Telling a Silent Story – How to Optimize for Facebook Video

Scroll through your Facebook newsfeed and notice how many videos you pass by. Facebook video has become a staple of the social media giant. Individuals and brands alike are using Facebook video to share their story. If you’re using video as part of your brand marketing there’s one key factor you can’t forget, getting your message across in silence.

Over 80% of Facebook video is viewed without sound. Up until this past February, Facebook’s auto-play feature left the sound off as a user scrolled by a video. Because there was an extra step of turning the sound on, users were simply watching in silence. Facebook has recently changed this feature to play sound, so long as your devices volume is turned on. Even with this update, ensuring that your video is just as engaging in silence as it is with sound is vital.

So, how do you capture attention in silence? Here are a few tips.

Plan Ahead!

Regardless of the audio, planning your story ahead of shooting is key in creating a great video. When mapping out your script, pin point your key messages and think about how these can be visualized. Pretend you won’t be using dialogue for a moment (and maybe you’re not!). What would you or your actors do to show the right expression or emotion without dialogue to back it up? Make these notes part of your script.

Use Graphics or Powerful Imagery

If appropriate, graphics can be a great way to help push your key messages through without having to hear the audio behind it. Strong shots and powerful imagery can also evoke the emotion you want, without being able to hear the music you chose or the voiceover you may have.

Add Captions

Make it simple for your viewers and simply add captions to your video. Facebook claims that videos with captions are viewed 12% longer than videos without. Make sure your captions are non-intrusive and simple to absorb. If you’re creating a video ad, Facebook’s Ads Manager offers a feature to automatically create captions or load them in manually. Take advantage of this, any little bit helps to keep someone’s eyes on your video and scrolling on to the next.

Don’t Ignore the Audio

Don’t forget that while most people start videos without sound, there are still those that turn the volume up. Make sure that you’re still taking the time to choose the right music and that your spoken dialogue is engaging.

Not sure where to start with Facebook video? Contact us for an evaluation today.

Choosing the Right Music

They say music is worth a thousand words. But, all too often, the role music plays in telling your story is often underestimated. Music shouldn’t be an afterthought when it comes to video production. The right music choice can bring your story to life and evoke the right emotions from your audience.

When crafting your story, music should be on your mind right from the start. For example, if you’re creating a product demo or investment video, you’re going to want to evoke excitement. The last thing you want to do is ruin your well-crafted story by laying in a dark, slow track.  You want to select something light, upbeat and happy to leave your audience feeling positive about what they’ve just watched.

More consumers are engaging with brands through emotion than in past decades. Music and emotion go hand-in-hand when it comes to how we, as humans, connect. Giving your brand the right audio tone is just as important as making sure you’re logo and brand aesthetic is memorable.

Don’t let your content marketing go down the wrong path by ignoring your choice of music until the end of the process!

Not sure what the sound of your videos should be? Contact us for an evaluation.

3 Things You Must Remember Before Shooting Your Video

As you read in our last blog, the benefits of adding video into your content marketing plan are undeniable. In addition to raising conversion rates and increasing engagement, video also gives you the opportunity to take your content across multiple touch points. Before you begin the production process, here are three things to remember to maximize your content.

 

1. Know Where You’re Going To Put Your Content

When you’re planning your production, make sure you consider all of the places you want your video to go. Do you want to post it on Instagram? You’ll need a :60 cut. Do you want to utilize Facebook video? Since 85% of Facebook video is watched without sound, you may want to think about a style that gets you message across even without audio.

There’s a lot to think about when you’re in the planning phases of your video. Having a clear plan for how you want to use your new content will help direct the creative process and can alleviate too much post production work and cost later on.

 

2. Know How You’re Going To Package Your Content

Shooting the video is just one step in the complex marketing process. Once you know where you want to place your content, think about how you’re going to package it. One video can provide you with a plethora of content that you can use across multiple channels. Think about how you are going to position your content across varying platforms, while maintaining a consistent message.

For example, your video should have a home on YouTube. That YouTube video can be embedded to your website along side a blog post or article explaining more about it. That blog page can be shared across your social media channels and perhaps in an email blast. The combinations can be endless. Think through which outlets your audience is using most. Position your content strategically and always give your audience a path back to your website.

 

3. Know How You’re Going To Measure Success

As with any marketing plan, you must think about your end goals. Creating content for the sake of creating content is rarely going to yield something valuable for you. Understand what you want out of your video before you start the production process. Again, this will help you shape the creative to better get you to your end goal.

If you’re looking for more website traffic or to raise awareness of your brand, make sure you’re thinking about SEO when creating your YouTube description and titles. Set up a plan to keep track of views, clicks to your site and make sure you’re able to follow that user through to conversion. If you’re looking to build social followers, make sure you create shorter cuts of your video and that they are displayed in the optimal specs for each site. If you have a business page on most social sites, you’ll be able to track views, clicks and shares of your content. Lay out your goals in the pre-production process and you’ll be more likely to see the results you want later on.

These are just a few things to remember when you’re getting ready to launch a new video. Contact us to discuss your content marketing plans and to get a quote on your new video.  

What’s Missing From Your Marketing? Video.

There are a few buzzwords when it comes to content marketing that you can’t quite get away from. Things like storytelling, snackable content, data driven content and personalized content are flying around agencies and brands alike. Buzzwords or not, these topics are gaining traction for a reason. Today’s customer doesn’t want simple print ads anymore. They aren’t going to engage with your standard banner ad or carefully worded tweet. They want content and better yet content that is specifically targeted and designed for their exact needs. With 55% of consumers watching video online every day, video has gone from being a “nice to have” to a “must” over the last few years.

If you haven’t integrated video into your marketing strategy already, now is the time to start. The days of one TV commercial hitting a blanket audience on one channel at a time are done. Now, you can tell your brand’s story in a video that can not only be specifically targeted to someone’s exact preferences, but it can be used to target that person across a variety of platforms and outlets.

I'm sure you don't need me to tell you that video is an effective way to share your brand story, build relationships with your current and prospective customers, and convey your value in the marketplace - now more than ever. In fact, according to this post from CRM company, Hubspot, including video on a landing page can increase conversion rates by 80%, while 92% of mobile video consumers share videos with others.

According to another study by Insivia:

  • Snapchat users watch a total of 10 million videos per day

  • 82% of Twitter users watch video content on the platform

  • Consumers spend an average of 2.6x longer on a web page with video than without

  • YouTube has over 1 billions users, almost one-third of all users across the internet

With this level of content being consumed every day, the need for creative and unique video isn’t going anywhere, anytime soon. Brands and agencies need to maximize their output and ensure that video is being used effectively to tell their story. Millennials in particular don’t like to be “sold to” anymore. Consumers want to be engaged with and video provides the perfect platform to so.

If you’re looking to expand your content marketing capabilities, contact us for more information on how to integrate video into your strategy.