That prediction has largely held up, with Facebook adding new features like live-streaming and video ad options all designed to facilitate rising user behaviours and deliver more video more often.
Recently, Facebook announced some new video features which could have significant implications for those looking to use video in their Facebook marketing strategies – here’s what they announced.
1. Facebook videos switching to ‘sound on’
Facebook videos will be switching to ‘sound on’ by default, meaning the audio will kick in as users are scrolling through their news feeds.
Up until now, Facebook has taken a ‘sound off’ approach, which has seen many marketers alter their video strategies to cater to this, utilising prominent on-screen captions and the like to grab attention silently.
While it remains to be seen how users will respond to this change, it is important to note that audio will likely play a bigger role in Facebook video marketing in future, and to build that into your strategic approach.
2. Improved vertical video
Facebook is also improving the presentation of vertical video, removing cropping and enabling the video to take up the full screen, making it a more immersive experience.
There’s a lot of mixed opinions on vertical video – professional video producers hate it, as it can degrade the quality of your content, but a growing number of people are consuming video content in this way. This has been a key feature in the rise of Snapchat, where vertical video presentation has been a central part of their approach.
Given the improvements in vertical presentation, it’s worth Facebook marketers taking the time to watch some vertically shot content for themselves and to assess whether it’s worth shooting in vertical mode for future content.
If you do opt to create vertical video, ensure you watch your analytics data and measure your audience response.
3. Watch and scroll
The last significant addition is the added ability to continue watching a Facebook video as you go about conducting your other regular on-platform activities.
Now, you can move a video to the corner of the screen and keep scrolling through your Facebook News Feed. The video, which you can pin to any corner on your mobile device, will continue to play on a smaller screen, so you can keep watching while you ‘Like’ posts and check out what else is happening.
From a marketing perspective, this provides more opportunity to get people watching your Facebook content – especially if you pique their interest in those initial seconds. Even if they’re only a little interested, they can open your video and play it while they continue doing other things, which may see more people become more willing to view more video content.
These are some fairly significant changes to the Facebook video process, and it’ll take some time before we can get a full assessment of the user response. But it’s worth taking note of how Facebook’s looking to evolve their video options, and how that relates to your approach to the same.
If you need help with your social media marketing strategy, get in touch.