Facebook Video That Engages and Converts

Social Insider conducted a study of over 9 million Facebook videos. You might like to read the full report, but here is a brief summary of the results, all of which I find surprising:

  • Video use on Facebook is increasing steadily
  • Vertical videos engage more than landscape/horizontal
  • The optimal length is 2-5 minutes
  • 3 times as many people watch live video as pre-recorded, but only 11% of businesses on Facebook do live video
  • Descriptions over 300 words work better than shorter descriptions, and questions seem to have no effect on engagement.

Social Media Paint-by-Numbers: Conclusions

Part of a series

In our review of Hubspot’s report on social media platforms we’ve discussed how each is most effectively used:

  • Twitter: seeking what’s new, connecting with you (warm & fuzzy)
  • Facebook: communicating with those they know, blocking those who annoy (warm & fuzzy)
  • Instagram: bonding, seeking increased intimacy (warm & fuzzy)
  • YouTube: seeking what’s new, taking action (NOT the place for warm & fuzzy)
  • LinkedIn: communication, open discussion (businesslike)

Here’s the shortest social media plan in the world: use Twitter and YouTube to let novelty-seekers get to know you, then Instagram and Facebook to increase the connection, and finally, LinkedIn to forge a business relationship.

That’s what Ausoma helps you do: to be social and get noticed.

If you’ve been struggling with your social media presence, or you’d like confirmation that you’re on the right track, our free 15-minute social media consultation is the place to start.

Paint-by-Numbers: Facebook

Part of a series

According to the research on social media usage patterns reported in HubSpot’s article, people generally use Facebook for communicating and blocking. While those actions are both obvious, what may not be obvious is that both have value to you, the entrepreneur author.

Communicating

Good Facebook posts encourage followers to communicate with you as a brand. Just as important, a good post encourages followers to communicate about you with their existing circle.

Blocking

More than those of any other social media platform, Facebook users are more likely to block unwanted content. Reasons for blocking range from the extreme (content the user finds offensive) to benign (content the user has no interest in.)

What to Do

  • Use Facebook for two-way communication. Write posts which clearly indicate your desire to engage, and then, when followers respond, keep up your end of the conversation.
  • Give your followers the words for word-of-mouth. Write posts which are good communication with your followers but which are also shareable—and ask your followers to share them.
  • Be yourself unashamedly. Write posts that will make your followers feel like insiders, part of your tribe, even at the risk of alienating others.

What NOT to Do

Facebook is, surprisingly to me at least, a warm and fuzzy place for most users. They’re chatting with family, catching up with old friends, sharing a laugh.

Do not use this friendly communication channel to hawk your wares. Do not pester, badger, harass, harry, or otherwise sell them to death. The type of selling you’ll do on Facebook is what you’d do at the coffee shop with a friend: you might mention your book or services if it comes up naturally in the conversation, in fact, you should, but otherwise, it’s not a pitch-fest, it’s a conversation.

An adjunct: in that coffee shop conversation, you wouldn’t send your friend somewhere else to, say, get a scone to go with their tea, or suggest that the napkins down the street are softer and more absorbent. It turns out that linking away from Facebook isn’t very effective. Keep people on your channel; they’ll go find you elsewhere if and when they’re in the mood.

Do not water down your personality. If anything, dial it up a little. Your insiders will love you more. The propensity to block unwanted content on Facebook is a plus for you: it means you’re not wasting effort and possibly an advertising budget chasing fence-sitters and the uninterested.

Allowing potential followers to self-select is exactly the right thing to do, whether they get down off the fence on the inside or the outside. After all, you can’t have insiders if there are no outsiders.

Social Media Paint-by-Numbers

A recent research article by HubSpot helped me see why I like certain social media platforms and dislike others. It also contains lessons on how to make better use of both those we like and those we don’t.

As we’ve written before, there’s no magic bullet, no perfect time to post or special place to find all your business in one fell swoop. There is, however, meaningful data on how to use each platform to get the most out of it.

In the coming weeks I’ll be writing about how people (mostly unconsciously) perceive the major social media platforms, and what that translates to for your own use (and, of course, how it affects the services we provide for our clientele.)

Watch for it each Wednesday for the rest of the winter.

The Series

Twitter
Facebook
Instagram
YouTube
LinkedIn
Conclusions

What I Learned from Facebook Insights

What I learned from Facebook insightsAs part of my year-end business plan, I reviewed the Insights section for my Facebook business page. There is an export option which I chose. The .csv file I downloaded was huge! There is a ton of data collected, from demographics about your followers to what types of action is taken by those followers on your page. I originally downloaded a report for a whole month and was overwhelmed with all the data in the file. So I went back and downloaded just a week’s worth of data. It was still a bit overwhelming but I managed to wade through it all.

What I wanted to know primarily was the demographics of my followers. I learned that the majority of my followers are from the U.S. Interestingly, I have followers in Australia, Bangladesh, Bahrain, Germany, the Philippines, India, Canada, and the UK.

Though there are several male followers, the majority are women between the ages of 35 and 65.

How does it help to know this? It helps me to know who my audience is so I know how best to market my services. I can then tailor any Facebook ads to target an audience of women living in the U.S. between the ages of 35 and 65.

I suggest you download your Insights and analyze them specifically to see who your target audience is and then create an ad targeted to that audience. Let me know how it goes!