Summary of Facebook Video Marketing Trends  

Notes from presentation by Mari Smith + Animoto – May 3, 2017

  • 65 million businesses have Facebook Business Pages. 5 million businesses now advertise on Facebook, up from 4 million last September.
  • 700 Instagram users and 8 Billion Instagram business users.
Facebook is encouraging business to create with mobile in mind.
Facebook says start by aiming for 15 solid seconds, you’ll increase your completion rate. Engagement custom audiences is a great tool. Build audience of people who have watch % of video. The more video content, the warmer they are, now/like/trust you. THEN weave in special offers, etc.— Video give ppl opportunity to warm up audience b4 you go for the hard ad
  1. use video regularly to connect with your audience.
  2. grab attention in first 3 seconds, designed for sound off (over 80% of videos on FB are watched with sound off)
  3. overlay royalty free music, go back and add captions, even with live video for when ppl watch the replay.
  4. For businesses, it’s great to meet people in person and make eye contact—if you can’t, then the next best thing is video so people feel like they’re almost in the room with you
  5. Sheryl Sandberg said technology is democratizing – tools are simple and accessible
  6. Facebook Dublin works with clients to help them increase sales and reach, then they’ll advertise more
Why should average biz owner care about how FB is doing? What should we pay attention to?
Wall Street is predicting 1st Q revenue is going up for FB
Look for free Blue Print series from FB – for ad education
It’s now so easy and affordable — mobile Insta, FB and messenger.
Meet ppl throughout the funnel….amazing customer service will never get old. Have extraordinary customer service.
Look for inner communities for Facebook Groups — new to connect biz page too
It’s about community and connection.
FB wants more TV – purchase original programs like netflix, youtube, mobile.
90% of FB users access it on mobile. They’re testing a video only newsfeed. Q4 last year they were running out of ad inventory.
Video is a megatrend – said Zuckerberg – he sees it as same magnitude as mobile.
All things video – “FB is video first” – Zuck
We’re at beginning of new opportunities to reach audiences with video.
Look for Mari Smith’s 3-part Educational  series on Facebook Ads
  1. “thumb stopping” – valuable, educational, targeted, relevant — they stop, share engage, save…
  2. how to elevate reach
  3. advanced — retargeting ppl who’ve watched the video, retargeting pixels.
 Video is next best thing to being able to talk to someone in person. In some ways, better than talking to a person – you can control the message, include elements of your brand.
Facebook wants to “connect the world” – bring Internet to more countries. Over 70% of Facebook users are outside of U.S.
There is muti-person Facebook live, ability to invite viewers to join you live on camera—then you’re broadcasting with 2 faces and bringing your audience a “more immersive experience” as Zuck calls it.
“Dark post” refers to showing up on newsfeed not on wall.
Best way to upload video is natively to FB page. FB prefers you not post video links to YouTube or Animoto—they want to keep people on Facebook, so upload your videos directly.

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