The superior information to Fb Watch
In 2017, Facebook released its answer to the burgeoning streaming video market: Facebook Watch. Through Watch, users were able to view both scripted and live video from professional networks, brands, influencers, and everyday people.
Facebook released Watch to a limited group of users and it pretty much flew under the radar for that first year. In 2018 they launched it worldwide and the service took off like a rocket.
By 2019, Watch had 270 million monthly users, and by 2020 that number had grown to over 1.25 billion, according to Facebook.
I covered Facebook Watch in an earlier post when it originally launched. Since then, they have expanded their content offering (even into music!) And added a ton of features for brands and marketers.
In this post, I'm going to dig deep into how to use Facebook Watch for marketing after the platform matures.
View content on Facebook
Facebook is still experimenting with different content types, adding, subtracting, and optimizing to find the right balance for its platform. In 2019, Rick Van Veen, director of global creative strategy at Facebook, told Variety:
We're still finding out and learning. Whenever you start a new platform there are a few things you need to throw on the wall and see what works and what doesn't.
You can find the scripted content of Facebook on the "Ads" tab. In this area they have entered the ring with Netflix, Apple + and Hulu. Here, users can find everything from comedies to critically acclaimed dramas to reality and talk shows.
For example, Red Table Talk is a popular show starring Jada Pinkett Smith where she gets guests to discuss sensitive issues such as divorce and gender identity. Meanwhile, Mike Rowe plays "Dirty Jobs" in "Return the Favor," which won a Daytime Emmy.
However, they recently scaled back their scripted content and canceled some of their popular shows in favor of live and sourced content from brands and users.
Facebook Live is a year older than Watch. However, when Watch launched, Live was bundled with the rest of the video content.
The types of live video range from US Senate committee hearings to live author readings and skiers performing their tricks.
Small businesses have also rushed to live, creating events and courses to drive sales.
In August 2020, Facebook launched its new music discovery platform, Facebook Music. Here, users can browse videos by genre, trending topics, artist, and even mood. Currently, the app is only available in the US, India, and Thailand, but it has already attracted a lot of attention.
For example, Katy Perry debuted her music video "Smile", the title track of her fifth album, on Facebook Watch.
How Facebook Watch works
When you create a video on Facebook Watch, whether it's a live event or a scripted show, upload it to Facebook using Creator Studio.
The Creator Studio is the hub for all your business content for Facebook. From here, you can upload videos in bulk, post to different sites, schedule posts, consolidate engagement and make money. You can also use the detailed analytics tools to monitor your content.
Facebook will place mid-roll ads on the videos you upload. Forty-five percent of the revenue from these ads goes to Facebook and the remaining 55 percent goes to you.
Helpful hint: Facebook prioritizes longer videos (3+ minutes) and content that engages the audience and stimulates conversation. You're looking for content creators who will respond to user comments and pin the best comments to the top of the feed.
How Your Business Can Benefit From Using Advanced Facebook Watch Features
In France, the national broadcaster M6 started creating videos for Watch, according to Facebook. Their one minute video views more than doubled in nine months and they have organically gained 6 million new followers.
Here in the US, according to Facebook, Buzzfeed increased its sales by creating three-minute videos on Tasty, Goodful, Nifty, BringMe, Cocoa Butter and Pero Like.
"We moved fast and increased our payout from total in-stream ads by 20% compared to the previous half year," Maycie Timpone, executive director of video and publishing at BuzzFeed, told Facebook.
Facebook Watch has become a powerful tool in the pockets of marketers. Let's take a look at some ways you can use Watch to increase sales and gain new followers.
Facebook is all about personalized content. With Facebook Watch, you can upload videos directly to your target audience. Your videos will also appear in certain categories, e.g. B. "Shows Friends Follow".
Facebook also categorizes your videos by genre, subject, and even mood.
Recently, Facebook introduced themes for mobile users. Themes allow users to further customize their video feed by selecting categories that interest them.
Show Pages allow users to interact with show creators and fans. You can leave comments, ask questions, or even engage in interactive video content. Like any other Facebook page, you can like, follow and share pages with friends.
This feature is particularly useful for live video. Viewers can respond, share, and comment on a video in real time.
Real-time engagement is a great opportunity to get initial feedback on your video and connect with your audience by asking and answering questions and becoming part of the conversation.
Facebook watch parties
Facebook's ultimate goal is to bring people together. Because of this, a few years ago they added groups so that people with similar interests could find each other.
With Facebook Watch Parties, viewers can bring a group of friends together to watch videos and chat about them in real time.
Video artists can create content tailored for parties to encourage engagement.
Playlists allow video artists to group videos and publish them on their pages. Videos are played in sequence to improve views.
Marketers can use playlists for video series or group videos by topic.
Optimize your Facebook videos
You may already be creating killer content for YouTube, but optimizing Facebook Watch videos is a little different. Here are some tips on how to get the most out of your Facebook video content:
First of all, make sure it is original
Getting content from YouTube or even your website isn't working for many reasons. First, the aspect ratio can be wrong (more on that next). Second, original content that is exclusive to Facebook will keep people coming back so you can take advantage of Facebook's monetization tools.
Pay attention to the aspect ratio
Facebook offers video artists specific aspect ratios for all pages on Facebook and Instagram.
You'll want to follow these guidelines, but generally make sure your video was captured for cell phones. The vast majority of Facebook users access it on their mobile phones, and more than half of the advertising revenue comes from video ads that are first available on mobile phones.
85 percent of the videos on Facebook are viewed without sound. Of course, adding subtitles to all of your video content increases engagement.
Add a CTA
When you upload a video, you can add a CTA at the end via Facebook. Whether it's an invitation to watch more videos, watch a product, or just like your page, adding a CTA can increase engagement and even increase conversions.
Beyond the Basics: Advanced Facebook Watch Uses and Features
Recently, Facebook added a number of cool new features for marketers to take advantage of. Let's look at them.
ThruPlay is a default setting that you should keep. With ThruPlay, if your video is less than 15 seconds, it will be sent to users who are more likely to see it. If it's longer, it will be sent to users who typically watch videos for more than 15 seconds.
Paid online events
Online paid events have become a feature of live video and have become an indispensable tool for businesses. Brands can create, host, and promote an event in one place. You can also set a price and collect payment easily.
Helpful hint: Facebook usually charges a fee for a paid online event. However, they waived their fees until at least August 2021.
The ability for fans to subscribe to your video page increases engagement. You can also promote customer loyalty through exclusive offers and content for subscribers.
According to Facebook, it can also be used to predict monthly earnings.
Another feature is Stars, a tool that fans can use to support your work. Users can buy stars to send to you. For every star a fan sends you, Facebook gives you 1 cent.
(Think of “Ralph is breaking the internet” and the hearts he has earned with his videos.)
The more you deal with users, the more likely they are to send you stars.
Facebook is still rolling out this program for a limited number of users, but you can sign up to show your interest.
A / B testing tools
In the backend, video artists can use Organic Video Post Testing to test between two and four variations of a video at the same time. Videos are distributed to your target audience but not published on your page. The video with the highest engagement after a certain amount of time will then be automatically published on your page.
According to Variety, Facebook pays 22 percent of digital advertising spending in the US. Before Watch, ads that appeared in newsfeeds and on the right track got lost in the mix, right?
As mentioned earlier, ads that are usually lost on Facebook feeds get a lot more exposure when they appear in the middle of a video.
Mining audience data from your Facebook viewers
When it comes to analytics, Facebook Creator Studio is a treasure trove. Here are some of the cooler stats you can get from your dashboard:
There are so many different ways you can analyze these metrics. For example, if you want to see the number of minutes shown, you don't have to settle for a flat rate. You can break it down by the minutes that appear on your page, in shared posts, and crossposts.
You can also see how many views were longer than three seconds or how many people watched the entire video, whichever comes first.
You can also choose to play automatically vs. click-played and paid vs. filter organically.
All views are measured over a period of 28 days.
Audience retention and retention
For a quick overview of your posts, you can view the number of reactions, comments, and approvals for videos with at least 100 views.
You can also go far beyond that. You can view audience demographics and filter by fans and non-fans to know who you're really reaching.
If a video is performing well, you can improve it right from your dashboard.
To go even deeper into each video, Facebook shows viewer retention over the entire length of the video. Line charts like this one show you exactly where viewers dropped off on your video so you can make adjustments.
What's really great: when you hover over the line graph, each point on the line shows the corresponding frame of your video.
Finally, you can compare each post to other posts to see what types of videos and content work (or not) well for you.
Just as important as the positive metrics are the negative ones. Facebook can show you negative comments and the number of times people have hidden your video on their feed or reported it as inappropriate.
Finally, Facebook can differentiate between clicks to play your video, clicks on links embedded in your video description, and clicks on your CTA.
Increase User Interaction Through Facebook Watch (And Why It Matters!)
We've talked about all the levers you can pull on Facebook Watch. But how can you use them to increase user engagement? Here's how you can use all of their cool features to do just that:
Make use of real-time commenting
Comments give context to all of these reactions and shares, but you probably knew that. Of course, you can use them to improve your content by creating more positive comments and less positive ones.
More importantly, you respond to comments not only on your videos but on your pages as well. Show your fans that you are watching and they will be dedicated followers.
Instead of simply reacting to conversations already taking place, create and lead the discourse yourself. Invite fans to comment on certain elements of your videos, share their tips or ask questions.
If you are part of the Star Program, this is a great way to encourage people to send you something.
Use the subscription function
Subscriptions are a great way to achieve that velvet rope effect. Create a fan-exclusive area to get content updates before anyone else. Offer content and freebies to subscribers.
Make them feel special and they will keep coming back to learn more.
Use the data obtained
As you've seen, Facebook gives you a plethora of analytics on your videos, right up to the moment when viewers stop watching your videos.
Use this information to compare and refine content, experiment with longer or shorter videos, or introduce and track new content.
Don't neglect the A / B test function
While creating multiple videos is time consuming, testing multiple A / B versions of videos will only add to your engagement, and you can't deny how easy Facebook is to make it.
Since they don't post anything on your page until the end of the trial period (which they automatically do), you really have nothing to lose.
Facebook Watch has grown explosively, grabbing the attention of brands, celebrities, small businesses, and influencers. The sheer number of viewers and the amount of ad revenue on the table make creating original content for Facebook a breeze.
The real trick is to pull the right levers to create engaging videos that get reactions, approvals, and comments. If you can get subscriptions, even better.
Immerse yourself in your Creative Studio and check out all of Facebook's advanced tools.
How are you going to use Facebook Watch to build your audience and increase your sales?