Video is fast becoming the darling of content marketing and social sharing. It is a great tool to use to capture content because it can be broken down into so many components. Its current the most shared media on Facebook and YouTube is the #2 search engine after Google, so collecting and sharing your stories through video is a valuable engagement practice.
In this example, I shot a simple interview with my iPhone. It was my first time and I hope you are impressed by my steady hands! As you can see, I held the iPhone vertically, which is a problem. YouTube’s native format is horizontal. We used Adobe After Effects to create a horizontal background with some stock footage and the client’s logo. I am sure you could do the same with many of the video editing tools out there. You could just as easily use a still photograph. Or you may want room to add your branding and do it on purpose.
When the video was ready, we posted it on YouTube and on the client’s web page. I was careful to use different text in each place to avoid a potential penalty in Google for duplicate content.
When posting to Facebook, I experimented with showing the video to see how it would display in the newsfeed. I don’t necessarily recommend posting a video three different times in a row in different ways, but I’ll have to see how the fans react to it. It may seem like spam or it may get their attention. If they hate it, it will scroll by in no time so don’t worry too much about experimenting within reason.
- Video Upload
Facebook is expanding their newsfeed and getting more visual. I mean literally. They are testing a wider column that really highlights photo and video posts. In theory, that should mean bigger pictures get noticed. So I wanted to see which type of post was the most visual. The winner was the upload from my computer. In this example I used the “Upload Photo or Video” status type and uploaded the mp4 file that we created. It took forever and I thought it didn’t work until I saw it in the news feed. It looks great, takes up the whole width of the news feed column and plays with one click on the image.
- Photo Link
Next I took a screen shot from the video and saved it on my desktop. I posted this as a Photo Upload and typed in a status update that included a link to a blog post on the client’s site that includes the video. This is good because it forces fans to click on the link and go to the client’s site if they want to watch the video. The down side is that they may not do that and will never see the full message. Additionally, setting it up as a photo post adds the photo to the Facebook Photo gallery so it becomes a piece of evergreen content.
- YouTube Post
Last I posted the YouTube link directly as a Status Update. This gives you a small video window that can play right in the news feed and includes the title and description you put on YouTube. This provides the benefit of watching directly in Facebook, but it looks like a small news link post, which is typically the least clicked-on kind of post. You could also add YouTube as an App for your page, but I don’t have that set up for this page right now.
Curious about the results? Post #1 is the leader with about 40% more views than post #2. It also has the most likes. Post #3 has by far the fewest views and no likes or comments. Its possible that it may have something to do with the fact that this is also the order I posted in, but the posts were made within minutes of each other. Interestingly, all posts got views, so maybe it wasn’t the worst thing to triple post.