When it comes to video advertising, small businesses have to navigate and adapt to a sea of changes — most recently Facebook’s algorithm news . Having delved into what the changes mean for my company, we realized the new algorithm isn’t as harmful as it may initially seem. Simply put, it means small businesses need to start zeroing in on the video methods that have worked in the past and incorporate them into their daily video marketing strategies. Instead of trying to figure out a way around Facebook’s recent changes, learn how to capitalize on them, creating video content that will keep you high in your customers’ feeds.
With that said, Mark Zuckerberg’s announcement that Facebook is shifting the focus of its news feed to favor personal stories and exchanges between users has once again left small businesses and video marketers without a clear roadmap of what’s ahead. But before you abandon ship, here are three ways your business can use the new algorithm to your advantage and set your brand up for success on social media.
Quality is priority — create valuable content.
Ultimately, the news feed will favor posts that foster genuine engagement and meaningful social interaction — posts that receive more shares, likes and comments. For small businesses, this means your video content should encourage dialogue between users. Consider the following guidelines to keep your brand top of mind.
• Whether it’s holiday related or drawing on a trending topic, make sure your video content is relevant to your community.
• Try an educational video featuring your product to draw folks in and foster trust in your brand.
• Instead of content that is focused on a product or service, create a video ad that cultivates a human connection while featuring your product or service. See how our customer, Brothers Commercial Brokerage, offers value to viewers with this Facebook video.
Facebook rewards engagement — hone in on best practices.
With changes in the news feed, optimizing for mobile has become increasingly important. For your customers to comment, like or share your post, it should first and foremost be user-friendly. The easier your video is to view, understand and relate to, the more likely it is to garner true engagement. Here are ways to boost your brand’s presence in the news feed.
• Create mobile-friendly square video. It’s an effective way to ensure that your content stands out in the customer feed, no matter how they’re viewing it.
• Remember, 85% of Facebook video is viewed with the sound off. Use text to make your video accessible to folks viewing on mobile devices.
• Storytelling makes customers more likely to engage with content, so share video content that has a narrative customers can connect with.
Diversify your platforms.
If you vary what and where you post, you can expand your customer base by reaching audiences that are active on several platforms. For example, though the Jane Goodall Institute, an Animoto customer, has had success with video on Facebook, it has started to diversify, using video on Instagram with remarkable results.
Keep these tips in mind to broaden your reach.
• Test out different kinds of video ads to gauge the sort of content that performs best on each platform. For different video ad ideas, check out my last article. To get started, make a square instructional video for both Instagram and Facebook to test which platform receives more engagement.
• Keep your pulse on current trends and use copy that’s topical and relevant to your customers.
• Try a mix of short and long videos to see which garners more engagement.
• Take advantage of testing within a social media platform. On Facebook, try Live, ads and boosted posts.
Your brand has unique strengths you can leverage to stand out in the news feed. While Facebook is now focusing more on personal connection than brand awareness, that doesn’t mean your business can’t and won’t thrive there. There has never been a better time to keep your business current and connected with video.