Facebook’s algorithm changes like a teenage girl’s love with pop singers. At first it was just creating content that would reach your audience. It then evolved towards driving fans to click on links through a funnel format. And even more recently a brand has to have a picture to generate any sort of interest with those everyday folks they wanted to reach. As of 2015 Facebook’s newest love interest has become video format, and it doesn’t look like that’s changing any time soon.
Why is this important for a brand’s social media? Well, that’s because depending on what your brand is looking to gain via video, the platform you’ll focus on changes (again, like that teen girl’s love). If the need of your brand is a growth in brand awareness, and your campaign needs to be put in front of as many eyes as humanly possible, then you need to be on Facebook. You’ll have larger reach, stronger engagement, and the auto play feature means that your audience will be seeing your video before they even knew they wanted to.
This last part is huge for any brand that wants to deepen their social media strategy, or just expand their content marketing offering. The fact that there’s no extra clicks needed to watch the content the brand puts out means that the drop off will be much lower than if the user had to click to another website. By relegating YouTube links to be just that (links that take the users off of Facebook) the wisest course of action is to use Facebook’s organic video for that specific platform, and then use YouTube for other social media platforms. It will fragment overall numbers, and will take a bit more time to finish the uploading process, but the stats will speak for themselves.
We’ve just scratched the tip of the proverbial iceberg, but we’re wrapping up this piece for now. Stay tuned for part two as we dig into the numbers, and delve a little deeper into why Facebook, and its use of video as a huge piece of the content marketing strategy, is a major influence on your brand’s social media marketing strategy.