HomeOPINIONHarnessing video on Facebook

Harnessing video on Facebook

Last November, Facebook CEO Mark Zuckerberg said, “In five years, most of [Facebook] will be video.” We’re already seeing that shift to a visual language come to life on Facebook. In just one year, the number of video posts per person has increased 75 percent globally.

Last year’s Ice Bucket Challenge for MND highlighted this trend. Seventeen million ice bucket challenge videos were shared on Facebook, and over 440 million people viewed these videos more than 10 billion times. 

In New Zealand, 2.4 million people use Facebook each month, and 1.9 million of them access Facebook every month on their mobile phones. Mobile data is now cheaper than ever, with high-quality video tools standard in every new smartphone.

Businesses now have new opportunities to reach people in a visually vibrant way using sound and motion on a screen that is with people everywhere they go. The key to success here is being able to bring the story to life in a matter of seconds. We call that “thumb-stopping creative.”

Short-form content that grabs a viewer’s attention within the first few frames and seconds will dominate. We also advise brands to use video that works without sound so people are engaged even if a video is playing silently inline. Consider a text overlay that doesn’t require audio.

In 2015, the traditional model of creating single pieces of content for mass audiences will change. Online audiences demand content that is specifically relevant to them. We’ll see dozens, if not hundreds, of pieces of short-form content served not to a single audience but to dozens of audiences. Likewise, sequential story telling across multiple pieces of content will become essential.

To help business on this journey, we recently introduced ‘Learn How,’ an online learning centre that introduces new marketers and small businesses to Facebook pages and ads. Using videos, images and step-by-step instructions, Learn How answers frequently asked questions, like how to create a page or how to create a custom audience. The Learn How content library is set up so you can work through content like an online course or as a reference for one-off questions. 

This story was originally published in NZ Retail magazine issue 737, April/May 2015.

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