Advertising Age magazine arrived last week, so I had my lunch time reading material for the week.
A quick blurb caught my eye in the Digital News section, “Video Explosion Underway at Facebook.”
As much as telling a social story, Facebook trends provide marketers a view into the mobile device population (see hard to reach C-Level executives and decision makers). According to a recent The Verge article, 30% of FB users, roughly 399 million users, only log in with their phones.
The video consumption stats paired with a population turning more to mobile – lead to major implications for social marketers. Particularly, those marketing professionals looking to reach mobile C-Level executives and decision makers.
Some quick hits from the piece:
- World-wide, people are posting 75% more videos to Facebook than they did a year ago.
- U.S., 94% more videos posted
- The number of videos showing up in people’s news feeds has increased 360% compared with last year
- Between June 2014 and September 2014, people collectively averaged 1 Billion video views on facebook, per day.
- 65% of these views are happening on smart phones and tablets
5 juicy takeaways for the marketing and lead nurture professionals
1. Cross posting video, more important than ever
The stats can’t be ignored. When you’re getting ready to post your product video to Linkedin or tweet a video from your tradeshow – don’t forget a quick crosspost over to Facebook.
Cross posting is simple technique where you post a single message to two or more social networks. Its important to edit the message a bit depending on the audience and network, but with modern marketing automation tools, it’s easy and can lead to more social traffic to your site.
2. Use video to reach the mobile audience
The growing mobile Facebook community is consuming more video than ever. It makes sense as it’s easier to click and watch a video on your phone, than sitting down to read a detailed six page white paper or article.
Consider a heavier dose of video content in your Facebook posts and paid social advertising programs. This is particularly true for audiences and prospects at earlier stages in the buying cycle, where video historically has been prefered.
3. Video content more important than ever
As you’re considering your marketing content mix for early 2015 – look to incorporate more video and interactive demos for your social audiences.
Additionally, look to create new content around existing videos. For example, watch an existing video or demo, then craft a few paragraphs providing perspective or commentary around the content.
Create take-aways and implications that will provide value to your audience. In less than 30 minutes, you can create additional content and value that can be shared through social media platforms.
Your audience will thank you.
4. Content of video more important than ever
This is not a repeat of number 3 above. The explosion of video on Facebook has led to increased competition for viewer attention. This means, your video content must be directed at the right users and provide value enough for them to click.
Consider the timing of your posts too. The best time to post your Facebook videos on your company or group Facebook page is mid-week between 2pm-4pm.
According to FastCompany, the peak Facebook posting time coincides with the “Afternoon Slump” experienced by your audience.
5. But, don’t go video crazy
The trends suggest an increased preference for video among Facebook users, but don’t abandon other content types or audiences further along in the buying process.
Video has long been the preference of tire kickers at early stages of the buying cycle. Users trying to determine available solutions, features and options available.
As users move along the buying journey, more detailed whitepapers, case studies and product guides are consumed at higher rates.
The key is balance – Yes, video is exploding on Facebook…use this fact to justify more video in your social marketing activity, but be sure to measure and analyze what works. Analysis of your marketing efforts and measuring direct impact on sales will always be the true indicator of where your marketing resources should be directed
