There is no doubt that Facebook has changed the way people connect and communicate. And with the continued evolution of the platform since it was launched 15 years ago, Facebook trends have influenced how digital marketers behave. This makes it one of the most critical aspects of the marketing industry.
Video has spent the last few years exploding onto digital marketing strategies, company webistes and social media platforms. It’s at the point now where more businesses understand what video is and the benefit it holds, even if they don’t necessarily use it. It’s been proven over and over to be one of the most effective ways to attract and convert customers, increase brand awareness and generate higher ROI than almost any other marketing activity.
So what if we were to bring these two things together, and combine the power of Facebook with the force of video marketing? What would happen, and how would that change the business marketing landscape of 2019?
Video Marketing Statistics You Need To Know
Before we dive into exactly how the world of video and Facebook will be changing over the next 12 months, let’s look at some numbers. These statistics paint a fantastic picture of the video and social media landscape as it sits now, and just how powerful these tools have become in the world of business:
- 5 billion videos are watched on YouTube every single day
- 100 million hours of video are watched on Facebook every day
- 85% of videos watched on Facebook are watched without sound
- Marketers who use video get 41% more web traffic than non-users – no matter where the video is hosted or seen
- 65% of executives will visit a website after watching a video. 39% will then call a vendor
- 80% of users recall a video ad they have seen online in the past month
So you see, video has become such an influential tool that it’s now a staple in the marketing mix. And instead of living on YouTube your own website, video is fast becoming a social tool – something interactive and engaging to stop users scrolling. This is set to have a huge impact on how businesses create and use video content in 2019.
What Does This Have To Do With Facebook?
So far we’ve only really looked at the impact of video in a more general sense. But how do Facebook and video link together? Well, the main thing is that Facebook is embracing video on a whole new level – encouraging users not only to post videos but to create them on-platform as well. In 2019, there are three main ways we can see for businesses to take advantage of Facebook’s video features and really dominate the platform with video creatively, instead of using standard video adverts.
- Going Live: Since it’s launch in 2016, Facebook Live has helped businesses achieve higher engagement with their audience. Around 178% higher than any other post, in fact.
Facebook Live videos are attractive to viewers because they feel organic, and allow for real-time interactions between the content and the viewer. By mixing in live video’s with curated ones, brands can create a stronger connection and relationship with their audience.
- Camera Effects: Facebook has always been quite open about the fact that they wanted to bring AR and VR to the party, especially when it comes to video. Never known for standing still, the quickly came out with the new Camera Effects platform and Facebook Spaces, which together create a really exciting picture for marketeers.
The camera effects platform uses precise location, 3D effects and object recognition to create fully interactive video experiences. From putting users inside a full simulation of a new home décor scheme, through to videos of products that contain all the information in an engaging and entertaining way.
This allows customers to click on products within a video and be taken directly to the purchase site – another channel for online retailers that is already proving popular.
- Facebooks Spaces: Then we have Facebook Spaces. This fantastic little addition creates a full VR space for users to interact with friends. It was initially launched for the Oculus Rift and Touch and allows friends to have a place to meet even if they’re not in the same physical space.
In the virtual world, users can share various forms of media to each other live. For marketeers, this means a unique set of branding opportunities. Because the platform can recognise any object (instead of just faces), product information on photos is just the tip of the iceberg.
Users can point to virtually anything (from shoes to cars, clothes and food) and have all sorts of information and interaction pop up within Facebook Spaces. It’s still dependent on 360-degree content, which means brands that are investing in this will have the edge.
How Can My Business Benefit?
You might look at all of that and think ‘great, but how does that help my business’? So let us paint you a picture. Say you’re a medium-sized business owner, and you create unique soft furnishings.
As well as having your standard video content on YouTube and your website, you can use Facebook’s video abilities to really grow your business. You could share Live video clips of your designs, host Q&A’s to generate ideas for new products or showcase your products in a happy customer’s home.
You could enable the camera effects platform to create a ‘game’ video where customers can furnish a 3D room using your product photos, with Facebook spaces giving you the ability to add product information and links to your products so that they can be recognised and activated when a user is around them.
There are hundreds of ways businesses can benefit from using video on Facebook this year, and simply posting a promotional video is just the tip of the iceberg. To truly succeed, businesses need to be thinking creatively around their video and social strategy, blending them together to create a powerhouse of branding that makes them unforgettable.
At Orbital Media, we are experts in social media strategy, content and VR/AR technologies, so we are perfectly placed to help you take advantage of Facebook in the months to come. If you would like to find out more, get in touch with us today.