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7 Reasons Video Marketing Works on Facebook

Look out YouTube - Facebook is coming for you! With new improvements and new offerings, Facebook is making it easier than ever to advertise your brand with video. From algorithms to native file types, and from stats to strategies here are 7 reasons video marketing works on Facebook.

 
Whatever it is, the way you tell your story online can make all the difference.

Whatever it is, the way you tell your story online can make all the difference.

We all know that video has become the new king of content and, with continued investment, it looks like Facebook aims to be the one that rules them all.

The social media giant is pushing hard to be the number one video marketing platform on the internet and they’re almost there. If you’re a digital marketer today, it’s the perfect time to take advantage of Facebook’s expanded video reach before it’s gone.

Facebook Video Enhancements

In 2016, Facebook CEO Mark Zuckerberg said the platform could be mostly video by 2021 and he hasn’t backed down. Since then, they’ve invested in their video services at a voracious speed and have the results to show.

Facebooks “video first” strategy has led to new video formats such as Facebook Watch, IGTV, Live, Feed, Stories, and Reels. These products give marketers more innovative ways to reach their audience with ever-important video.

In fact, Facebook has done so well with their video marketing services they’re now in direct competition with YouTube and are quickly closing the gap in being the most-watched video platform.

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Facebook Video Views

Over 4 billion video views happen on Facebook every day, just 1 billion fewer than YouTube.

According to the global market research and consulting firm Ipsos Group, 84% of video viewers surveyed say they watch video on YouTube, 68% on Facebook and Instagram and 60% on Netflix.

Not only that, Facebook is the world’s third most visited website, outranked only by Google and YouTube. So, when people spend time online there’s a good chance they’re spending it on Facebook.

If that’s not enough reason to invest in your Facebook video marketing strategy, here are a few more reasons.

Video Marketing Engagement

According to Facebook user behavior studies, app users look 5x longer at video than at static posts, with video posts generating 59% more engagement.

On average, the engagement rate for Facebook posts is 0.18%, while the average engagement rate for video posts is 0.26%. That stat alone should be enough to have marketers creating video.

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Native Video Boost

If you’re creating content for Facebook, it makes sense to create the type of content that Facebook wants. Why? Because the algorithm promotes it more.

Not only do videos already garner more engagement than other posts, but if you upload video directly to Facebook, versus linking from another platform - such as their competitor YouTube - they will show it to more users than they would a static post.

  • Facebook native videos get 478% more shares

  • Native videos start playing automatically in the Facebook app, meaning more attention immediately

For these reasons, directly uploaded native videos have a 1055% higher average share rate and 300% better engagement. That’s a strong case for creating video marketing for Facebook.

Diverse Formats

Because Facebook wants users to create and share native videos on the platform, they’ve created multiple options to make it easy.

Facebook says they created formats such as Facebook Watch, IGTV, and Live to help marketers who have longer-form videos build connections, while shorter formats such as Feed, Stories, and Reels help them capture attention quickly.

These multiple formats provide enough options for almost any type of business, content, or creator.

Facebook’s Continued Investment

The social media giant recently announced they’re launching a global test of In-Stream Video Topics. These topics allow video advertisers to place ads on specific video topics to align with other relevant non-ad content.

If you look at any of the news Facebook has announced in the last five years, it almost all involves video. Facebook always adds reach to its investment projects and is not investing in anything as much as video.

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Video Content as Commerce

As shopping moves online, brands with something to sell can now guide people directly from watching their video to social shopping or signing up for information or events. It’s just one more way video is at the forefront of smart marketing.

With its reach and scale, video marketing on Facebook has evolved into a mainstream ecosystem of its own. It is a tactic with multiple uses that can help marketers achieve more outcomes than ever before.

 
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