Facebook Video Marketing: 11 Tips to Win the Facebook Video Game

According to Statista, a whopping 89% of marketing specialists use Facebook as part of their digital campaigns. And why not? More than a billion people connect with businesses on Facebook weekly, making it one of the largest marketing channels.

However, with 90% of brands having a presence on Facebook, generating revenue through this platform can be challenging for many companies. This is where a less commonly used yet effective Facebook marketing approach can make a difference: having a video marketing strategy.

Why creating video content is imperative for an effective Facebook strategy?

Despite representing only 15% of organic content on Facebook, videos—including both Reels and traditional formats—command the highest engagement rates across all types of posts.

This presents a unique opportunity for businesses to leverage the power of videos on Facebook to foster brand loyalty and connect with their audiences on a deeper level.

Despite efforts to boost engagement, Facebook Reels saw a significant year-over-year decrease in engagement by 46%. In 2024, the average engagement rate for Facebook Reels is 0.25%, trailing behind Facebook videos, which maintain a higher average engagement rate of 0.31%.

11 Facebook video marketing tips

When executed properly, video marketing for Facebook can become one of your most powerful strategies for maximizing social media reach and boosting engagement.

Let’s dive into the top 11 video content strategies for Facebook that every social media strategist should know about and add to their list of social media best practices.

#1. Opt for vertical videos to boost engagement rates

According to Socialinsider data, vertical videos (also known as portrait videos) consistently outperform other formats in terms of engagement. The chart below shows the average engagement rates by video format, clearly showing that vertical mode leads the pack.

For businesses with over 5,000 followers, vertical videos are particularly effective. While landscape videos may work well for smaller audiences, portrait mode is more suitable for larger business pages. This trend aligns with the fact that the majority of Facebook users—over 98%—access the platform via mobile devices. With such a significant mobile user base, vertical videos naturally fit the screen orientation, making them more engaging and easier to consume on mobile.

Choosing the right video format is among the top Facebook video best practices that marketers should implement in their strategies for optimized results.

#2. Create short and engaging Facebook videos to boost interactions

When it comes to social media, brevity is key. Based on the chart below, according to Socialinsider’s data, the ideal length for videos on Facebook is between 15 to 30 seconds, as this timeframe maximizes engagement and keeps viewers' attention.

For Facebook Reels, the need for conciseness is even more pronounced. Equally proven by data, Reels that are under 15 seconds perform best, capturing viewers’ attention quickly and delivering your message effectively before your audience scrolls away.

In a world where users are bombarded with content, shorter videos not only respect your audience's time but also increase the chances of your content being watched to the end, shared, and acted upon.

So, if you were looking for tips on how to create effective Facebook video content, here it is - keep it short and engaging.

#3. Use different types of videos

Creating videos that yield high social media engagement requires more than just hitting record—you need to blend creativity with analytical insights to truly hook your audience.

One effective way to keep your content fresh and engaging is by using a variety of video content types for your video content strategy. Here are a few types of videos you can create:

• Product videos: Showcase your products in action to help potential customers understand their features and benefits.

• User-Generated video content: Sharing UGC video content created by your customers can build trust and authenticity, making your brand more relatable and improving brand loyalty.

• Q&As: Answer frequently asked questions or address common concerns in a video format, providing value while engaging with your audience.

• Interviews with experts/customer testimonials: Feature industry experts or satisfied customers to add credibility and reinforce trust in your brand.

• Weekly video series: Consistently release Facebook short videos on a specific topic or theme to build anticipation and keep your audience coming back for more.

• Tutorials: Educate your audience by walking them through how to use your products or solve a problem related to your industry.

• Company events videos: Highlighting company events can humanize your brand, offering a behind-the-scenes look that fosters a stronger connection with your audience.

Creating video content that covers different themes can help maintain audience interest, avoid content fatigue, and ensure your  Facebook marketing videos remain dynamic and effective.

#4. Stir interest with a hook

On social media, capturing attention is a race against the clock. With the average human attention span for watching videos clocking in at just 8 seconds, you have a very brief window to make an impact before viewers scroll past your content. This is why starting your video with a strong, captivating hook is essential.

A well-crafted hook could be a:

• surprising fact,
• an intriguing question,
• or a compelling visual that immediately grabs attention.

The goal is to create something so engaging in those first few seconds that your audience feels compelled to keep watching. Whether it's through bold statements, eye-catching visuals, or an emotional appeal, your hook needs to resonate quickly and deeply.

Remember, if you don't hook your audience in those crucial first moments, you risk losing them entirely. So, invest time in crafting an attention-grabbing opening to ensure your message gets through and your video delivers the impact you’re aiming for.

Pro Tip: You can use AI-generated video content to create personalized, compelling hooks that cater to your audience's preferences. Using video content analytics software will help you identify the most effective elements to incorporate in your videos, improving video content consumption and boosting your overall video content in marketing strategy.

#5. ​​Leverage the "Aha" moment to segment your audience

The "aha" moment is that crucial point in your video content where your audience truly connects with your brand, understanding who you are and what you offer. This moment is essential in both organic and paid strategies, as it marks when a viewer transitions from being just an observer to someone who sees real value in your brand.

In an organic context, the "aha" moment could occur in various types of content, such as Facebook Live videos or well-crafted explainer clips.

Whether you're leveraging Facebook video optimization techniques to maximize reach or simply focusing on creating the best Facebook videos for engagement, this moment refers to when viewers see the value in your offerings.

In paid campaigns, particularly with Facebook video ads, the "aha" moment is more measurable. It’s when viewers reach a specific point in the video where they’ve seen enough to understand your brand and evaluate if your offering is interesting enough to proceed to purchase.

But regardless of talking about organic reach or paid ads, the goal remains the same: to deliver content that provides genuine value and sparks that moment of clarity.

Segmenting your audience around the "Aha" moment

To optimize your strategy, segment your audience based on their interaction with this "aha" moment, whether they’ve encountered it through organic or paid content:

• Before the "Aha" Moment: These individuals have yet to fully grasp your brand or the value you offer. For organic content, this might mean they’ve watched a portion of your video but haven’t engaged further. For paid campaigns, they might have watched less than a significant percentage of your ad. Focus on delivering more introductory content, both organically and through targeted ads, that clearly communicates your brand’s value. Consider using Facebook video optimization strategies to ensure these initial videos capture attention and effectively introduce your brand.

• After the "Aha" Moment: These viewers have connected with your brand and understand your offering. Organically, they might start engaging more deeply with your content—liking, sharing, or commenting. In paid campaigns, they’ve watched enough of your ad to have crossed the "aha" threshold. Once they reach this point, you can begin serving them with more tailored content. For example, after watching an ad, they may be more likely to engage further with follow-up ads or posts. When brands offer targeted content, such as personalized messages or offers, it can deepen their engagement even more.

Calculating the "Aha" moment

For paid ads, particularly on platforms like Facebook, you can use video engagement metrics to define this moment.

For instance, if your "aha" moment occurs around the 60-second mark of a 90-second video, you might create an audience segment of viewers who have watched at least 75% of the video, ensuring they’ve seen that key part. This is particularly useful when you aim to create Facebook videos that resonate deeply with your audience and drive conversions.

For organic content, while the "aha" moment is less quantifiable, social media analytics tools can help you identify when users tend to engage more deeply. Regular social media audits can reveal patterns in how your audience interacts with your content, helping you pinpoint these crucial moments.

Pro Tip: Regardless of whether your strategy is organic or paid, the true trigger for the "aha" moment is the value you provide. Focus on creating content that genuinely helps, educates, or entertains your audience. The more they learn or get entertained by your videos, the more they will engage with your brand.

Use social media analysis to gain deeper insights into your audience's behavior. Identifying how different segments engage with your content can refine your messaging and improve your retargeting strategies.

#6. Caption your videos for accessibility

Did you know that 75% of people watch videos on mute? Without captions, a significant portion of your audience might miss your message entirely. Relying solely on audio risks losing viewers who scroll past because they can't immediately understand your content.

While a captivating hook is important, captions are essential from the start. They provide immediate context, helping viewers decide if the video is worth watching with sound on.

Captions also make your content accessible to those with hearing impairments and improve comprehension in noisy environments.

Beyond accessibility, captions can boost your video's SEO, enhancing discoverability and driving more organic traffic.

In short, adding captions isn’t just an option—it’s a necessity for maximizing the engagement rate, reach, and overall effectiveness of your Facebook video strategy.

#7. Upload videos directly into the platform

While you can always post your videos on platforms like YouTube and then share them on your Facebook page using a link, native videos uploaded directly to Facebook tend to generate significantly more engagement.

According to statistics, Facebook native videos have up to 86% higher reach, receive 168% more interactions, and get 477% more shares compared to YouTube videos posted on Facebook.

The reason behind this is that platforms like Facebook are designed to keep users engaged on their site for as long as possible.

When you share a link to an external platform, like sharing YouTube videos on Facebook, it has the potential to direct users away from Facebook. This is why the algorithm tends to promote such posts less.

In contrast, uploading videos to Facebook directly keeps viewers on the platform, allowing Facebook to maximize user engagement and ad revenue. As a result, when you upload videos to Facebook, the platform's algorithms prioritize these native videos, leading to better visibility and interaction.

To fully leverage the power of Facebook video marketing, it's important to understand the different types of videos available on the platform.

Linked Videos: Videos hosted on another platform, like YouTube, and shared via a link on Facebook. These generally receive less engagement compared to native videos.

Native Videos: Videos uploaded directly to Facebook, which receive higher engagement due to algorithmic preference. Facebook native videos are available in the following formats:

• Regular Video Posts: Standard video uploads are ideal for long-form content.
• Facebook Reels: Short-form videos for quick, engaging content.
• Facebook Stories: Vertical videos that disappear after 24 hours.

Facebook Live Videos: Real-time broadcasts that are highly favored by the algorithm, often resulting in immediate engagement and interaction.

Facebook Video Ads: Paid video promotions that appear in users' feeds, offering targeted reach and the ability to drive specific actions.

While it’s possible to use the same video content across different platforms, make sure to upload the videos directly to each platform to maximize engagement.

Tailoring your content for each platform not only improves visibility but also ensures that your message resonates with the unique audience of each social media site, becoming an essential video content strategy for success.

#8. Integrate video content in multiple stages of the marketing funnel

If you've been keeping up with marketing trends, you're likely familiar with "the funnel"—the journey a buyer takes from discovering your brand to making a purchase. This powerful concept represents the journey a buyer takes, from the first moment they encounter your brand to when they finally make a purchase.

But here’s the thing: not all buyers are at the same stage, and each stage requires a different approach to messaging—especially when it comes to video marketing.

At the top of the funnel, where you're introducing your brand to potential customers, broad, high-level videos are key. These videos should be designed to capture attention, spark interest, and build brand awareness. They’re your chance to make a memorable first impression and plant the seed of curiosity.

As you guide prospects further down the funnel, your videos for Facebook need to become more specific. This is where you highlight what sets you apart from the competition. Why should they choose you over others? Address these questions with your Facebook video ads or even organic videos that show your unique value proposition, showcase your products or services in action, and start to build trust.

When your audience reaches the bottom of the funnel, they’re almost ready to make a decision. Here, the messaging should be laser-focused and include a strong call to action.

Whether it’s a limited-time offer, a product demo, or customer testimonials, these videos should push your potential customers over the finish line, turning interest into action.

Creating video content and tailoring them to each funnel stage ensures you speak directly to your audience's needs, driving them closer to conversion. Be it long-form video content or short ones, all should serve a purpose as per your funnel.

#9. Repurpose successful content

Repurposing is the practice of taking existing content and adapting it for different formats or platforms to extend its reach and impact.

Creating any type of valuable content, be it long or short-form video content, takes time and effort, and using just one platform to distribute your content might not help in getting significant results. And not just that, even user-generated video content should be repurposed so that maximum people can get a reason to trust your brand.

Facebook can be a powerful channel to capitalize on content you've already created, repurposing it into engaging video formats. However, repurposing content into videos requires a strategic approach to maximize impact.

How to repurpose video content?

Repurposing your most effective content pillars for social media across different channels is a great starting point for creating videos.

Since you already know there's interest in these topics, turning them into video content makes the information more digestible and engaging for your audience.

By repurposing video content, you can extend the reach of your content, engage different audience segments, and maximize the impact of your original material across multiple platforms.

Repurposing other content formats into Facebook videos:

• Transform blog posts into video summaries: Highlight key points from blog posts in video format to engage audiences who prefer visual content. You can turn these into short videos (reels) and post those reels on Facebook.

• Turn infographics into explainer videos: Animate data and add narration to make infographics more dynamic and shareable.

• Convert podcasts into video episodes: Add visuals or static images to podcast audio to appeal to video-focused audiences.

• Use webinar recordings for educational videos: Edit and shorten webinars into digestible clips for educational content on Facebook.

Reverse strategy:

• Create short clips for social media: Break down full-length Facebook videos into bite-sized clips for sharing across multiple platforms.

• Turn video content into a blog post: Transcribe video content and expand it into detailed blog posts for SEO and content variety.

• Use video content for email marketing: Feature video snippets in newsletters to drive traffic and engagement.

• Transform videos into infographics: Extract and visualize key data points from videos into infographics for easy sharing.

• Create a podcast from video content: Repurpose video audio into podcast episodes to reach listeners who prefer audio content.

Take Mailchimp Intuit as an example—they’ve effectively repurposed their social media marketing strategy video series into Facebook videos, podcasts, and shorter video clips, allowing them to reach different segments of their audience across various platforms.

For example, they create a series of videos that help people who want to run their own business. But they don’t just share the videos on their platform, they turn the longer videos into short ones and share it across multiple platforms.

Just like recurring emails in a marketing campaign, repurposing is a smart way to save time and resources. If you’ve already created great video content, repurposing it can help you squeeze even more value out of your efforts.

Pro Tip: Use social competitive intelligence to analyze how competitors are repurposing their content. This insight can help you refine your own strategy and identify new opportunities to reach and engage your audience.

Also, you can use ai video creation tools and other video content tools to create creative video content if you’re short on budget.

#10. Draw insights from your most engaging videos

Understanding what makes your videos successful is key to refining your overall video content plan.

Tapping into performance data, like video content analytics can help marketers explore valuable social media insights from their most engaging content. This process allows you to identify patterns in your top-performing videos—such as the themes, formats, or content pillars that consistently capture your audience’s attention.

For instance, through a video content analysis, you might discover that videos focusing on customer testimonials or educational content receive higher engagement rates.

Or perhaps certain video lengths or visual styles are more appealing to your viewers. Recognizing these patterns empowers you to create more of the content that works and less of what doesn’t, ultimately leading to better engagement and conversion rates.

Socialinsider makes this process even more effective by providing in-depth analytics, helping you discover your best video content and video content trends, and offering you the chance to improve your strategy.

With Socialinsider, you can track key metrics, compare performance across different video types, and gain a comprehensive understanding of what drives success in your Facebook video marketing efforts. Armed with these insights, you can fine-tune your strategy, ensuring that each new video you create is more impactful than the last.

Discover here a detailed list of Facebook analytics tools that will help you level up your reporting and strategic thinking.

Pro Tip: Conducting a Facebook audit to evaluate the performance of your videos on the platform is one of the video content best practices that will undoubtedly elevate your brand on social

#11. Establish clear goals for your Facebook video ads

With videos continuing to dominate social media, it's important to recognize how powerful Facebook video ads can be. In fact, according to a Databox study, 67.55% of Facebook advertisers say videos drive more ad clicks on the platform compared to other content types.

To make the most of your video ads, it's important to define what you want to achieve. Whether your goal is to improve brand visibility, drive traffic to your website, generate leads, or boost sales, having a clear objective will guide your video content plan and help you measure success.

Best practices for effective Facebook video ads:

• Include a Strong Call-to-Action (CTA): Every video ad should have a clear and compelling CTA that directs viewers to the next steps. Whether it’s “Shop Now,” “Learn More,” or “Sign Up,” your CTA should align with your campaign goal and encourage immediate action.

• Run A/B Tests: To optimize performance, it's important to experiment with different versions of your video ads. A/B testing allows you to compare various elements, such as different video lengths, headlines, CTAs, and visuals, to see what resonates best with your audience. By continuously testing and refining your ads, you can improve engagement and maximize your ROI.

• Optimize for Mobile Viewing: With over 98% of Facebook users accessing the platform via mobile devices, ensuring your video ads are optimized for mobile viewing is one of the most crucial video content strategies. Use vertical or square video formats, which take up more screen space on mobile devices, and keep your videos concise to maintain attention on smaller screens.

• Focus on the First Few Seconds: The first few seconds of your video are critical for grabbing attention. When you create video content, ensure that you start with a strong visual hook or a compelling statement that immediately engages viewers. Since people often scroll quickly through their feeds, making an impact right from the start is essential to prevent viewers from scrolling past your ad.

Establishing clear social media goals and following best practices can help you ensure that your video ads for Facebook are not only visually compelling but also strategically effective in achieving your marketing objectives.

Conclusion

Facebook video marketing isn't just another fleeting social media trend (remember Clubhouse?); it's a crucial component of any effective social media strategy.

The reason is simple: regardless of who your target audience is, there's a high likelihood they're on Facebook, and videos consistently achieve the highest engagement rates.

So, if you're ready to start your video marketing journey on Facebook and boost your social media ROI, these tips will help you create impactful content, optimize your campaigns, and connect with your audience more effectively.

From understanding the importance of captions to leveraging the "aha" moment, these strategies will set you up for success in the competitive world of Facebook video marketing.

FAQs about Facebook video marketing

What does having a video marketing strategy on Facebook imply?

Having a video marketing strategy on Facebook implies planning, creating, and distributing video content tailored to engage your target audience, achieving specific goals (like brand awareness or conversions), and optimizing performance through best practices like mobile optimization, strong CTAs, and A/B testing. It's about using video to drive measurable results on the platform.

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