Optimizing for Facebook
Producing a video is only the beginning. In order to be successful with video, you must understand how to properly optimize your distribution strategy for each platform. We recently published a guide covering digital distribution on different platforms, and this blog will provide an even closer look into digital distribution on Facebook specifically. Why should you care? Proper distribution is how your campaigns will be most effective in generating ROI for your business. The more you optimize your video content, the more people will see it and be engaged by it. This means more people are exposed to your brand and can potentially become customers (or, even better, repeat customers). If you use video the right way, you can turn customers into advocates that will love you so much that they'll sell for you. Here are 3 optimization tips and answers to 3 common questions that will make you a Facebook video guru.
Tip 1: Use Subtitles
85% of people watch Facebook video without sound. If you can convey the information in words, people will watch longer because they're learning and engaged. This is especially important with advertising. If captions aren't included in your video in post-production, don't worry, Facebook has an easy feature to add captions for you. Facebook doesn't charge more, but ads with subtitles will keep people for longer. Each month, 80% of Facebook users access Facebook using a mobile device, so it's important to cater to this.
Tip 2: Square Up
Square Performs Better Than Landscape
This may surprise you, but square video takes up 78% more space on a mobile device screen than a landscape video. If it takes you more time to scroll past something, you're more likely to see it. Let me give you some numbers: the dimensions of an iPhone 6 are 2.3 inches wide and 4.09 inches tall, which makes for 9.4 square inches of screen (see images below). The dimensions of a square video are 1:1, so on an iPhone 6, square video takes up 5.29 square inches of space on the screen. For a landscape video, the dimensions are 16:9, meaning 2.96 square inches of screen space on an iPhone 6. Now we see that 5.29 is 78% larger than 2.96.