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15 ideas for more engagement

15 ideas for more engagement

People are bombarded daily with messages from multiple channels via Facebook, TikTok, Instagram, email, texts, online ads and much more.

It can be a big challenge to catch someone’s attention and keep it, even for a short time, in this time and age.

Creating a message that captures people is critical. The most crucial factor when it comes to creating engaging Facebook videos is exactly that: engaging the user. And you just have seconds to do it.

Here are a few methods that can result in greater overall engagement for your Facebook videos.

1. Do not waste time in the beginning

When it comes to creating Facebook videos (and videos in general), you will not create a long, lengthy introduction that steadily builds up to a masterful climax that shocks and amazes a visitor.

Your video needs to be cut too easily.

You need to be able to achieve this using only compelling images – not video combined with audio.

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A few ideas to help you do this:

Use powerful thumbnails. Add a nice teaser phrase that suggests what the video is about, providing an informative synopsis.

Take advantage of captions

There is no definitive proof of how many users watch videos on Facebook with the audio on (although this number is estimated to be 85%), although Facebook now plays videos automatically on mobile with audio.

The setting can be disabled and videos can be played without sound on the mobile phone if a user’s phone is in silent mode.

Subtitles can help users understand your video even when there is no audio. One study found that CTA clicks decreased by approximately 26% when captions were not used.

Using captions helps reduce the chance of losing the user if they cannot understand the video without sound.

3. Choose a name wisely

Make sure your video has a descriptive, catchy title so it can be easily searched by users.

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Like optimizing individual web pages (your title tags and meta descriptions), your Facebook video should include an appropriate title with targeted keywords to increase visibility. This also leaves some room for confusion for the users.

4. Give users a taste of the content

Use your Facebook post to describe the content of your video. This will help convince users to commit to watching the video.

Taking the time to stop and watch a video online can seem like a big time commitment to some.

By giving Facebook users a brief overview of what the content is about, you can help increase the chances that the video can spark their interest and that they will see it.

An informative sentence and an appropriate thumbnail can easily achieve this.

5. Add a call to action

Adding a call-to-action (CTA) gives Facebook users clear guidance on what you want them to do. It is as if the user has a straightforward guide.

CTAs can encourage higher clickthrough rates (CTRs), conversions, and more.

The ideal places to place a CTA:

Inside the mail copy. Throughout the video. At the end of the video with a text overlay.

6. Shape conditions

When formatting your Facebook videos, pay close attention to whether you are using a square video or a landscape video.

Square videos receive greater engagement, views and reach – especially on mobile.

This makes sense as the majority of Facebook users use their mobile devices and square videos occupy the majority of real estate on the mobile news feed.

7. Keep It Simple, Stupid (KISS)

This classic point can be used on many things, including encouraging engagement with your Facebook videos.

Try not to throw too much at the users at once with a Facebook video. Facebook video viewers are usually not looking for a complex video essay, but rather easily digestible and shareable content.

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To increase the likelihood of a video being consumed and then shared, it needs to emphasize a simple, easy-to-understand point.

Making your content easy to digest and understand will increase the chances that users will actually share your videos.

8. Take others (when applicable)

If other people or companies / brands helped (or appear in or are mentioned in) your Facebook video, or if you think others would be interested in watching it, then it might be a good idea to tag them .

Just make sure to keep tagging relevant and on the topic.

Labeling is easy.

Enter the “@” symbol before the person or title of the page you want to tag.

Take full advantage of the insight

Facebook provides insights such as average viewing time, total minutes, etc.

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This can provide valuable knowledge about which videos users find the most engaging, as well as help plan future social video strategies.

10. Post directly on Facebook

Adding videos directly to Facebook helps them rank in a more prominent position in the news feed.

If you have a YouTube video that you would also like to share on Facebook, avoid copying and pasting the YouTube link and sending the video directly to Facebook instead.

11. Tailored copy specifically for Facebook

You probably have a presence on several social media platforms.

But it’s a smart idea to create an individual copy that is tailored specifically for Facebook.

This way, it’s easier to avoid sounding automated and generic across channels, and it also allows you to play to each channel’s strengths.

For example, with Facebook, there is a much longer character limit (63,206) per. Bulletin. When needed, you can use this to deliver longer messages that are likely to get more engagement.

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Comments also have a character limit of 8,000, which invites users to write more extracted messages on individual posts.

12. Consider going live

Facebook’s algorithm has been updated to favor live videos, as data has shown that live videos typically hold a user’s interest for an extended period of time.

Live videos have also been known to cause a bump in users exploring the content of the page (even if it is not the live video itself).

The hypothesis is that brands that come in front of their audience in this very direct way can help increase their level of relatability and trust.

In addition, Facebook will record the live video and publish it directly on a page when the recording session is over.

13. Use the correct video formats

Ideally, the most optimal video format for Facebook is MP4. Facebook supports a variety of formats, but they specifically recommend either MP4 or MOV formats.

MP4 also tends to be the best format for Facebook video ads.

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14. Use Facebook stories and ad stories

Like Instagram stories, these are 15-second videos that appear between stories and disappear in 24 hours if they are organic Facebook stories.

However, Facebook Stories ads are also 15 seconds, but do not disappear within a day.

These can be very engaging video formats. They appear right at the top of the app, and users are more likely to see them as soon as they enter the app.

About 62% of people have said they have a greater interest in a product or brand after seeing a Facebook story.

15. Facebook 360 videos

These videos are created with cameras that record 360 degrees of a particular scene. This allows a user to view from any angle you want by moving your finger around the video while it is playing.

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These videos can be viewed in a news feed and can be either monoscopic (seen from a single eye perspective) or stereoscopic (seen from a left and right eye perspective).

360 videos allow brands to showcase their human and related elements by recording workspace, events, etc.

Conclusion

In a world where you have less than 3 seconds to capture a user’s attention, it’s important to spend some time strategizing the best ways to do it.

Facebook is an incredibly powerful outlet. Use your Facebook videos strategically to take full advantage.

More Facebook Video Marketing Resources:

Image credits

Screenshots taken by the author, August 2021

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