There are now 8 million video views per day on Facebook. In just six months last year it doubled, and it is eight times what it was one year ago.
The numbers show impressive growth but what has brought it on is Facebook’s auto-play feature. It is Facebook’s effort to shift to a “video first” format. And, it will allow it to compete with YouTube.
Facebook says: “We know that video viewing is exploding around the world and much of this growth is being powered by mobile device. More than 65 percent of Facebook’s video views are happening on mobile.”
If you put a business related video on Facebook, make sure that in the first seven seconds you have a strong graphic element to lure in viewers. Although there is an auto-play feature, sound is not activated unless you touch on the screen in the first seven seconds. Here are some other key elements of digital video:
- Short is better. Ideal lengths of digital video is 0 to 120 seconds.
- Use graphics in the front end and back end of video timelines.
- Be specific in shots and convey new information with each image cluster.
- Keep emotion level high. That’s why you use a video, it’s great for demonstrating, but it is even better at communicating emotion.
- Match content to the medium. A TV ad is not a good Facebook ad and vice versa.
- Front-load the good stuff. People may not wait to see your bang-up shot at the end.
- Audio-video linkage. What you say in the script and what you show need to match. If they don’t, you really don’t understand video communications: try shaking your head yes, but say no. It just doesn’t work.