Video is one of the best types of content marketing across the social web. In a recent eye-tracking study, Facebook discovered that people gaze five times longer at video than static content on both Facebook and Instagram. And, in a mobile-first world, shorter video ads drive results.
Facebook gives priority visibility to video content in the news feed. Here’s a hot tip for you: instead of posting links to your blog posts on Facebook, take a few moments to create a short, compelling video to catch attention and increase reach. Be sure to include the URL to your blog post in the description of the video. And, by boosting the video post, you can also add a call-to-action button to drive traffic to your blog post. See this example on my own Facebook Page.
With Facebook and Instagram’s video autoplay feature, the movement catches the eye. Be sure to design your videos for sound-off by adding text overlay.
To create stunning, professional video posts and ads on Facebook and Instagram, check out three of my favorite tools:
Wave.video is an easy-to-use online video maker for creating marketing and social videos in minutes.
Two excellent features that make this tool stand out are:
1. Access to 200 million high-quality, royalty-free stock video clips and images (500,000 of which are included in the plans, and the rest available for purchase)
2. Simultaneously create multiple formats optimized for Facebook and Instagram, such as square, landscape, story, Facebook cover and more
When you want to showcase a blog post on Facebook with a short, simple video, Wave.video makes it easy to search their vast library and quickly find the perfect eye-catching assets. Add text overlay, a call to action, music track and you are good to go. Plus, Wave.video allows you to add watermarks, upload your own logo, choose fonts and colors, and select from a large library of great royalty-free music.
Try producing both landscape and square formats for the same 5-15 second video and split test in two different Facebook ads. Or, with the click of a button, reformat the same video into an Instagram Story ad.
Wave.video is currently only available as a web-based tool.
If you have your own library of photos and videos, Animoto is a great choice. This tool allows you to create videos in three easy steps. First, pick a style for your video. Second, upload your own photos and/or video clips, add text elements and choose a music track. Finally, produce the video and share it on your website or social channels.
One of the features that makes Animoto stand out is their wonderful array of pre-built storyboards or templates for marketing videos. Simply replace the placeholder photos and videos with your own assets. And, Animoto’s “Memories” slideshow themes are stunning for showcasing your own photos and video clips into stylized videos.
Plus, Animoto has a format called Quote Blocks for quickly creating short, inspirational videos or showcasing customer testimonials.
Animoto is a web-based tool, and has apps for Android and iOS devices.
3: Adobe Spark
Spark is a fabulous three-in-one tool by Adobe that easily creates graphics, videos and web pages.
To create videos, simply follow the online prompts, pick a story template or build your own. Upload your assets or choose from royalty-free sources. Because Spark is part of the Adobe suite of products, you can access your Adobe Stock account, Creative Cloud and Lightroom.
Adobe Spark is a free tool, both web-based and as a mobile app. To remove the Adobe Spark branding on your videos, you will need to upgrade to a paid account.
Including more videos in your Facebook and Instagram content marketing and ad campaigns can help to dramatically improve your visibility, reach and conversions.
About Mari Smith
Often referred to as “the Queen of Facebook,” Mari Smith is considered one of the world’s foremost experts on Facebook marketing and social media. She is a Forbes’ Top Social Media Power Influencer, author of The New Relationship Marketing and coauthor of Facebook Marketing: An Hour A Day. Forbes recently described Mari as, “… the preeminent Facebook expert. Even Facebook asks for her help.” She is a recognized Facebook Partner; Facebook headhunted and hired Mari to lead the Boost Your Business series of live events across the US. Mari is an in-demand speaker, and travels the world to keynote and train at major events.
Her digital marketing agency provides professional speaking, training and consulting services on Facebook and Instagram marketing best practices for Fortune 500 companies, brands, SMBs and direct sales organizations. Mari is also an expert webinar and live video broadcast host, and she serves as Brand Ambassador for numerous leading global companies.
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