While studies often attempt to understand just what makes a video go viral, the essence has never quite been captured. We’re getting a step closer, though.
Recently, Facebook released new data in an attempt to analyze “the science behind effective videos.” The social network had Facebook users watch more than 850 videos and decide which ones worked best.
If anyone can solve this mystery, surely it’s Facebook. Its users watch more than 100 million hours of video every day, as of December 2015.
From 2014 to 2015, people posted 75 percent more videos to Facebook. During that same time, 360 percent more videos were featured in people’s Facebook news feed. In fact, more video is being uploaded to Facebook than YouTube.
With Facebook Live — its newly released live-streaming video tool — people will likely watch even more videos, specifically live broadcasts.
2016 is the year of the video. It’s the medium your audience most wants to see and engage with. Learn how to create better video using these proven tricks from Facebook’s newly released study.
1. Use captions.
Facebook videos do automatically play. The catch? It plays without sound.
Here is where you can either draw your audience in or lose them. 76 percent of videos required sound for users to understand the brand’s message.
Before posting your video, take the time to either add captions or ensure its message can be understood exclusively through the visuals. You’ll quickly stand out from the crowd.
2. Get to the point — and quickly!
You’ve got 10 seconds to make your point. If users don’t understand what your message is by then, they’re out.
The opening sequence of your video is the most important. If it doesn’t grab attention or make sense to your watchers, they aren’t going to stick around to figure it out.
Before posting your video, have someone outside of your company watch it. Pause it at the 10-second mark and see if they know what your brand or product is at this point. Do it with and without sound to make the greatest impact.
3. Include the product, brand image or logo in every frame.
The Facebook brand videos that were most understood and memorable were the ones with the product or brand image in almost every frame. Really.
Microsoft found users needed to be exposed to a message between 6 and 20 times before it sunk it. The more you include your product in your video, the more likely it is your viewers will remember it.
4. Keep it simple.
You need to keep your message simple. Craft uncluttered, easily digestible videos. You don’t need to include every cool feature of your product. Users will become overwhelmed and opt out.
Instead, focus on the big picture. Aim to invoke a feeling. Or share a message that could be summed up in fewer than five words.
Before you film, cut the copy by at least 10 percent. Your video will be better for it, and your audience will better grasp what your brand message.
About the Author
Emma Fitzpatrick is a freelance writer and marketer, whose specialties include content marketing, social marketing and short, snappy writing. Pick her brain more at firstname.lastname@example.org.
This article was provide by Multibriefs.