The Basics of Creating Effective Video Content for Facebook & IGTV

You’ve probably heard by now that “Video Killed the Radio Star,” but in the case of social media, video has killed the image instead. Video is the direction digital marketing is heading, especially on Facebook and IGTV. Studies have shown that more people engage with video content as opposed to photo content, and these social network algorithms are starting to reflect that change. Social media platforms are even being redesigned to allow video marketing to take the spotlight—for example, Instagram replaced the “+” icon (for publishing photos/posts to the feed) on the bottom menu with the Reels button.

Just like with any media, your content must be high quality to gain viewers, increase your customer base, and add followers to your channel. Facebook and IGTV will now prioritize videos over still images, as data proves social media users love video.

Facebook recently partnered with Analytic Partners and The Lab to provide some insight into the key elements of creating successful video content. Analytic Partners found that “on average, one dollar invested on social online video drove 39% more sales than the same investment on social static images.” They also found that “the single largest impact on online video performance was creative quality, with 70% of the potential ROI coming from the creative itself.”

These stats spurred Facebook to create a list of best practices to help marketers get the most out of their content. Here’s what we found to be some important key points about video advertising on Facebook and Instagram:

  1. Make it visually appealing. Video marketing needs to grab the viewer’s attention, so use fast movement at the start of the video, close-ups of products, and bright colors. You don’t have a long period of time to get your message across, so start with a bang.
  2. Build it for mobile. It’s much more common for someone to be scrolling through Facebook or Instagram on their phone rather than a computer, so make sure the video is framed for mobile devices. The format should be vertical for Facebook, for example.
  3. Be clear and concise. Viewers won’t always stick around until the end of your video to find out what the ad is about. Because viewers tend to scroll through their feed relatively quickly, you need to make your point, convey your brand, and express the call to action all at the front end of the video.
  4. Don’t rely on sound. Make your video content accessible by including closed captions. Data now shows people often scroll their feed and watch videos with the sound off; plus, it’s essential if your viewer is deaf or has a sensory processing disorder. Either way, all viewers should be able to understand and enjoy the video without needing to hear it.

Do you need help creating content for your social media channels? That’s My Idea Marketing has been helping clients get results from their marketing since 2003. Contact us to learn more, today!