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Does Facebook really prioritise video content?

Yes and No. And you can use that to your advantage.

Facebook is a business just like we are. But where you and I sell a service or product, Facebook is selling us. That’s right, when you use Facebook, you become a product. That’s because Facebook makes its money by selling advertising to companies. It promises to show advertising to a specified number of users for a specific price. You and I, my friends, are those users, hence being the product. 

Why is Facebook prioritising video content?

The team at Meta (the company behind Facebook) are busy working out how we as consumers show up on Facebook, what keeps us there and what makes us come back. Love it or hate it, their data shows that videos keep many of us on the platform. Having us on the platform means more opportunities for their advertising revenue. Hence the algorithm presents us with more video content at the top of our newsfeed. 

This year Facebook even released a great video outlining how intuitive and personalised the algorithm of your newsfeed has become. Now the newsfeed will show you more of the things you personally comment on or share regularly, especially those things that the people you engage with regularly are also commenting on or sharing. The good news is that it’s not always videos. 

Maybe in a few years, we will be able to add to our customer avatar description whether they prefer video or still content, long written articles or quick snippets of information. But, for now, we must work with the algorithm to reach as many of our followers as possible. 

But not everyone likes watching video content – can’t I keep posting static posts?

Of course, you can, but they now say the average Facebook Page post sees just .07% engagement, so it might be worth trying everything possible to stack those odds in your favour – I sure am! 

I hate being on video – how can I still get seen?

Yep, it took me a while to come around too. I’ve been lucky to meet and work with a local Instagram reels specialist, so I reshare my reels to Facebook. I also realised I enjoy having a bit of fun with her, and my reels get good engagement which motivated me to keep going. 

I know we don’t all have budget, interest or time for Instagram reels or professional videos for Facebook – but don’t despair. Instead, let’s look at some easy (and free) options.

1.     Use your camera phone

Jump on live if you are brave, or run a few takes with a friend (or on your own!). It doesn’t have to be perfect; some of the most successful videos on Facebook are the most genuine, imperfect ones. Use the video to connect with your audience. Share something of your daily professional life; the lack of glamour in a trip to buy supplies, your good feelings after you met a new client or the thought-provoking takeaways from a presentation or conference you just attended. Quick, honest, and in the moment doesn’t have to be edited at all. 

Your camera phone is also great for presenting your #TopTipTuesday suggestions. Instead of writing them out, read them aloud and include the text below or over your video (this will help you get found and assists with accessibility for those who can’t hear you or don’t like having the volume turned up when they watch video content).

2.     Cheat a little – create a video comprising of still images

As the world moves toward video content, we are becoming spoilt for choice with video creation apps that make a video from a few still frame images with music overlaid. 

Mac users will find they already have the tools on their computer under photos, and Windows users can download Windows Movie Maker for free to create an image slide show with music.

Try it with your existing Canva images, photos from your next networking event or take a few as you work to show your process.

3.     Look professional by learning some basic video editing

When you are ready (or having a brave day), try downloading a video editing app like InShOt for a play. Editing apps like this allow you to trim your video, remove parts, split a long video into multiple shorter ones or merge shorter clips into one longer video. Some, like InShOt even include filters, sound effects, and the chance to add voiceovers, stickers or text overlays. 

Once you get comfortable, your possibilities are endless. Try:

  • Making your video more accessible with text overlay of what you are saying
  • Deliberately taking a minute as you start your video (that you can clip out later) so viewers don’t see the awkward getting in position beginnings
  • Taking a long ‘as you are working’ video and using the app to speed it up before posting
  • Doing a cool product launch by splicing together bits of you talking with bits of the product in use
  • Splicing together an interview where you sent questions in video form and your interviewee can respond in video form in their own time
  • Jazzing up your next news announcement using the sorts of stickers or special effects that appeal to your followers.

Remember – Start strong; you have about 3 seconds to engage passers-by on their newsfeed. Luckily the most successful posts to social media are also impromptu, incidental, and completely genuine. Be yourself on video as in posts and talk directly to your customer avatar. If you need a hand identifying your customer avatar, let’s talk.

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