How Important Is The Use Of Video Content?

If you want to engage with your target audience, you have to make your content engaging. Video content does this incredibly well.

What Is Video Content?

Video content can cover everything from actual video vlog type messages talking to the camera to banner adverts that grab the attention of the end user with clear and engaging content.

How Important Is It To Use Video Content in Facebook?

When Facebook users are casually scrolling through their news feed, they are more likely to stop scrolling if there is a video clip set to auto-play. However you have just a couple of seconds to grab their attention and engage with them before they scroll on.

Forget big intros or opening credits. Your audience aren’t sitting down to watch a movie.

The 2 second rule applies with video content. That’s the time you have to catch their attention.

Examples Of Engaging Video Content

On YouTube, when waiting for the 5 second countdown before the “Skip Ad” button appears… this is a great example of engaging content. The advertiser has 5 seconds to grab your attention. And it works. If there is a subject matter that is relevant to you or of interest to you, there is every chance that you will sit through the whole thing. This is engaging content.

Engaging Video Content On Facebook

You have seconds. Maybe just a couple of seconds to grab the attention of the audience. Think about this – on YouTube that 5 seconds before the Skip Ad button appears can seem like a long time. On Facebook you don’t get that long. If the opening sequence of video content isn’t engaging, you will lose a vast amount of them.

Facebook Live Content

During the lockdowns of 2020, “every man and his dog” were streaming live video. The great thing about live content is the huge potential for post reach. For example Facebook pages that have 1000 page likes, can easily attract post reach of 3000 with a live video. Compare that to a general organic (non-sponsored) post which would typically reach around a quarter of your potential audience and register around 250 post reach.

I’ll write a dedicated article in the near future detailing the benefits of live video content.

How Long Should Video Content Be On Social Media?

This differs on various platforms and all depends on what type of video that you are posting.

The latest studies show that the most successful video posts for each platform are as follows:

  • Facebook. Less than 2 minutes.
  • YouTube. Videos that are only 2 or 3 minutes long are appealing, however it really depends on your content.
  • Instagram. Less than 1 minute.
  • Twitter. Less than 30 seconds. (which is the limit)

Call To Action Within Video Content

Throughout this site, I will refer to CTA (call to action) again and again. The importance of CTA within digital marketing should be paramount. Consider the purpose of your post and if the object is to encourage the user through to make a purchase or enquiry then CTA should be at the centre of planning the video.

Video Content on Websites vs. Social Media

On social media, the platform cleverly manages the streaming of the video content. Furthermore you don’t have to worry about exceeding the bandwidth limitations from your hosting company.

The Importance Of The Thumbnail In Facebook Video Posting

On platforms like YouTube, the thumbnail can make or break the success of a post. However on platforms like Facebook this is something that is overlooked too often.

After-all the majority of users on mobile devices will have auto-play enabled.

However on computer desktop browsers, the video doesn’t necessarily auto-play. Furthermore, on mobile devices running on limited data plans, these too may have auto-play disabled.

In which case the thumbnail has to sell the video. It has to have something that will make the user want to click it.

Unlike YouTube, there is the 20% text rule in Facebook to consider. We have to go easy on the size on the text content within a Facebook video thumbnail.

A quick mock image of video thumbnail creation. Facebook’s 20 rule means if more than 20% of the image contains text, they will flag it and limit post reach. Different methods are required for different platforms.

Does The 20 Rule Apply In Facebook Videos?

No. The content of the video can include text without being penalised on Facebook’s 20% text rule.

However remember these tips:

  • Do not overload the video canvas with text.
  • Keep the thumbnail text within the 20 rule.
  • Animate the text to keep things moving and interesting.
Facebook 20% Text Rule

The Rules Are Always Changing

On all platforms, Google, Facebook, Instagram, Twitter…. the rules regularly change with regards to what makes a good post or which website fails to rank.

Therefore here is a key advice which will run through the core of this site and these support articles.

  • Do not try to cheat the algorithms.
  • Do not try to outsmart these systems to manipulate the rules.

Instead – create original, quality content that your audience will find useful.

I recommend using video content on social media but advise caution on the over-use of embedded video content on your website.

On websites, page load speed is hugely important and video will slow this down.

OK, so what is the answer? Easy. Use both. Marry them up. Post a video to your Facebook or YouTube accounts and then we can take the embed code and insert it into your web page.