How to improve video engagement on Facebook

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Every successful social media marketing manager knows that video content is king in today's digital world. According to research, videos get 59% more engagement than any other content type on Facebook. Moreover, boosting online engagement isn’t just about getting more likes or shares – it’s about enhancing the visibility and credibility of your brand and stimulating followers to become active advocates of your brand. How do you make this happen? We’re glad you asked.

Start with Quality Content

Before delving into specific strategies, it's important to recognize that quality content is the cornerstone of any successful social media campaign. Remember, this content is representing your brand. Make it count. Your videos should be professionally produced, reflective of your brand image, and, most importantly, offer value to the viewer.

Use Employee Advocacy

One effective, and often underutilized, tactic to stimulate video engagement is leveraging employee advocacy. Your employees are your brand’s powerful secret weapon. Encourage them to engage actively with your brand's video content, like commenting, sharing, and posting. The increased organic reach can significantly improve your video’s performance. Additionally, their personal and relatable voices can foster a higher degree of credibility and community amongst your audience.

Maximize the First Few Seconds

In a fast-scrolling world, the average attention span is getting shorter. According to Facebook, users spend, on average, 1.7 seconds with any piece of mobile content on the platform, compared to 2.5 seconds on desktop. Therefore, ensure your video's first three seconds are captivating to make viewers stop and engage. This is not the place for a slow burn!

Use Interactive Features 

Consider using Facebook’s interactive features like polls and reactions to stimulate engagement and make the viewing experience more interactive. You'd be surprised how a simple question can open floodgates of comments and discussions. Additionally, Facebook's algorithm assigns more value to comments and shares than likes, pushing your content higher in followers’ feeds.

Include Call-to-Actions (CTAs)

This might seem basic, but many marketers neglect this: include a clear CTA to provoke an immediate response. Ask your viewers to share their thoughts in the comments, like if they agree, or head over to your website for more information.

Feature Real People 

Whether it's featuring your happy customers, sharing employee testimonials, or dropping in shots from behind the scenes, showing real people using your products or services builds a sense of authenticity and trust with your audience. After all, people connect with people, not impersonal brands.

Building Engagement Takes Time

Remember, just as Rome wasn’t built in a day, neither is social engagement. However, by producing high-quality videos, leveraging employee advocacy, and implementing these strategies, you can surely improve your Facebook video performance, and turn your followers into advocates of your brand. Be patient and consistent with these practices and watch your audience - and brand advocacy - grow organically.

In the final analysis, a good video isn’t just visually appealing – it tells a story, conveys a feeling, and prompts the viewer to interact and engage. That is the secret sauce for Facebook video success, so get out there and start creating!