We all know it by now: video is incredibly popular on Facebook overseas data Eight billion videos are watched every day. And videos are shared more often, on average , than a regular Facebook post. Facebook itself is also increasingly focusing on video. Videos are becoming more prominent in the newsfeed, and you're already seeing ads playing during videos. What impact do these developments have on your Facebook video strategy? In this article, I'll discuss three updates you can consider, along with examples and tips.
Facebook videos are shared more often than photos. Source: Marketingland
Facebook will reward longer videos! But beware: this only applies as long as the video's retention is good. Facebook will push a longer video with a higher watch time more . This is a shift from their previous strategy, which focused on shorter videos. This shift is due to the fact that it's easier to add mid-roll ads during longer videos. So, a long video—if it keeps your target audience's attention—isn't such a bad idea after all. Watch time remains very important, according to Business Insider .
This development can make it beneficial
to create different versions of a video for different purposes. A shorter version is perfect for advertising, while a longer version can create more engagement and depth .
Take this series of videos from Always, for example. The "Like a Girl" campaign included several versions of the videos. Short and long videos, featuring one girl or multiple girls (and sometimes boys). There are also several videos that offer a behind-the-scenes look. By creating different versions and variations of a video within the same campaign, you can optimize its use and tailor the message to the platform.