If you post content to social media in the forest and it doesn’t get any Likes, was it really worth posting in the first place?
This is a question that many businesses have been asking themselves lately as Facebook, Instagram and other social media platforms are constantly tweaking their algorithms, causing organizations to see a reduction in their organic reach.
In response to the sweeping algorithm shift that Facebook announced earlier this year, we published a lengthy post on how businesses can continue to engage with their audience online. One thing that we know for sure is that utilizing video is key – and will probably continue to grow in importance. In fact, Facebook’s 2.07 billion monthly active users watch more than 100 million hours of video every day.
This can be an overwhelming statistic for businesses used to thinking that video means spending several thousand dollars to create slick, three-to-five-minute scripted productions, but there are many broadly accessible ways to use video to engage your audience online. In fact, since most people’s attention starts to wane after 60 seconds – and 85 percent of videos are watched without the volume on – in most cases, short and simple is the way to go.
For Facebook, it’s important to make sure the video has text or self-explanatory icons or visuals to help get your message across quickly and clearly – often in as little as eight seconds. On Instagram, you can do a lot with hashtags. In fact, even just including one hashtag can increase a video’s engagement up to 12 percent.
Longer videos, when appropriate, can be posted in their entirety to YouTube and then embedded on the brand’s website (with a snippet posted on social platforms, directing viewers to visit the website to see the rest). Since Google owns YouTube, this has the added benefit of increasing your company’s search ranking on that particular topic by up to 50 percent.
As legendary data scientist (and FB alum) Jeffrey Hammerbacher once bemusedly observed, “The best minds of my generation are thinking about how to make people click ads.” The answer they’ve come up with (for now at least) is video, so we’d love to help you find a way to work it in to your marketing strategy.