Video marketing can be one of the most productive methods for captivating online audiences and generating leads. Research shows that video increases understanding of a product or service by as much as 74 percent. And 75 percent of users will visit a marketer’s website after watching a video. (Source). On a huge platform, such as Facebook, which now has 1.28 billion active monthly viewers, a video clip gone viral can put your company on the fast track to success. (Source). An ill-conceived or ill-produced video, however, can bring about the opposite effect.
Currently, a lot of poor-quality video is circulating on Facebook. Not only is this a problem for the marketers of these clips, but for Facebook as well, since the company relies heavily on creating a positive user experience. Facebook users have a limited amount of space on their interfaces to download content, so only relevant and useful News Feed videos are welcome; clutter only detracts from the content users actually want to see.
In an effort to promote high-quality video on its site, Facebook recently changed its video search rankings to include factors such as whether users click on a certain video and how long they have it open. (Source). This helps Facebook customize individual News Feeds, ensuring that those who prefer to watch video receive more of it, and those who typically skip over video will see less. Likewise, videos that are trending across Facebook will be seen by more users, while those that are less popular will be filtered out.
As a marketer, the last thing you want to do is get filtered out of a user’s News Feed. So, how do you ensure your videos will be successful? You need to create content that is engaging and compelling. Facebook will soon make this easier for marketers to do by providing the analytics they need to understand how and why people respond to their content. (Source). The company will provide unique insight such as the number of times a video is viewed to 95 percent of its length, and specific parts of the video that are watched repeatedly or skipped entirely using fast forward. This way, marketers will be able to understand where critical changes need to be made instead of blindly wondering why their video is not performing well.
Ultimately, Facebook’s new video ranking strategy mirrors a larger shift in the importance of online video. Other search engine giants like YouTube and its parent company Google also use similar algorithms when ranking content in order to provide relevant and desired information to marketers. Last year, for instance, Google unveiled its Hummingbird search algorithm which takes into account a website’s entire content strategy when ranking pages.
Whichever social channel(s) you use to post your online video, success depends on its production value and the quality of its message. Thanks to Facebook, marketers can expect greater insight into developing video content.
By Eric Vidal – Eric Vidal, Sr. VP, Lead Generation, Broadsuite Media Group