Best Practices For Posting Video Content on Facebook

People often associate Facebook with photos and written posts, but the platform has also become a central hub for video content. According to Meta, Facebook users spend 50% of their time on the platform watching videos. 

Businesses can take advantage of the popularity of this type of content with video marketing. Funny product demos or informative how-to videos can engage your customers and generate new leads. As your audience grows, you’ll build brand awareness and have new opportunities to sell your products and services. 

This article highlights the importance of posting videos on social media. We’ll also share our best practices to help you create video content that resonates with your customers. 

Why Should You Post Videos on Facebook? 

Creating a video can seem daunting, especially if you’re not used to filming and editing content. However, the potential benefits of sharing this type of content on Facebook make it well worth the effort. Here are three reasons to add videos to your Facebook content strategy. 

Engagement 

Let’s be honest: We’ve all been sucked into an endless vortex of videos on social media. Platforms like Facebook and TikTok make it effortless to consume videos with autoplay, personalized recommendations, and other features. 

Online videos naturally capture our attention more than other forms of content. The human brain processes and retains visuals more effectively than text, and videos present viewers with a constant stream of images and sound, making them even more compelling. 

Facebook also encourages viewers to interact with videos by commenting on, liking, and sharing them. These actions increase engagement and help users remember your brand. 

Reach 

Videos can help you reach larger audiences through shares. A single video could reach viewers in California, New Zealand, and countless other locations. 

This global reach can boost your brand’s visibility and unlock new markets. You can also use Facebook’s ad targeting tools to reach niche audiences that are more likely to engage with your content. 

Expand your reach by recycling content on multiple platforms. For instance, a Facebook Reel could become a YouTube video to engage different audiences.

Performance 

Facebook’s algorithms favor high-quality, engaging videos. This content tends to perform better for longer than static images and other types of content. Additionally, you can tweak a video if it doesn’t perform as well as expected. 

3 Best Practices for Posting Video Content on Facebook 

The video production process involves more than shooting a few scenes on your smartphone. This approach requires careful planning, editing, and testing. Follow these best practices to set yourself up for success. 

1. Frame to Tell a Story

You may feel tempted to film videos horizontally, but experienced content marketers frame their visual stories in a vertical format. That’s because most people watch Facebook videos on their smartphones in a vertical orientation.

Use a 4:5 aspect ratio to maximize the space on mobile screens and optimize the viewing experience. Tools like Smart Crop make it easy to reframe and resize videos' aspect ratios. 

2. Keep the Conversation Going

People comment on Facebook videos to share their opinions. Acknowledge their contributions by responding to comments quickly and thoughtfully. This simple engagement will humanize your brand and encourage more people to comment, allowing you to build a community of followers.

You can also increase your brand’s visibility by commenting on other users’ videos. Look for accounts in your niche and add to the conversations on their videos. This approach will help you attract new viewers and establish your expertise. 

3. A/B Test Your Videos to Learn What Resonates 

Most content creators don’t create viral videos instantly, and that’s OK. Take some time to experiment with your videos and develop a content marketing strategy that works for your brand.

A/B testing can help you learn about your audience and optimize your performance. This process involves sharing different versions of your videos and analyzing how they perform. For example, the Meta Creator Studio’s Post Testing feature lets you test different captions, headlines, music, and other elements.

Additionally, you can experiment with different types of video content, such as: 

• Behind-the-scenes showcases 
• Customer testimonials 
• Event highlights 
• Live streams
• Product reviews 
• User-generated content

Study your top-performing videos to identify the features that appeal to your audience. For instance, your customers might engage with a humorous call to action but ignore a demanding one. Build on your past success stories by creating more content with similar elements.

Hook Customers With Compelling Videos

Facebook videos are one of the most effective and memorable ways to engage your audience. A single Reel could generate dozens of leads and expand your reach to new audiences.

Optimize can help you create unique, persuasive videos. Our expert social media team manages client accounts on Facebook, Google, YouTube, and other platforms. Contact us today to learn how we can grow your online presence.