Video Content is King – Increased Visibility on Social Media

“Digital transformation,” “Internet of Things” – words like these are currently on everyone's lips. The internet is changing, and with it, our user behaviour. The trend towards mobile browsing has increased significantly in recent years. Terms like “responsive websites” have long become commonplace and are now completely taken for granted.

More than one in two people use their smartphone to dive into the infinite expanses of the internet. Whether on the underground, while waiting for the bus, or as a quick distraction – yes, even almost 36 percent browse on their mobile phone while on the toilet. We are always reachable and soak up information from news portals, online shops, Twitter, Facebook, and the like, like a sponge. After all, information is now quick, extensive, and accessible almost everywhere. We rush through the streets, from one appointment to the next. In one hand, we hold a quick lunch, in the other, our smartphone. We want to use our valuable time as effectively as possible. We are masters of time management.

While this digital lifestyle certainly has its advantages, it inevitably leads to an information overload to which we expose ourselves every day. Within a very short time, we decide which information is relevant to us. We have even managed to undercut the attention span of goldfish (which, after all, last a full 9 seconds) to 8 seconds. But precisely because of this information overload, it is becoming increasingly difficult to capture the attention of our target audience.

How can we draw attention to ourselves?

A look at the use of social networks provides a clear path. On average, we spend 50 minutes a day on these platforms, and every second internet user browses on these platforms, thereby bundling great potential. Going a step further, it becomes clear that video content sets a strong trend for the future. Besides viral cat videos and recipes, video posts from companies have increasingly appeared in our feeds lately. After all, a picture is worth a thousand words, as they say. And several pictures strung together in the form of a video perfectly showcase a company and its message. The video format addresses our short attention span and conveys information to us in small bites. It knows how to convince with emotions and manages to explain complex content understandably.

Facebook also recognised the unstoppable triumph of videos. Already today, twice as many people watch videos on Facebook as they did 6 months ago. It is expected that by 2019, as much as 80% of all internet traffic will be video. The greater visibility of video posts on Facebook is also due to Facebook revising its algorithm. Which content is prioritised in feeds? Previously, factors such as the interaction rate (i.e., 'Likes', comments, etc.) and the duration for which a video was watched were included. Among other things, two essential factors were added to this algorithm. On the one hand, Facebook now no longer rates a video by its playback length, but by the percentage relative to the total length of the video. On the other hand, Facebook reacts to user preferences. Those who tend to watch videos more often will increasingly find videos at the beginning of their feed. Additionally, Facebook constantly offers new ad formats. Video ads are among those with the highest interaction rate.

Despite the high success of video advertising, many companies are still hesitant. People associate cinema films, high-tech equipment, and Hollywood with this topic and we inevitably think that an exploding budget is necessary to produce such videos. But usually these concerns are unfounded, and we do not immediately have to throw around special effects and explosions. There are a variety of ways we can achieve great effects with a small budget. Depending on the target audience and the desired advertising effect, certain ad formats are better suited.

FACEBOOK SLIDESHOWS

Slideshows are the simplest and most cost-effective ad format when it comes to video ads. Multiple images or videos are automatically joined together and presented to the user. Not only the display duration and transitions of individual slides, but also the background music can be defined independently. They attract attention and are particularly easy and quick to create. For those sceptical about video, slideshows offer the ideal entry point. They allow experimentation even with existing material.

FACEBOOK VIDEO POSTS

Everyone has something to say, and it has never been easier to be heard. Today, almost everyone owns a smartphone and can easily and quickly record a video. Why not try recording a text post as a video? People want emotions and authenticity. Videos are far superior to text in this regard. Do you not know what to record? For example, involve your employees who talk about their daily lives. This gives your target audience an insight behind the scenes of your company and significantly contributes to customer loyalty. These posts do not have to be long. Divide them into short sequences of approximately 30-90 seconds. You can film several posts on one day and thus build up a valuable pool of video content that you can post over the next few days or weeks. Video posts are quick to make, do not require expensive equipment, and are therefore also a cost-effective way to present your company.

ANIMATIONS

For those who still want to rely on text posts without sacrificing the advantages of video posts, Cinemagraphs and GIFs can be used. These are images that, through their subtle movements, still attract attention and emotionally underscore the message of a text. With animations, there are no limits to creativity. Do you prefer to work with existing image material? Perhaps a Parallax/2.5D animation is then the right choice! This involves separating an image into its visual layers using image editing programmes, such as Adobe Photoshop. This could be, for example, a mountain in the background, a person in the middle ground, and a tree in the foreground. Here, the more layers, the better the effect, but there should be at least 2 layers. After the layers have been separated from each other, overlapping layers must be edited or redrawn. Finally, a camera movement is simulated using video editing programmes; I use Adobe After Effects for this. The different layers are scaled and moved according to their distance from the camera. The use of various video filters, such as lens distortion, can further enhance the effect. However, animations allow for an even greater scope, especially for a complex product or if extensive information needs to be presented understandably. Animated infographics can be displayed, as can "How-To Tutorials".

FACEBOOK LIVE VIDEOS

Live Videos represent a perfect way to interact directly with people and convey the feeling of being right in the middle of it. This video format is suitable for live streaming events or answering questions to an audience. Live videos are watched 3 times longer than other videos. To draw attention to an upcoming live stream, it is recommended to announce it beforehand. Contrary to the trend that people have a short attention span, for live video, the motto is “length does matter after all.”

Facebook recommends a broadcast length of at least 10 minutes to a maximum of 90 minutes. This is also shown in a study, which proves that the interaction rate strongly increases up to 15-16 minutes and then stabilises somewhat. A helpful feature is the display of live comments and viewers. This allows the audience to be greeted personally by name and their questions to be answered immediately. Why not try an interview with people nearby, showcasing the surroundings and atmosphere – making yourself the director. All you need is a smartphone with a camera and a good internet connection.

FACEBOOK IN-STREAM VIDEO ADS

Do you want to convey longer stories and more extensive advertising messages? Facebook helps here with In-Stream Video Ads. An advertising message, which should not be longer than 15 seconds, is displayed as a short ad break in selected videos, including on apps and websites of Facebook “Audience Network Partners”. And with success: 70% of such ad placements are watched until the end, most of them even with sound.

A technical look behind the curtain

In addition to the options mentioned, there are many other application possibilities, such as 360° videos, which make users curious through interactivity, Instagram Stories, which provide a good behind-the-scenes look, or the recently introduced function of Facebook Video Headers.

As you can see, there are numerous possibilities and tools for creating video advertising. For it to be effective, one should briefly consider a few technical points.

As mentioned multiple times, video ads must be short and get straight to the point quickly. Therefore, strong visuals must be used from the beginning to captivate viewers. After all, they should watch the video for as long as possible. Facebook only counts a video as watched if it has been played for at least 3 seconds. With a few exceptions (such as Live Videos), a length of 30 to a maximum of 90 seconds is optimal. Regarding the video format, an aspect ratio of 16:9 is the most common. For mobile devices, square videos or even better, portrait format are recommended. Due to the vertical shape of mobile phone displays, optimal space can be used, and videos receive even more attention. According to Facebook, such videos are also watched the longest.

In the News Feed, videos play automatically. Fortunately, the sound is muted by default and only activated after tapping on the video. No one wants to overhear the tenth cat video from the person sitting next to them on the underground. Because of this, you should ensure that videos are equipped with subtitles. Viewers must be able to understand the message even without sound, and at the same time, you cater to users with hearing impairments – accessibility being the key word.

Where should the journey lead?

The topic of video content runs like a common thread through the web. It is a trend that will gain even more significance in the near future. Companies must jump on the bandwagon and offer people what they expect. For a video to unfold its full potential, it must be understandable and appeal in an emotional way. A good concept, storytelling, and image composition are central components. For those who are still hesitant and do not immediately want to invest a larger budget in video advertising, Facebook already offers many opportunities for moving images to be used effectively even with a small budget and great impact.

Experimentation is worthwhile! A little courage is rewarded with a high interaction and click-through rate.