Facebook is going strong and is still the world’s go-to social media platform. On it, users digest a variety of different content forms, with video now being one of the biggest.
In fact, Biteable reports 500 million people watch videos every day on Facebook, with 100 million hours of video being watched. But for your law firm’s campaign to truly be effective, you need one thing — engagement.
Of course this is easier said than done. With users having short attention spans and endlessly scrolling through their feeds, it’s easy for your video content to get lost in the mix.
Here are some potent tactics to get past this obstacle and boost Facebook video engagement.
Keep Them Brief
It should come as no surprise that shorter videos outperform longer ones on Facebook. A recent report from BuzzSumo found that the sweet spot is a mere 60 to 90 seconds. And if you go any longer than two minutes, there’s going to be a massive drop off in engagement.
So this is important to keep in mind. Making them quick and “snackable” increases the likelihood of Facebook users viewing your content in its entirety and engaging with it.
Use the Inverted Pyramid Approach
A popular technique among journalists is the inverted pyramid where the most important information is featured at the beginning. Then they sort through the rest of the details that supports that information.
And this is a great approach to Facebook video as well. Structuring your narrative by discussing your key point at the beginning should reel more people in so that they watch more of your video. This also makes them more likely to click on a link, comment, share, and so on.
Put yourself in the shoes of your average Facebook user for a second. Many will have the volume turned off because they’re accessing their profile from work or a public place. In fact, “85 percent of Facebook videos are watched without sound.”
Without any captions, many people will simply keep scrolling because they won’t know what’s being said or the dialogue that’s taking place. But you can easily solve this issue by using captions.
Use a Square Format
Buffer performed some extensive testing to determine if video engagement was better with a square or landscape (rectangular) video format. And the results were crystal clear.
“Square video outperformed landscape video on each social media network in terms of video views, engagement (likes, comments, and shares), and completion rate. In some cases, square video resulted in 30-35 percent higher video views and an 80-100 percent increase in engagement.”
By these numbers, it’s obvious that you should stick with a square format because of the added engagement levels — both on mobile and on desktop.
Facebook video is definitely a medium worth investing time and money into. But to ensure a favorable ROI, it’s crucial that you maximize your Facebook video engagement. Following these specific tactics should help you accomplish this and eliminate much of the friction that gets in the way of users fully absorbing and interacting with your video content.
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