Video Optimisation for Facebook
Technically Facebook isn’t a search engine, but that doesn’t mean you shouldn’t be thinking about how to optimise your clips for being found. Sure, Facebook does have “Open Graph” which enables you to search the platform, but when it comes to video search optimisation tactics for Facebook, you need to think differently than that. When people log into Facebook they are in search mode. It’s just that they are in search of the next bit of something that’s going to stand out enough for them to think that it might be worth their time. So, when it comes to optimising your videos you need to follow these steps.
Download the FREE Video Search Optimisation Guide to learn more.
1. Native video upload on Facebook is a must.
Upload your video directly to Facebook. Don’t just share your YouTube link. Facebook wants to keep its users on Facebook as much as possible. So their algorithms are designed to preference native video on facebook over links to YouTube. It also means it will auto play in people’s news feed. Native uploads will also build you a video catalogue on Facebook that new people that find you and your service can then view.
2. Facebook videos need a visual hook.
When it comes to Facebook you just have to include aÂ visual hook in your videos. This means that people will be attracted to either click to watch or turn on the sound without hearing anything. Facebook’s auto play feature means your video will be playing in peoples newsfeeds and you’ve got to try to catch the attention of people who can only see you. To start this video I went a bit gimmicky by using the stick on mustache. I got it from a birthday card my nephew picked out for me. I was dared to wear it on school drop off by my daughter. And by the chuckles I saw it was something that grabbed a couple of seconds of attention. So I kept it as an idea I would look to use sometime in a video. Gimmicks will work sometimes, but you’re not going to want to rely on that all the time. Another simple one that you’ve probably seen is people including subtitles in their videos. Whatever you do, just remember that if you’re relying on people hearing you to get hooked to watch the video, this isn’t going to work on Facebook.
3. Don’t forget to use Facebook’s Video SEO options.
This is the same sort of stuff that we covered in the YouTube video when it comes to title, tags and custom thumbnails. You can put this sort of stuff on your video on Facebook as well. This is definitely going to help people find your video later on if they lose it somewhere in their news stream. It is also great content for search engines to crawl over.
4. Entice people to watch your Facebook video.
Facebook gives you the option to “say something about this video”. Write good copy here that tells people why they have to watch your video. What you want is something that encourages and entices people to click to watch your video. Too often people write what’s covered in the video. If you do that, you’re giving them a reason not to watch. Because you’re already told them the information that’s in the video.
5. Make use of Facebook’s video button option.
When you upload a video, Facebook will give you an optional call to action button. This is not an optional button if you want to optimise your videos properly. Give your audience your suggestion on what their next step should be. This button is a great way to influence an engaged viewers journey. There’s a range of different options. So find the one that suits most, and use that. It will show up as a suggested option when your video finishes playing.
6. Publish your Facebook video at the right time.
There’s not much point in releasing your video when no one is online. What you want to do is to look at when it is that your audience shoots up and schedule your video to be published at a time when your audience is coming online. You can find out the best times to post using Facebook’s Insights feature which shows you the trends of your audience.
7. Still share your YouTube link, and re-share your Facebook videos.
Social is all about in the now, and a share today is lost tomorrow. Share your video on Facebook more than once. This is going to mean re-sharing videos you’ve already posted on Facebook. It means sharing the YouTube link. It also means creating other content, such as images, to drive traffic to your video on your website. So you should re-share good and relevant content more than once to increase the opportunities for it to appear in front of customers. Choose the videos that perform the best, and don’t worry about those that haven’t had as much traction.
So there’s 7 steps to increase the optimisation of your Facebook videos. There’s a more detailed rundown of each step in the Video Search Optimisation guide you can download below.