key step is creating a storyboard to help you map out the structure of your video. Think of storyboards like little comic strips for your Facebook videos where you can lay out:
- The hook/opening scene captures the attention
- The problem/opportunity you will address
- Key points and tips
- Any facts/stats
- B-roll opportunities
- The call-to-action/desired response
Determine the optimal length for the video based on the concept and platform. Facebook videos can range from seconds long up to several minutes. Plan to produce videos of different lengths to see what length best drives engagement.
Shot List
After storyboarding, make a detailed shot list outlining every scene and type of footage (b-roll, graphics, animations, etc) you will need. This helps streamline video production. Determine if you will shoot on your smartphone or use a digital camera, and what accessories (tripod, external mic, lighting) you require.
Scripting
Script out narration, on-screen text, and other instructions for your video. Write conversational text in your brand’s natural tone of voice. Keep word count minimal on the screen to ensure text is readable. Time out each piece of the script to match your storyboard sequencing.
Optimizing for Facebook’s Algorithm
When producing video content for Facebook, you need to work with their algorithm to achieve maximum visibility and engagement. This requires focusing on three key elements:
Watch time
Facebook values videos that keep viewers watching. Using hooks and not revealing all key information right away compels viewers to keep watching. For instance, you can ask questions in the hook that will be answered later on. Use b-roll and avoid static talking head shots which may cause viewers to lose interest quicker.
Video length
As mentioned, test video lengths to see what duration keeps your audience most engaged. For Facebook, shorter videos tend to work best. Videos that are over 5 minutes require exceptionally compelling content to keep the viewers engaged until the final frame.
Thumbnails
Facebook auto-generates thumbnails from your video, but you can customize the thumbnail image to make it more clickable. Ensure your thumbnail establishes an emotional connection, intrigues the viewer, summarizes the core focus/payoff of your video, or highlights the product/service you offer.
Production Tips for Shooting Video
Use Production Assistants
If producing longer videos, leverage production assistants. They can monitor audio levels, hold reflectors and additional lighting, keep track of filming progress, and help set up scenes/shots.
Record Room Tone
Record 10-15 seconds of “room tone” at each location to capture ambient sound. This footage comes in handy during the editing process if you need background filler during jump cuts in an interview.
Use Multiple Camera Angles
Shoot the main talking points from multiple camera angles. Capture side angles, close-ups, wide shots, over-the-shoulders etc. Different framing keeps your videos visually dynamic.
Follow The 180 Degree Rule
Maintain continuity by keeping cameras consistently on one side of the subject. Staying in line with the 180-degree axis prevents awkward shots where subjects suddenly appear to switch sides.
Leverage B-Roll
Capture ample b-roll footage that supports everything you are communicating in your video. These supplemental visuals engage viewers by breaking up shots and allowing for seamless transitions. Prioritize action over static shots.
Interview Tactics
For interviews, leverage lapel mics or boom mics over camera-mounted mics which cause echoey, distorted sound. Encourage interview subjects to keep responses concise.
Posting to Facebook
Custom Thumbnails
Upload your video file onto Facebook, but before posting, customize your thumbnail image to maximize clickability as detailed earlier.
Captions
Add auto-generated captions or manually enter captions. This enables soundless video views and aids accessibility for hearing-impaired audiences.
Tags & Descriptions
In your post copy, incorporate relevant keywords your audience may search and hashtags to extend reach. Include a clear, benefit-driven video description enticing viewers to click play.
Post Consistently
Post new video content consistently to train your audience to expect regular video drops. Analyze performance data to determine optimal posting frequency and double down on specific formats that drive the highest engagement.
Promote Videos
Amplify the reach of your new videos through paid ads. Use videos in lead generation carousels and collection ads. Promote top-performing organic video posts again as “Best Of” recap videos.
Measure Metrics
Analyze Facebook Insights metrics around videos to evaluate performance. Assess views, completion rates, clicks, reactions, comments, shares, and conversions generated from videos. Harvest learnings to inform future video content development.
Listen to Audience
Pay attention to which videos and types of content your audience engages with most through comments and shares. Produce more videos aligned to their preferences and interests. Directly ask them what topics they want to be covered.
Conclusion
With the right approach combining creativity and analytical optimization, video provides a conduit for brands to forge authentic connections and ultimately drive business results.
Facebook video production done well captivates audiences while achieving marketing objectives. The best part is that any brand stands the chance of generating higher leads once it stays consistent with its Facebook video strategy.
