Do you feel like your Facebook social media channel is stagnating?
The steady growth just isn't there anymore?
You are still putting in the work and crafting exceptional content, yet despite your
efforts, your organic reach is dropping steadily and your click through rate is following suit.
N: It's not you.
It's the algorithm.
The average Facebook page saw organic reach drop by a whopping
52% in 2016.
One study found that the average reach of a post by a branded Facebook page is just
2.6%.
N: Facebook has been tweaking its algorithm to show people info that's relevant to them,
focusing on updates from friends, family and pages they've
specifically interacted with recently, and of course, paid
ads.
While it is better for consumers, it poses a challenge for marketers.
N: And it's not just Facebook.
Instagram, LinkedIn and Twitter also change their algorithms.
All of this is designed to put the right content in front
of the right people.
So how do you make sure that content is yours?
(Note - Part 2: The solution) N: Make video an integral part of your social
media marketing strategy.
Video has an irresistible appeal.
Need some proof?
Video will make up 82% of all consumer internet traffic by 2021, Using
video as part of your marketing strategy can double your conversion rate and increase the
time users spend on your site by 105% and 43% of consumers
actually want businesses to create more video content.
N: Video works because it cuts through the noise and grabs our attention.
We are attracted to fast moving and shiny things.
It's biology.
And once you've got the user's attention, it's time to follow the
golden rule of social media: Create irresistible content that answers a real question, solves
a real problem and treats the viewer like an actual
person.
Here are some tips that will help you do that.
(Note - Part 3: Get started, pick your topic) N: So how do you get started?
Coming up with ideas for your first couple of videos doesn't have to be
hard.
Use your current assets to get some relevant video topics.
N: Like, for example, your FAQ section!
Customer questions are a gold mine.
Use it.
Go through the questions that get asked all the time, pick
one and make a short video around it.
N: Or make blog teasers.
Create short social videos that tease the question your blog post answers.
If your blog post offers, say, 10 tips to solve
some kind of problem, then create a video that gives one tip
and then tease the blog post at the end of the video or in corresponding social media
post.
This is a great way to bring older content out to play.
N: Also, You can share quick footage from your day.
Consumers have more choice than ever before.
Use video to show off your personality and make a connection.
Grab your phone and snap some behind the scenes footage on it's camera and share
it with your followers.
(Note - Part 4: Get your tools) N: Making video for social media doesn't
have to be hard.
And it definitely doesn't need to involve expensive equipment and tens of hours sunk
into making it perfect.
Social media isn't about perfection.
It's about reaching through that digital screen for some human on human interaction.
Let's take a look at some tools you can use to make videos really
quickly.
N: Number one.
By far, the easiest way to make an explainer video or tease an exciting project you are
working on, is using Vidyard's GoVideo.
It's a super useful, free Google Chrome extension.
Use it to record your screen and share your video on
social media straight away.
N: Number two.
For putting together great marketing and social media videos by pulling together
images, short videos, text and music, use super simple video makers like Animoto and
Biteable.
Both of these platforms let you add your own voice
over.
So make sure to use a posh accent.
N: Number three.
For quick and simple editing use Camtasia or iMovie.
Using these applications together with a solid webcam, decent lighting
and a good microphone, you can make quick videos from
your desk.
N: Crafting the right type of content for social media is a lot like picking out birthday
gifts for your best friends.
If you want to amaze them, you need to put in the work and get specific.
(Note - Part 5: Facebook video format, best practices)
N: First, create an explosive, attention grabbing start and keep it short and snappy after that.
A user decides whether to stick around within the
first three seconds.
So grab that attention and don't let it go!
N: Also, Make sure you include subtitles and minimize the need for text.
85% of Facebook videos are watched with the sound off.
It's crucial that the viewer can enjoy your video fully with just the
subtitles!
N: Secondly, Set the auto-play with the sound off.
80% of users get annoyed if your video auto-plays with the sound on.
Keep that volume off until they choose to switch it on.
N: Thirdly, upload native videos!
On average, Facebook native videos get 168% more interactions,
477% more shares and 530% more comments than videos hosted off platform.
It really pays to upload your videos directly to Facebook.
N: And lastly, optimize for mobile!
Users are 5 times as likely to watch your video on a mobile device.
Make sure your video works in any size!
N: Buzzfeed's Tasty is the master of putting these points into practice.
Tasty teases us with the end result long enough to get our attention and
then gives us the meat.
The videos are colorful, don't need sound and have enough text to let you know
what's going on without overwhelming you.
The majority are 60 to 90 seconds long and are pretty easy
to follow.
(Note - Part 6: Content calendar) N: We've talked about video topics, software
and best practices.
Now we need to take a look at the big guy.
Your content calendar.
You've got a content calendar for your blog posts.
You use a social media management tool for your updates.
And you need a content calendar for video.
N: A content calendar will keep you accountable and help you track results.
It will make sure you never run out of ideas and help you plan ahead of
time.
Because just like with a blog, maintaining a
consistent strategy is hard.
Life happens, other stuff comes up.
N: So, before you dive in, decide: How often you are going to make videos, How you'll
track results, What type channel you want to experiment with
first, and how the video will fit into your overall
marketing strategy.
Then draft some topics, and put them on the calendar.
(Note - Part 7: Final words) N: This might probably sound a bit obvious
considering that we're talking about Facebook video
marketing tips, but Facebook really is the King right now when it comes to video platforms.
Over 1.3 billion people log into Facebook every single
day.
N: By planning your content, reusing the assets you've already got and using the right software,
you can create great videos for Facebook, find
an audience and grow your following.
N: Don't let the "lack of time" excuse keep you from using video to grow your social
media channels.
This is perhaps the number one, among all Facebook video marketing tips!
Just try it, and let us know how it worked out for you, in the comments
below.
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