Why it’s Time to Add Facebook Video to B2B Marketing
By: Gordon Plutsky | 02/01/2017
As business and personal lives merge the intersection often happens on social media, particularly Facebook. A few years ago the conventional thinking was that Facebook was only for personal use and B2C marketing. The prevalence of Facebook in our lives has made it fertile ground for B2B marketers to engage with prospects and customers. The ability to micro target using the Facebook audience tool or create custom audiences based on web visitors or an uploaded target account list makes it a powerful tool for tech marketers. B2B marketers now have another vehicle for messaging key prospects in an environment where they are engaged and spending time.
As discussed in the IDG Enterprise post Five Ways to Up Your B2B Marketing Game, there is a real benefit from taking a page from consumer marketing. Let’s take a closer look at one of the best performing marketing techniques available – Facebook video. Native video on Facebook averages a 6.3% engagement rate, much higher than any other video platform.
Providing compelling video content is an important initiative to Facebook in their never ending quest to attract and engage viewers; and win a larger share of the Internet attention battle. As a result, they are emphasizing video on their news feed, which means if you post a video it has a better chance of being seen organically by your followers and fans. In fact, several new product releases and algorithm updates demonstrates how important video is to Facebook. Not only do they want marketers to post longer videos but aggressive new offerings around live broadcasting and 360-degree video highlights the drive towards video engagement.
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There are a lot of great content uses for B2B video on Facebook, in fact some of these lend themselves to Facebook Live where you can broadcast to the world with a simple smartphone.
Marketers can bring trade shows, events and live demos to life with a video that is either live or pre-recorded and posted on your page. Use cases include customer or subject matter expert interviews done in a unique or documentary style. Video can also be an impactful way to break news or new product information; or show useful how-to content to educate your user base. Other applications include customer stories and a glimpse behind the scenes at your company. People like to watch stories about other people so make sure you do more than talking head videos.
If you really want to be innovative, start to experiment with 360-degree video which has a virtual reality feel. This new technique can deliver immersive experiences and give your social marketing a fun and unique spin. It is still in the experimental stage, but trying it now can give you a first mover advantage in your market.
For both live and recorded videos, it is important to follow some basic best practices based on research. It is estimated that nearly 85% of Facebook video is watched without the sound, so easy to read captioning is a must, Facebook says that will increase viewing length by 12%. Their research also shows that 47% of a video’s value is delivered in the first three seconds and 74% of the value in the first 10 seconds.
In addition to capturing attention quickly, it is critical to promote your video with previews and a paid promotion to make sure your followers know about it. And be interactive, solicit comments and start conversations with those who are engaged. You can keep a live video up for as long as you want to be viewed on-demand, so keep promoting it as long as it is relevant.
By adding a strong Facebook video campaign to your social marketing strategy you can enhance the odds your content will have an impact.