Wibbitz’s in-house editorial team creates daily Top Story news videos using our text-to-video Control Room platform. In her guest post, Wibbitz Editor Tami tells us how to create longer and profitable videos on Facebook.
Over the past few years, Facebook has become the number one destination for brands and marketers to share their content in video format – and these videos have performed best by following our favorite short, square, silent, and sexy mantra. These types of videos on the platform were great for reaching, building, and engaging with audiences, but not so great for generating revenue due to Facebook’s “walled garden” and anti-ad mentality. But now, Mark Zuckerberg wants you to forget about all of that and start creating long, vertical, audible and meaningful video content – and start making some real money.
Facebook will start testing ‘mid-roll’ video ads for the first time, and will provide publishers with 55% of the revenue generated from their videos. These ads will only appear once users have watched 20 seconds of a video that is 90 seconds or longer, which is a pretty big change for a platform that used to consider 3 seconds a video view. Considering that Facebook videos are set to autoplay, this clearly wasn’t an accurate measurement, as it tended to give higher rankings to more irrelevant content. Now, the platform’s algorithm will reward brands for longer watch times and better quality content, and will measure video views and completion rates based off of the length of the video.
This is great news for reputable brands that have been slighted by the lack of earnings made through Facebook videos, which caused many of them to reduce the amount of work invested in the platform. We’re expecting to see a huge improvement in the quality of publishers’ content on the platform now that there is real monetary incentive, so it’s critical to make sure your videos are up to par and give audiences a reason to stick around.
So, are you ready to start creating longer, profitable videos? Follow these best video practices for the new-and-improved Facebook to keep your audiences engaged, and your revenue shares high:
1. Tease in the title, reveal at the end
Don’t give away the most important parts of your story in the first part of the video. Make your viewers want to wait for the ad to finish in order to find out the juiciest news! The best way to grab your viewers’ attention immediately is to write a great title that alludes to the most exciting or interesting part of your story. Then make sure that news is revealed after the 20-second mark. Check out this video that we created with this tip in mind:
Tom Hiddleston FINALLY explains that Taylor Swift tank top from Fourth of July
Facebook has also started to embrace videos with sound on their newsfeed, and has already changed their long-held auto-mute settings to auto-sound. Advertisers will also be able to buy ads that they only pay for if the sound is turned on. Soundbites are a great way to add audible value to a video, and should be implemented into your video right before the 20 second mark to ensure a smoother transition from your content to the ad. As your users will still be accustomed to auto-mute on the platform, text overlays are a great way to transition audiences from viewing to listening. Say something in your text like, “He had a view things to say about that…” so users know to turn on their sound, then feature the sound and footage of your story’s subject without text overlay as a guide. Then once the ad is completed, you should start playing your video’s soundtrack to transition the viewer back to your story. Here’s a great example of a video taking advantage of sound:
Did Adele really break her Grammy in half for Beyoncé?
Now that the length of your Facebook video’s viewing time is more important than ever, it’s critical to make sure you’re using exciting transitions, interesting graphics, and dynamic, top-quality video footage throughout your video. Juxtaposing images with video clips and featuring various angles within each frame will keep your viewers engaged much longer than they would with an image-heavy slideshow. Watch the video below to see what I mean by juxtaposing images and video clips, then check out my fellow team members’ tips on finding the perfect media for your video!