How often do you take time out of your busy schedule and devote an hour and a half to watching a movie? Probably not as often as you used to, right? On the other hand, how many times a day do you watch those short Facebook videos designed to show you something in less than two minutes?
My Strange Addiction: Facebook Videos
More often than I’d like to admit, I fall down the rabbit hole. Especially when I’m on my smartphone. I tell myself I’ll watch one video, because I really really really need to see how to make dry ice smoke bubbles, even though I have no clue where to get dry ice. But then Facebook does the sneakiest, cleverest, slyest thing ever – it recommends more videos for me to watch.
And not only does Facebook recommend more videos, it recommends more videos based on my history and previously shown preferences. For example, if I just finished watching a video about making a Katherine-Sabbath-style cake, it’s going to recommend more cake-decorating or recipe videos. And for the life of me I can’t say no to that.
So what usually happens is that I end up watching what I assume has to be at least a hundred short videos. Before I know it, more than an hour has gone by, which completely sinks my “I’m so busy, I don’t have time to watch an entire movie” line.
If Something Isn’t the Way You Want It to Be, Yell “Plot Twist” and Make It Work for You!
At first, I thought about how I failed at managing my time, or how I’m “addicted to the Internet and my phone”. But then it hit me. (No, literally. I dropped my phone on my face.) I took a step back, analyzed the situation and saw an opportunity. After all, I can’t be the only person in the world who watches so many Facebook videos one after the other, right?
So what at first appeared to be a time-suck actually taught me something. It made me realize that this is exactly why everyone should apply this strategy to their marketing efforts. Let’s face it, just writing articles isn’t cutting it anymore. Yes, from an SEO standpoint, it’s great to have written content. However, it’s not enough. You have to give the people what they want. And the overall consensus is that people want to watch videos.
Why Should I Create Videos?
If you’ve been paying attention to marketing trends in the recent years, you’ve noticed that most companies are investing more and more in inbound and content marketing.
The point of content marketing isn’t to keep selling to prospects on every step and in every conceivable way, shape or form, although it is your ultimate goal. No, the point is to build a relationship and a positive image of your brand. People who have a strong emotional bond to you, your product, service, brand, are more likely to make a purchase later on.
So What Kind of Videos Should I Make?
A video that shows what you do, or what your product is, or how people can use your services, i.e. an explainer video, is a must. When you land on any page, you expect there to be a video about what they’re selling.
But we’re talking about Facebook videos now.
If you’re playing the long game, the content marketing game, you should focus on creating videos that have that extra bit of oomph in them WHILE delivering value. No one watches a video just to watch it. Everyone wants to get something out of it.
Analyze your audience and then create a more personalized approach to suit them. If you’re selling used cars, creating interior design DIY tutorial videos is not the route to take. In this case, you would attract the right kind of audience, i.e. potential customers, with videos about car parts, what to look for as early signs of car troubles, etc.
Let’s Talk Numbers
According to MediaKix, from January 2014 to January 2015 in the U.S. alone, the number of videos published has exploded, increasing by 94%. Right now, the total potential Facebook video viewing audience is greater than 1.79 billion monthly active users.
In 2014 CEO Mark Zuckerberg was quoted as saying “In five years most of Facebook will be video”. Well, my friends, the future is now. In 2017, online videos will account for 74% of all internet traffic.
So I think the point is pretty much clear. The conclusion you can draw for yourself if to step up your game and get on the video train. (Whoa, that sounded cheesy, but you know what I mean.)