Stand Out with Facebook Video

by User Not Found | Jun 29, 2016
According to Facebook, its users spend an average of 1.7 seconds on a piece of media in their newsfeeds on mobile and 2.5 seconds on desktop. What can you do to make the most of that 1.7 seconds? Unfortunately, according to a recent study from Facebook IQ, many brands are not taking advantage of some best practices, like branding, sound, and messaging. 

To conduct the study, Facebook sampled 850 English-language videos over the course of a year. The results were surprising: only 24 percent of the videos were understandable without sound, 46 percent had recognizable branding and 23 percent had consistent and easy-to-understand messaging. This goes to show there’s a lot of room to stand out in Facebook video. Here’s how: 

Say more without sound 

As a default, Facebook videos automatically play in the newsfeed without sound. It’s important your messaging comes across on mute. Turn on the closed captioning feature if your video has narration or dialogue.

Make an impression

Including logos, branding and similar messaging across channels enhances ad recall in consumers and makes your name more memorable.

Have a clear-cut message

Viewers of your video should come away with a sentence or sound-byte of what your ultimate message was. Keep this message in mind through all steps of the video-making process. This also helps with consistency across channels.