February 5, 2019

7 Mistakes Marketers Make with Facebook Video

Facebook video is quickly becoming one of the most valuable marketing tools available.

By 2016, more than 100 million hours of video were viewed on Facebook per day. Just imagine what it's like now! Not all videos are created equal though, and just because your video is out there, there's no guarantee it will get the reach you are looking for.

I know first hand! I have been in the trenches of social video as a Senior Editor at NowThis (the #1 video news brand on Facebook), Executive Producer at New York Magazine, and I helped built the video program at Business Insider. I've seen all the successes and failures first hand and I want to share them with you so you don't make the same mistakes!

Here are 7 mistakes marketers make when they start using Facebook video to promote their brand. 

1. Not Making it Square

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More and more people scroll through Facebook on their phones, which means your videos have GOT to be optimized for mobile. Square videos look better than rectangular videos and take up more real estate on your screen, making them more visible to users.

The more real estate you have, the better chance you have of stopping people from scrolling past.

2. Burying the Best Stuff in the Video

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Don’t save the best for last! Human attention spans are getting shorter and shorter all the time. In fact - the average Facebook video is only viewed for about 18 seconds. That means grab your viewer’s attention RIGHT AWAY and convey as much quality information as you can in as little time as possible.

3. Not Optimized to be Played on Mute

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The majority of people like to watch their videos on mute. Believe it or not, as much as 85% of videos are viewed on silent! Think of all the time we spend mindlessly scrolling through Facebook mindlessly at work, on the train, or in line. This is not the time for a loud Facebook video! Consider including subtitles, explanatory graphics, and engaging images to get your message across without relying on sound.

4. Not Connecting with Your Audience

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Be relatable! Act like you’re talking to your best friend or explaining something to someone you met at a bar. Keep your language casual and don’t be afraid to make a few mistakes. Small mistakes are human - don’t get caught up on perfection. On Facebook, being relatable carries a lot more weight than perfection. Which brings us to our next point - 

5. Thinking Your Video Needs to be Super Highly Produced

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Think your video needs to take hours to record, edit, and put together? Think you need fancy, expensive equipment to get it done? Think again. A simple background (white wall, nice room, outside), your smartphone, and some bright lights will be enough for most Facebook quality videos. Furthermore, your audience will be turned off of you come off like an advertisement. Videos that are a little raw and less polished come off as more authentic and human, which is much more appealing to most Facebook users.

6. Not Telling a Story or Making a Point

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Everyone likes read a books together

What are you trying to convey to your audience? Human interest stories will go a long way towards keeping your audience interested. Will your product solve a problem or make their lives easier? What message do you want them to take away? Including a Call to Action at the end will keep them engaged even after the video ends.

7. You Don't Script Them First

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Know what you’re going to say before you start recording so you can get to the point quickly. This will help you feel more comfortable and make it easier to connect to your audience. Scripting first will also help to keep your message concise and prevent a long, rambling video that will turn away viewers fast! 

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Matt Johnston

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