There is no denying that video content has become increasingly important when it comes to grabbing the attention of your online audience. With Facebook hosting over 4 billion video views a day, video content growth is rapidly increasing.
At the 2018 F8 conference, Facebook revealed how its new algorithm will impact video engagement on your social media accounts. There was a tonne of exciting information from this announcement, but we know you don’t have all day! So here is a summary of the best bits, from us to you
1. Go long or go home
Snackable video content is de-prioritised by the new algorithm. This means we want to see valuable content, that users can come back to and continue to engage with. Although this may mean the end of the funny cat videos that we all know and love, it also means the path is cleared for new, exciting content that we are guaranteed to enjoy.
2. Make it communal
Facebook wants you to avoid passive consumption of video content. It’s time to say goodbye to those cringe-worthy memes, and welcome some real, quality content! The new algorithm will favour video content that engages users and keeps them coming back for more.
3. Less is more. Less content, more quality!
The two main factors Facebook has introduced for determining quality content are social searches, and subscriptions. Are people searching for your video content? Are they returning to watch it again and again? These are the key factors Facebook will be using to determine the quality of the content you’re producing.
4. Make it worthwhile
We want to see content that is worthy of advertising. Yes, this might sound harsh, but we want the best for you! So you’ve got to hear the truth. Worthwhile, quality content with significant depth, length, and substance will go far in the new Facebook algorithm. We recommend producing educational, PTC videos that provide value and build trust with your audience.
5. Rough it up
Against everything we would usually tell you to be, this time, we want to see your content raw and unpolished. Facebook will be favouring real content that is direct from the user to the consumer. Make your video content unscripted, use Facebook live; this will make your video content more relatable and help you cultivate a loyal following of engaged users.
6. Call to action 2.0
Are you using the same CTA with every single post? It is time to step it up, and give those action calls a makeover! With the new algorithm updates, you will be able to use new CTA options including asking users to support or join groups. Keep it fresh and think about what audience you are targeting with your CTA button, to make the most of these latest developments.
7. Ads, ads, and more ads!
As the number of developers for Facebook Messenger doubled last year, growing from 100,000 to 300,000 active bots on the platform, there is a great opportunity here for you to exercise your full advertising scope. Sponsored Messages through the Facebook Messenger app will allow you to retarget ad re-engage with users who have interacted with your Facebook video content. Using Sponsored Messages to re-engage prospects who had previously started conversations can have a significant impact on the success of your click through rate.
Optimise your video content to reach the full potential of Facebook for a business. Give these best-practice strategies a go today! and start seeing quality results from your efforts on social media!
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