Many page owners have struggled with their love/hate relationship with Facebook. In the past, it was a great way to market your product or service though text and images. However, for page owners that didn't keep up with the algorithm changes implemented by Facebook, happiness quickly turned into frustration. Facebook made it so only your followers that engaged directly with posts saw more of them, and some page owners saw their reach fall rapidly.
Knowing what Facebook wants from us is the key to getting seen. So, what does Facebook want? In a nutshell, not hard sales copy going up the newsfeed. Your followers don't want that either, case study after case study has shown people don't like ads that look like ads in their social media. Facebook wants to see your followers liking, commenting, sharing, and spending time on your posts. And that is where building a video strategy for your brand comes into play.
Why Do Videos Work?
The reason videos work so well to engage the general population is rooted in the tenets of biology. Humans are visually driven. We like movement and are especially engaged when we see other humans speaking to us. Combined with other sound like music, this can further the enticement to keep watching. This is why video is a powerful way to show your product or service in its very best light.
Check out this infographic.
Facebook's Algorithms Calculate Time on a Post as Love
Here is the heart of why videos work so well on pages. One of the components of Facebook's algorithms calculate the time that viewers spend on a post as equal to that person finding that post interesting and a quality experience. You know how users skim text and move on. That's the beauty of this type of marketing strategy. They will have to sit through the time for a video to play and it does not matter if the viewers like, comment, or share. The time spent equals a quality user experience to Facebook. This means more followers will see your posts because your page is considered the all-important entertaining experience for Facebook users.
Convey More Information
A video about features, other uses, or accessories are all ways to highlight a product. For services, showing the end result or features of a consultation in action are another way to entice a viewing audience. One minute of video is a lot of time. Test it yourself. Write down the five best features of your best selling product or five features of your service. Now, set a timer and read them. It took mere seconds to convey that information.
Easy to Share for Viral Marketing
Once you get into the swing of making videos a regular feature of your marketing, work on ways to make them viral. Solve a common problem in a way that relates back to your business. Tell people to like, comment, and share your video. Make it clear even though it's a video, you're listening to them and want feedback.
Take advantage of making Facebook's algorithms work for you. Make it a goal to set up a Facebook video strategy. Then, make producing a video a regular part of your Facebook interaction with your followers.