You have wisely decided to get into video marketing. You have made the right decision whether you are using video to promote products or instructive material. It is 2020 and any digital marketing strategy without video is inadequate.
Now that you are in the game, it is time to get to work: how to increase your Facebook video views. It is difficult to get users interested in your content, regardless of whether it was purchased or organic. A strategy is necessary if you want prospects to not scroll past your videos.
From a Facebook video, image of people in front of camera
Let’s start by reviewing Facebook ads campaigns. Next, I will share my six tips for increasing your Facebook video views in the coming year.
- Compare the competition.
- Give users a reason to return (i.e. provide value).
- Facebook can create content that is specific to it.
- Audio should be an option
- You can experiment with the look of your home video.
- Be flexible.
P.S. Don’t lose heart after the sixth tip. I have some great examples for you!
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Views on Facebook Video Campaigns
This is an important reminder for those who are thinking about investing in their Facebook videos. The next section is for those who are only interested in organic videos.
Advertisers have the option of 11 types of campaigns. Video views is one of these. By choosing to run a campaign for video views, you are telling Facebook’s algorithms that your goal is to get people to see your content. Facebook will optimize how your ads are delivered so that they are seen by people who are most likely engage with them.
Set up a Facebook video views campaign
Because audience and placement targeting are significant considerations, I won’t be going over them in this article. I will concentrate on budgeting. This is the part of the campaign creation process at the ad level. You must decide what budget you want to optimize for when you create a budget. There are two options when it comes Facebook video views campaigns:
ThruPlay (default setting). If your video is shorter than 15 seconds, Facebook will show it to people who are most likely to view it. Facebook will show it to those who are most likely to view it for longer than 15 seconds.
Facebook allows continuous 2-second video views: Facebook will display your video to those who are most likely to view it for at least 2 seconds.
Budgets and timelines are options for Facebook video views campaigns
This option is important for two reasons. It will affect how Facebook serves your video advertising (i.e. types of users and distribution across platforms), for the first time. When it comes to paying for your advertising, it will impact the options available to you. If you optimize for ThruPlay, the following are your payment options:
Pay each time your video ad gets sent to a person (default setting).
ThruPlay: If your video ad lasts more than 15 seconds, or longer than 15, you’ll be charged.
If you select 2-Second Continuous Videos Views, the following are your payment options:
Pay each time your video ad gets sent to a person (default setting).
2-Second Continuous video View: For every two seconds that your video ad is viewed, you will be charged.
Your overall goals will determine whether or not you decide to pay for each optimization event or impression. Don’t forget that impressions are generally less expensive than their value.
Six techniques can be used to get more Facebook videos viewed this year.
Do you have the campaign’s settings down? Awesome. Let’s examine six strategies to increase Facebook videos views this year.
- Find out about your competition.
March 2019: Facebook retires the enigmatic relevance score—basically a more perplexing version of Google’s Quality Score—in favour of three new alternatives, one of which is quality ranking. Quality ranking is a way to evaluate the effectiveness of your ads in relation to others for the same audience.
I will say it again: In comparison to other vying for that same audience.
A high-quality rating will reward you in two ways. Your ad will be seen more frequently and favourably by your competitors and you’ll also receive lower prices for optimization events and impressions. A high-quality rating means more video views at a lower price in a video views campaign.
You are well-aware of your competitors. Ask questions. Examine what they are doing with video ads. You can then improve. Be careful not to plagiarise. (Duh.)
- Provide value to users (i.e., give them a cause for return)
May 2019: Facebook updates their video ranking algorithm. It emphasizes the importance and loyalty of three key characteristics. Their words:
We examine intent and repeat viewership when surfacing videos to users via News Feed. We’ll continue to give films people want to watch and keep watching week after week more weight on our rankings.”
Facebook takes into account the fact that your viewers watch your content on a consistent basis, search for it regularly, and like it and share it frequently. The simple formula is that the more engaged your viewers are, higher your organic videos content will rank. This means that the more views you receive, the higher the ranking of your organic video content.
Many people have seen popular videos on Facebook.
Facebook Watch is the hub for video content.
Loyalty is the key to your video marketing’s success. Earning loyalty can be summarized in two words: Deliver value. Facebook users are more likely to return to your videos if they receive something positive. You should ask, “How can my audience benefit from what I’ve done?” You might add value to a promotion of an auto shop by giving simple maintenance advice. If you’re selling college or university, you might offer value through alumni testimonials. If you market a bakery, easy recipe videos can also be a valuable asset.
Think about the overall value that your company provides. Make a video of that.
- Make material that is specific to Facebook.
Facebook also highlighted the importance creativity in a blog posting about the video ranking algorithm elements. Facebook is now more focused on “controlling the distribution” of recycled or unoriginal content. Your video marketing plan should not consist of only (1) making YouTube videos and (2) redistributing them on Facebook. You will not get the results you are looking for.
Another way to put it, if you want to increase your Facebook video views, then you must create new content that is tailored for the platform. It is necessary to employ a Facebook video marketing strategy. This is a time-consuming method, but it’s worth it.
It’s more than just pleasing the algorithm for creating video content for Facebook. It’s about providing the best films possible, based on the audience’s demand. Although it might seem like everyone on Facebook is using every platform possible, this is far from the truth. Your Facebook activity may be completely ignored by some people who are watching your YouTube videos, and vice versa.
Or, to put it another way: the Facebook audience that you are targeting is different. The video content you create for them must be unique. You’ll miss out on many opportunities to increase engagement and video views.
Which is your recommendation? This is a quick survey. Ask your Facebook friends to describe what types of video content they like to see on the platform. Give it all you have to do to make it happen.
- Make audio your choice.
85 percent are not able to hear the sound in videos on Facebook. Facebook mutes videos automatically. Users are browsing their News Feeds frequently in areas where music could be distracting. This includes the back of lecture halls, waiting rooms for eye doctors, and so forth.
It’s critical that your content is accessible without sound in order to reach the largest possible audience—and to constantly maximise your Facebook video views. Viewers need to be able understand what you are trying to communicate, regardless of whether they’re looking for basic advice on car maintenance or displaying a product. If someone watches the video in its entirety and is unable to understand it without sound, they will scroll down.
Subtitled video on facebook
Subtitles almost always are required.
You can push yourself to tell stories using visual imagery if you are looking for a way to make them more understandable. If you are looking for a safer and more intelligent approach, subtitles can be your best friend.
- Try different looks for your home video.
Not only is it difficult to make videos that aren’t easy to understand, but so are other ways to lose potential viewers. Many Facebook users are wary of information that appears overly… commercial, as some of you may have discovered the hard way. It’s obvious that more people prefer shopping on social media. However, it’s important that you remember that Facebook is used mainly to connect with friends and to consume content.
Banner blindness isn’t just an issue with traditional display ads. However, just because users prefer to scroll through Facebook’s News Feeds than read a blog post does not mean they are unable to spot promotional content.
A Facebook video with an home-movie look
This advertisement would instantly be recognized by most users.
In some circumstances, I believe that experimenting with a home video aesthetic—that is, creating videos with little to no budget—is the most efficient method to increase your Facebook video views. Why? Because ordinary people—those who aren’t using Facebook for marketing—constantly post videos that require little to no funding. A video that looks like it was recorded on a smartphone is unlikely to stand out in your News Feed. Contrary to popular belief, videos that don’t stand out are often the most effective.
You should make your stuff feel like it belongs on Facebook. You will have a much lower chance of being accused of being promotional if you do this.
- Always be flexible
Today’s effectiveness may not work tomorrow. Particularly, what may attract Facebook video views today might not be a success tomorrow. Your long-term success depends on your ability to adapt. Whatever case, you should be open to evaluating the performance and deciding if it is time to change direction.
Creator Studio is Facebook’s free and easy-to use tool for uploading, evaluating, and sharing all of your video content. Creator Studio is available to you as long as your Facebook page has administrative access.
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graph of video views on Facebook
You’ll see an option called Insights in the left-hand navigation while you’re researching. To access Performance, click that tab. This will open a drop down menu. The Performance page will provide you with all sorts of useful information, including total minutes viewed and three-second video views. Engagements, net followers, and other statistics. If you scroll down, you’ll see Top Videos, a collection of individual posts. You’ll see that the list ranks your content library from best to worst. Clicking on a post will take you to advanced analytics where you can evaluate everything from audience retention to average view time.
You can see statistics about how many people have seen your videos on Facebook.
All this to say, use Creator Studio. Take a look at your most successful posts and the ones that didn’t to find out what worked. Your flexibility will pay off with greater performance over time, which can lead to more video views.
These are three examples that will help you increase your video views.
Before we go, let’s look at three examples of real-world Facebook videos that I believe are effective.
- Screenshot taken from HellthyJunkFood’s Facebook video
Here’s the full video.
This example from HellthyJunkFood—a unique web-based cooking show hosted by J.P. Lambiase and Julia Goolia (a real name, believe it or not)—satisfies two important criteria: It’s simple to enjoy without sound, and it offers apparent value to its audience. Because the duo doesn’t use subtitles, you don’t even need to hear them speak to be able to follow along. Anyone who watches the movie will be able to make homemade doughnuts much easier. This is a great deal!
- Screenshot taken from Sebastian Robeck’s Facebook video
Here’s the full video.
Sebastian Robeck is a digital marketer that helps agencies grow their customer bases. He created this ad. With this simple promo for his training, he’s ticked four boxes. Subtitles remove the need for audio again. Robeck can communicate with a specific audience because the video was made specifically for Facebook. It is free knowledge that provides value. The video’s casual style allows it to seamlessly fit in consumers’ News Feeds.
- A Facebook video example from the University of Massachusetts Amherst
Here’s the full video.
Let me end by giving you an example from my alma mater, University of Massachusetts Amherst. Retired students can stock up on dorm room staples at incredible prices by participating in the university’s annual New2U end-of-summer sales. It does all of the above: It is simple to comprehend without audio, it is tailored to Facebook and offers clear value to its users. Subtitles are a great tool. Sebastian Robeck and other UMass marketers recognize the importance of content tailored for a particular audience. You can find value in cheap dorm supplies. If this is your first visit to the university’s Facebook page, it’s likely that you will return for more information.