Feb3

web video goes social the facebook way

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Since its inception, Facebook has constantly strived towards incorporating the latest trends so that they can be at the top of the minds of individuals for personal usage and companies for business usage alike. As it continues to remain at the top of the leader board as the biggest social network, one cannot ignore the impact it can have on marketing a business. Today, most business are going ahead and making web videos as a part of their marketing strategy. However, they are often stuck when it comes to deciding on using a specific platform to reach out to their audiences. YouTube has always been the most prominent video-sharing platform (take a look at our post about the popular platform here), but more recently Facebook has gained momentum and is all set to surge ahead. If you are considering using Facebook as a potential platform for your video, the points discussed below may help solve any confusion that you may have.

video sharing goes mobile:

Facebook as a marketing tool has proved its capability to enhance traffic for businesses through the content they share with their users. This has worked exceptionally well when it comes to mobile devices, such as smart phones. The company has recorded an average of about 1 billion video views a day according to Nicolas Franchet, the head of Facebook’s global marketing team. It is estimated that two-thirds of these views were recorded on mobile devices. At the same time, the social media platform has witnessed a significant increase in the number of people posting videos on the site. In 2014, Facebook saw an increase of 75% in video posts globally. These figures bring good news to video production companies as web videos have become important to Facebook in more ways than one.

1.    better engagement:

The key idea behind web videos for a business is to actively engage its audience. Facebook has always delivered well when it comes to allowing brands to engage with their audience through likes, shares, clicks and comments. When it comes to making an impact with your web video, the sharing aspect of audience engagement is probably the important one. Uploading your video on Facebook not only allows you to reach your ideal target audience, there is a good possibility you will be able to reach the wider population.

2.   simplified searching:

An important aspect of using Facebook as a video sharing platform, is their detailed knowledge about their users. Facebook has the ability to reorganise the content their users access based on the information they share with the site. The social media giant has its sight on customising the web videos their users view by streamlining their interests and making their search for additional content easily available.  The newsfeed feature offered by Facebook allows their users to effortlessly discover a web video that has actually been custom sent to their specific newsfeed based on previous clicks and Internet activity. They have honed their skill to capture their users interest and prolong the engagement with constant content and communication through the feed.

3.    customisation:

Facebook works to personalise every service they have to offer. According to Franchet, Facebook has found ways to be conducive to commerce. Their efforts at customising the web video content according to the users is helping businesses refine their audience making it a lot easier to generate eventual sales. This system is allowing businesses to see their audiences in a new light. Knowing what the audiences want and being able to deliver it as per their preference could be a major boost for video producers.

rise of the native video player

Facebook has every intention of taking over YouTube. With the launch of their own video sharing platform, the company has joined it competitors in the race to launch their independent video player. This move has made production houses making web videos sit back and seriously consider posting their content on Facebook, as well as YouTube and/or Vimeo. Today, instead of uploading the video on YouTube and publishing it onto Facebook, one can directly share with users. The launch on Facebook’s own video player comes with its own share of benefits:

1. short-form video:

The popularity of using short-form video is going to be around for a while. The total duration of such a web video is about 15 seconds, if not less. By using the native player on Facebook, your audience will be able to see the actual video as opposed to a link. Since Facebook’s capability to reach a larger audience with precision is well-known; using their player will definitely help in developing content with specific analytics and including the customised element.

2. better analytics:

With the launch of their native video player, the analytics offered by Facebook is more than likely to tip in its favour. This holds true as several brands have reported a significant rise in the video viewership since they began using the native player. Hence, not only would you be able to see more people view the video content you upload, you will also be able to get a detailed breakdown of your audience and how could continue to improve your audience reach.

3. emotional story telling:

It is a known fact that people share content that appeals to them emotionally. Videos that are funny or emotive are often the ones that go viral. The popularity of emotive web video causes businesses to highlight their emotional selling points in their film production, making for a more interesting and engaging clip. The knack of Facebook to understand exactly what appeals to their users emotionally allows businesses to incorporate this into their videos. This takes personalised web videos to a completely new level. Are you a business looking for new ways to connect to your audience? Considering Facebook as a video sharing platform? If you need more information about web videos, get in touch with the team at Lumeo.

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