While different methods of marketing are constantly surfacing and evolving, video continues to have a lasting effect on consumers. The medium works across industries and is now showing its versatility and effectiveness across social media platforms, particularly Facebook.
Video is an engaging medium that comes closest to depicting real life and can stir a real connection with the customer. Brands across industries are using video as curated content for their target audience with continuing success.
Video is quickly permeating the social media sphere as its consumption online continues to grow. Just last year, the number of video posts per person on Facebook increased 75% globally and 94% in the US. Moreover, the number of videos from people and brands in users' news feeds increased 360% compared to last year.
Not only are brands rushing to Facebook in hopes of engaging their customers, they're finding significant success. Facebook video ads have the highest engagement rate and the most shares, beating YouTube, Vine and Instagram. .
So, we get it, video is popular. But how do brands leverage this medium and engage their Facebook communities?
Carefully Created Content
One of the secrets to successful video campaigns on Facebook is understanding your customer and creating engaging content that speaks directly to them. In the contemporary world of endless feeds and fielding constant advertising in various forms, successful Facebook video ads should resonate with the targeted customers and grab their attention quickly.
For a recent campaign for Cedar Rapids Restaurant Week, we wanted to engage restaurant-goers in the community and engage them enough to visit the participating restaurants. With a series of short-form, hyper focused videos, we were able to capture and spread the anticipation of the annual event. The curated content resonated with the target customers and had a significant impact on turnout - over half of surveyed participants reported hearing about the event through Facebook content.
A huge benefit to using Facebook video ads is the ability to target specific groups of engaged customers – compared to the average online reach of 38% for targeted campaigns, Facebook targeting is 89% accurate. From location and demographics to even interests and behaviors, Facebook allows you to carve away irrelevant users and specifically target the audience that will benefit from and engage with your content the most.
When we teamed up with the Cedar Rapids Kernels to promote their summer Little Caesars College Night, we knew a Facebook video campaign was the perfect fit. With its narrow focus in both content and audience, we were able to create a video specifically targeted at local college students that resonated with a typical experience at a baseball game for that demographic. With a high relevance score from Facebook, the video garnered more than 11,000+ views and counting with a high engagement rate.
With advanced metrics, fine-grained targeting capabilities and the large proliferation of videos constantly being uploaded and shared, video marketing on Facebook should be an essential part of your content strategy. Interested in other ways your brand can benefit from social media? Download our eBook Top 5 Ways Social Media Can Grow Your Business.
Pranav is the Social Media Community Manager and Website Project Manager at Fusionfarm. He is currently working on numerous social media marketing efforts for a number of Iowa-based businesses as well as national franchisees. Pranav loves IPAs, new cuisines and photography.