How to Structure Your Facebook Videos & Other Helpful Tips

Marissa Heckman
By Marissa Heckman

Leveraging videos on Facebook is a no-brainer. Videos are more captivating, better at explaining information, and most importantly, favored by Facebook over static images. Yes, you heard right. A video on Facebook will get more impressions than an image. However, let’s not overlook the importance of making your video a success. This blog post will outline how to structure your Facebook video to perfection.

Step 1: Introduce The Problem

What problem does your product or service solve? Why should someone continue watching your video for more than 3 seconds? You’ll need to set up the problem strategically. First, have a clever hook to keep them watching. Second, introduce the problem they’ve all been dying to solve. If it’s not a huge problem, make it seem like one. For instance, consumers did not fully understand or feel the annoyance of a cab until Uber came in and told them.

Step 2: Introduce Your Service

Enter Uber, the solution to all of your transportation problems. This is the portion of the video where you’ll state your product’s name and a brief introduction about it. Don’t forget to speak to your brand voice and, if applicable, use humor when possible.

Step 3: Explain Your Service

Here is where you can go into more detail about your product, how it works, and why it’s awesome. Basically, organize everything worth stating within this 30-50 second window of opportunity. Remember, people want something easy. It’s vital to explain how easy your product is to get and use. If it’s too difficult, you’ll lose them. Overall, make it short, make it sweet, and make it memorable.

Step 4: Add A CTA

Where should your audience go and what should they do with this information now? You’ll want to clearly outline what you want your audience to do next. Should they go to a store, talk to a loved one, or visit a website? Keep in mind, the less steps, the better. You can also treat your call to action as a source of engagement by having the CTA to share the video or like your page.

Other Tips & Tricks

Filtering

For your video to stand out, you’ll want to make sure that the video footage, B-roll film, or images are all the same filter and have branding. Typically, light and bright content performs better than dark, so take that into consideration when you are choosing filters or editing lighting. You can also keep your video interesting with captivating transitions or great footage. Let’s face it, if it’s not nice to look at, no one will want to watch it.

More Opportunity

Try to leverage videos more often than just for promotional content. It’s great to have an explainer video, but you’ll also want video content for other purposes and audiences. For instance, let’s say you have a hair product. Not only could you post a video on the hair product itself, but also on various hair tutorials or more informational content, such as how cold weather affects hair health. Both of these videos can incorporate your product, but some will be more subtle than others.

Social Media Content Calendar

Influencer Coverage

You can also turn your influencer coverage into a video by using the beautiful imagery and testimonial. This not only helps further capitalize off of the coverage, but also creates a storyline to increase your brand’s credibility.

Sound

Facebook videos can be played with or without sound, so if sound is absolutely vital, make sure to use subtitles throughout your video. Adversely, make sure that the visuals can speak for themselves.

Length

Facebook videos have to be shorter than 120 minutes. However, if you are not filming a news breaking, heartwarming documentary, keep it to under 1 minute. This way you maximize the amount of viewers who view your video in it’s entirety and you are then able to leverage the video on Instagram too.

It’s easier than you think

It’s not easy to capture epic, movie-screen-worthy footage. However, it can be easy to transform images into video. You can edit and string images together to create a thumb-stopping GIF. Check out this example made by SPANX here.

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Another option is to use static images to make an actual video, such as the one linkedhere by Field Supply. You’ll see in this video that the brand leveraged both stock images and GIFs in order to create a short informational, yet appealing video.

Wrapping Up

No matter how you spin it, videos are essential to your success on Facebook. Whether you use videos for promotional purposes or for engagement, have a purpose behind the post and for the viewer. Keep it short, creative, and compelling. Be conscious of what your competitors are doing. And lastly, have fun with it! If it’s a fun video, chances are it will get a like & share from like-minded viewers.

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Marissa is an Organic Social Media Specialist at Power Digital. Born and raised in California, she enjoys working in the digital space to practice and enhance her strategic and creative thinking. Having graduated top of her class at SDSU, she finds enjoyment in the ever-changing and challenging world of marketing.