Even if you have a limited knowledge of social media, you've heard of Sheryl Sandberg. Sandberg is Facebook's COO, and she's played a big role in helping the social media giant roll out its wide breadth of paid Facebook advertising options.
At the recent Viva Technology conference, Sandberg was channeled in via video to speak to marketers about the rise of video content on Facebook. In fact, she called the rapid growth of video content "the fastest adoption of a communications technology the world has ever known."
Mobile users are one of the reasons why Facebook video ads have been so successful. More than half of all videos watched online are viewed on mobile devices. Another powerful statistic is that 65 percent of Facebook videos are viewed from mobile devices. Marketers need to appeal to users accessing the internet via a mobile device, and Facebook video advertising is an effective way to accomplish this.
While Facebook videos will help marketers to connect with their audience, Sandberg says that some advertisers still make mistakes with their videos. Here are two useful pieces of Facebook advertising advice from Sandberg for hitting a homerun with video content:
1. Assume a distracted audience.
Today's consumers have an attention span shorter than that of a goldfish. You only have a few seconds to grab their attention, and this is especially true with video content. The big takeaway that you want your audience to gain from the video needs to be placed at the beginning so that it can be consumed within the first two to three seconds.
Marketers also need to realize that many consumers are viewing Facebook videos without sound. In fact, as many as 85 percent of Facebook videos are being viewed with the sound off. Therefore, it's imperative that the message in your video is able to be digested without viewers needing to turn the sound on.
2. Create natively.
The concept of native advertising is to create content that resembles the natural form and function of the platform that it is published on. Native advertisements enhance the user experience rather than make the user feel bombarded with marketing messages. A common mistake that marketers make is assuming a video ad cut for TV will work on Facebook. By creating native Facebook videos that shed light on your business and allow your personality to shine, you'll be much more effective with connecting with your audience.
Facebook videos will continue to be a key way for marketers to reach their audience. Using Sandberg's two important pieces of Facebook advertising advice will allow you to get better results with the video content that you share on this social media platform.