How Your Brand Can Capitalize on Native Facebook Videos

June 9, 2015

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What’s This?

Video is the future. Twitter announced that they will be releasing user & promoted videos early this year. Late last year, Facebook updated its native video service so that videos uploaded to Facebook’s own video player will now publicly display how many views they receive. The videos on Facebook autoplay and as of now, videos uploaded directly to Facebook are getting the most reach out of any other type of Facebook post. This means you better get into video. I’m going to give you a quick view into the state of Facebook video for marketers, and give you inexpensive, easy to use tools to make videos to promote your business on Facebook (and all other social platforms utilizing video).

How Your Brand Can Capitalize on Native Facebook Videos

Although Facebook contributes to YouTube’s ad earnings, the company doesn’t earn any revenue from YouTube videos viewed on Facebook, which is undoubtedly why Facebook has positioned itself to challenge YouTube’s business. They’d also like to keep their users on page longer, and not have them bounce out to YouTube.

According to one study, Facebook videos have a higher organic reach than YouTube links and even outperform YouTube links in viral reach. Additionally, Facebook’s algorithm prioritizes its own video player when determining what content to show in people’s news feeds, which leads to increase shares, views and visibility to target audiences.

Facebook is prioritizing native video on their platform

Autoplay Videos and Video Ads

Last Fall, Facebook began autoplaying videos without sound in feeds without a prompt. Facebook’s algorithm is designed to decide that users like its native videos without users actually turning on the sound or sharing it. All that’s required is that a user watch a portion of the clip.




Last March, Facebook announced that they had tested Premium Video Ads as a way for advertisers to drive branding objectives on Facebook, and began these ads on Facebook with a select group of advertisers.

Growth in video views exceeded 50% from May through July of last year, and since June there was an average of more than 1 billion video views on Facebook every day. More than 65% of video views are on mobile.

The ads are bought based on Targeted Gross Rating Points to reach a specific audience over a short period of time. Delivery is measured by an independent third party, Nielsen Online Campaign Ratings (OCR), and advertisers only pay based on what Nielsen OCR measures.

“Each 15-second video ad will start playing without sound as it appears on screen and stop if people scroll past. If people tap the video, it will expand into a full-screen view and sound will start. People can expect to begin seeing these new ads over the next few months.”

This change can affect Smartphone users data plans if they don’t change their default setting in the Facebook app, which will automatically start streaming videos in the News Feed window. Auto-play settings are easily customizable on both mobile and web.

New Layout for Pages

Facebook is testing a new layout for pages that includes a HUGE autoplaying video like the one on this ABC news page, followed by playlists. This makes Facebook appear like Youtube. As a result, businesses will have to create quality video posts in order to compete with other business pages. This means that you need to change your Facebook strategy to make video a priority.

4 Inexpensive Tools To Create Videos

Since video posts receive more interaction than other types of posts, you need to incorporate native videos into your Facebook strategy. Making video is not cheap, but there are some options to help you jump into the game and compete on video content on Facebook. Here are some video tools we love to help your business stay competitive:

Animoto Professional Video Editor

Animoto

Create your first video within minutes. No video editing experience required. Simply add your pictures, text, and/or video clips. We’ve already got the music. Easily post and track your videos on the web, social media, and email, or download to DVD. View Pricing.

Stupeflix Video Editor Application

StupeFlix

Make movies using your photos and videos. Tell your story with text, and maps. Set movie pace, individual durations. Add voice-over, set volumes. Trim videos, make them slow-motion. The pro version is priced between $299 and $468 a year depending on the package. The personal plan is free.

Wideo Video Editor for Facebook

Wideo.co

Wideo is an online video tool, that allows you to easily make animation videos, presentations, and teaching lessons. Start from scratch or use easy to edit templates to capture your audience and bring your brand to life.

You can choose images, backgrounds and music to create your own online video. You can personalize your Wideo by using your own images, logos, pictures and sounds. Pricing For both personal and business is $249 a year.

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YouTube

Youtube allows you to create video slide shows for free. It’s incredibly simple, and while not as professional looking as the above resources, it does the trick. You can also combine Youtube with a tool like Snaggit to create videos of the happenings on your machine (we do this often, as a smaller company you need to be smart about your money).

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