Making the most of video on Facebook in 2024

Video content on Facebook continues to dominate user engagement metrics in 2024

What are the benefits of uploading videos directly to Facebook? 

One of the first things that jumps out here is natively uploaded videos to Facebook play automatically as users scroll through their feeds, giving you more of a chance to capture their precious attention in the first 3 seconds – and most of us know by now that attention equals more eyes on your product or service. This is a far better option than sharing videos that require someone to ‘click to play’. 

What should also come as no surprise is that natively uploaded videos tend to generate more organic engagement (likes, comments shares etc) which is what the algorithm rewards. One super important caveat here is that your content must still be relevant to your target audience and importantly, provide value to foster those vital engagement metrics. 

Data nerds

Once you have your video content dialed in, it’s time to test and review. Give your video some space to run and then measure key metrics via Facebook’s detailed analytics for native videos.

This data allows you to gain insights into how your audience interacts with your content and includes view count, watch time, and engagement metrics, which are invaluable for refining your video strategy to better meet your audience's preferences. 

Playlists 

Once you have a bunch of awesome video content stacked up, it’s time to take advantage of playlists. Organising videos into playlists and series encourages binge-watching behavior (which we are all guilty of at some point ...) keeping your audience engaged with your content for longer periods. This strategy not only increases the average time spent on your page but also builds anticipation for future content which will foster a loyal viewer base. 

Evolving Consumer Preferences

The preference for video content over text and static images continues to grow. Users are more likely to consume and engage with video content, making it a powerful tool for storytelling, brand promotion, and customer engagement. 

Increase in Ad Effectiveness

We know first hand that video performs better. 

Data has also shown that video drives more conversions and sales compared to other ad formats. The dynamic and engaging nature of video content captures user attention, making it a potent tool for advertising campaigns. That awesome video you made for your organic social media feeds would also make for great paid ad content – particularly if it did well organically. 

So there you go! A few good reasons to keep Facebook front of mind when creating video content - and importantly, consider posting it natively to see the best results. Need a hand or help with your marketing goals? No problem, reach out to our team - we're located in Ipswich Queensland Australia but help people all over the country achieve their digital marketing goals.

Cheers - Ben