Once you are shared to relevant groups, your content will continue to proliferate through an audience that is primed to be interested in your products or services. Promote shares and engagement Ask your followers to share your content and engage with your content. When appropriate, try to make your videos have a touch of humor. Make sure your video has value Valuable videos are the ones that are reacted to and shared the most. Who is this video useful to? Remember: content marketing isn’t commercial advertising and not all of your content has to directly relate to your products. On your posts, you can view who is engaging with your posts, what types of engagements are being made, and how often your posts are being shared. Your statistics will show you when people are engaging with your posts, which content they’re most interested in, and whether more posts are being shared than others. You can also ask Facebook to drill down to things like “people who have close friends who have birthdays this month” or “people who have children the age of 12 to 14 and who also like sports.” While it’s understandable that you might not want to invest too much in paid advertising when initially growing your campaigns, it can give you a tremendous boost. As long as you produce interesting content that your audience connects with, you should be able to defeat those algorithms.
In 2018, Facebook dramatically changed the way that its content feed algorithm worked. Rather than posting things based on engagement and chronology, Facebook now boosts the content of family, friends, and relevant groups. That was great news for most Facebook users, but it made marketing a bit of a challenge. Corporate and public videos are now pushed down in comparison to content, which makes beating the algorithm a necessity.
Here are 11 Facebook video secrets that will help you beat the algorithm.
1. Post to the right places
Facebook is concentrating on promoting things that are relevant to each user. As a consequence, content that is posted to groups that the user already follows and engages with is going to be promoted to them more highly.
Joining relevant groups and sharing your content (while following their content guidelines) can be a solid first step towards building your engagement. Once you are shared to relevant groups, your content will continue to proliferate through an audience that is primed to be interested in your products or services.
2. Think about evergreen content
It takes a little longer for Facebook content to build up momentum now, and that means that you need to think about investing in evergreen content. Evergreen content is non-seasonal and non-topical; it’s content that’s always going to be interesting to users. You don’t want to post a Holiday-themed post just a week before the holiday to see it gain traction just as the holiday is over.
While seasonal, topical content does have its place, evergreen content can be promoted more long-term. This allows you to build shares and likes and gives it far greater ROI. At the same time, small amounts of seasonal content can be used to reinvigorate your audience base.
3. Keep your videos short and sweet
When it comes to marketing, a lot of questions have vague answers. Depending on your audience, different content styles, and different calls to action, may be more effective. But length isn’t one of those questions. In fact, it’s pretty clear how long a Facebook video should be: between 60 to 90 seconds.
Once your video hits 90 seconds in length, engagement starts sharply dropping off. Most people aren’t primed to sit down and watch a long video. Interestingly, this pretty much correlates to average traditional commercial times. Attention span hasn’t really changed: the medium has.
4. Don’t rely on sound
Most people don’t want a video to start playing sound or music when they watch it. Instead, rely on captioning. Creative and engaging captions can keep your audience watching for longer and will help them understand your video without the sound one. Likewise, videos that automatically play loud music usually get people to close the tab entirely, rather than continue watching.
Newer audiences don’t just like captioning; they also like to see reactions, emojis, and other interesting video features. Take some time to experiment with adding reactions and emoticons.
5. Try out Live Broadcasts
Facebook’s algorithms are heavily promoting live broadcast streams. If you have a following right now, try out live broadcasts to improve your engagement. Live broadcasts have far greater levels of engagement than regular videos and can let you interact more directly with your audience.
Of course, live broadcasts need to be used alongside a more comprehensive video marketing campaign – live streaming is more likely to be viewed by your audience, so you need followers first.
Live broadcasts are especially useful for things like short updates, insight into your company, and question and answer sessions with your audience. They help your audience connect with you on a more personal level. A short, brief live stream once a day can be enough to keep your audience engaged and active.
6. Pay attention to your synopsis
As with all things in marketing, make it brief! The synopsis…