Most tourism marketers know that video consumption is on the rise. However most are not aware of the many different types of videos that may have that elusive thumb stopping power.
Whether through explicit research data, or the sense gleaned from scrolling down one’s own social media feed most tourism marketers know that video consumption is on the rise however most don’t know about the different types of videos. While the importance of video for tourism marketing is not exclusive to Facebook, the social network is certainly a major contributor to it. In January 2015 Facebook reported 3 billion video views per day on the platform.
Mark Zuckerburg has made many big statements about video and Facebook and I heard Michael Stelzner of Social Media Examiner say at Social Media Marketing World this year, “It’s pretty clear that Facebook is directly going after YouTube.”
There are a many different types of videos that can be utilised on your Facebook page and new ones to come.
Lets look at our options for the types of videos Facebook.
Facebook Native Video
Facebook native video refers to videos that are created within or uploaded directly to Facebook, and auto-play within the News Feed. Originally when we posted videos to Facebook we were mainly just linking from our video on YouTube however through a series of changes within the Facebook platform it is encouraged not to just link a video from YouTube but to upload the native video directly into the Facebook platform.
Facebook’s algorithm favours native video. Think sharing your YouTube videos on Facebook is the same as uploading them directly to the social network? Think again. A recent article on AdAge revealed “Facebook’s content-recommendation algorithm gives preference to its own video player when determining what content to show in people’s news feeds…”
With all the challenges to Facebook organic reach that small business marketers have faced in recent years, this is important to note. While it might seem cumbersome to upload your videos separately on each platform, it’s key to getting the most engagement and exposure. Also, Facebook offers robust analytics for native videos that can help you refine your strategy and learn about your audience.
The majority of Facebook video views happen on mobile. Facebook’s Q4 earnings call in January revealed some surprising statistics about Facebook video that marketers should be planning around. After Mark Zuckerberg shared that Facebook now gets more than 3 billion video views daily, Sheryl Sandberg noted: “Today, over 50 percent of people in the U.S. who come to Facebook daily watch at least one video per day, and globally, over 65 percent of Facebook video views occur on mobile.” (Ad Week)
This important to note for two reasons: first, it’s a clear sign that social media is leading the charge toward mobile, and you had better create a strategy to address it. Second, if you are trying to market your products and services specifically to an audience that uses mobile devices, you’d be well-advised to consider funnelling your organic efforts as well as promotional budget toward Facebook video.
Facebook videos can now be embedded just like YouTube videos. In March, Facebook announced a much-anticipated update to native video that allows users to embed videos posted by pages into blog posts and websites just like they can with YouTube videos. This makes it even clearer that Facebook is looking to take over as the go-to video provider.
Facebook Video Tab has developed further this year. Facebook Video Playlists are similar to YouTube playlists in functionality; we now have the ability to batch videos together in relevant segments. Your audience can consume similar videos one after the other without having to search through your news stream to find the next in a series.
YouTube Video On Facebook
Native Facebook video – PROS
- Native Facebook videos, despite there being less of them, get just as many likes as the YouTube videos that people post on Facebook.
- Native Facebook videos get more comments than YouTube videos – yes, more interaction!
- Commenting on a Facebook video is a much more user-friendly experience for your followers. YouTube comments are notorious for off-putting troll-like interactions.
- When you share a native Facebook video, you can opt to include a ‘Like Page’ button – helping your wider interaction. This isn’t possible from sharing a YouTube link.
- You can tag people in your Facebook videos, again contributing to wider interaction.
- Your uploaded Facebook videos will appear in your ‘Pages Gallery’ – giving them a proud place to sit. If you embed a YouTube link, it will simply fade into oblivion as it get’s pushed down your timeline by more recent posts.
YouTube video on Facebook – PROS
- You want your video to be available online and as widely as possible. So you start with YouTube. Why spend the time uploading again to Facebook when you can just share the same link?
- If you have your video on YouTube and Facebook, you will be dividing the analytics on the video, making it more difficult to evaluate. YouTube Analytics is a great tool and you would rather just have one port of call for your video stats.
- According to Socialbakers, the YouTube videos were shared more often than the Facebook videos.
- Posting YouTube videos on Facebook allows for more flexibility – you don’t just have to post your own content, you can share other good sources of video content. This means that what you share will be more diverse and therefore potentially more engaging.
- When you link to one of your own YouTube videos on Facebook, you are also linking your audience to your entire YouTube channel and all of your other video content.
So the moral to the story: it all really depends on your marketing strategy! And need to be aware of where your audience hangs out and the different type of content that might be consumed on Facebook verses YouTube – just because a video performs well on Facebook doesn’t mean its suited to You Tube and vice versa – they are different platforms and content needs to reflect that.
GIFs and Cinemagraphs Video For Facebook
GIFs and Cinemagraphs are two similar pieces of media, but have quite different features and uses.
GIFs are image files that are compressed to continually loop the same motions over and over again — basically, a small portion of a video that repeats. For GIFs to work on a Facebook page GIFs must be hosted on third party site – they will not work if directly uploaded. Upload to a site like giphy and then post the link. Also it looks like they may not autoplay on mobile at this stage.
A cinemagraph is an image file where the whole photo is stationary, except for an isolated section of movement. “Not simply photography, not simply video, but a hybrid of the two.”
Cinemagraphs aren’t as widely used as GIFs, which presents an opportunity for brands to stand out with this form of media. I personally love cinemagraphs and think they can make people stop scrolling and take notice – they add movement to images and I think we will see more of them in our Facebook news feed in 2016. Check out Flixel Facebook page to see them in use in a Facebook page feed https://www.facebook.com/flixelphotos and you can read more about using them on the flixel blog.
Check out this tool I found about making your own cinemagraph.
Creating that movement in a news feed can really create people to stop scrolling and take a closer look – thumb stopping power.
Instagram Video on Facebook
Instagram allows you to create or upload videos of up to 15 seconds to its platform. As Facebook owns Instagram they have a good relationship and your Instagram videos can be shared on Facebook and although they don’t auto play they still display quite well.
The way is to post is to grab the post URL. On Instagram click into the video post you want to share and select the three dots “…” to enable sharing options and then select “Copy Share URL”. This can then be taken to your Facebook Page in the Pages app or regular Facebook mobile app, pasted, add your commentary, and the video will be displayed
360 Video on Facebook
360 degree videos will begin rolling out in News Feed from this month.
Facebook wants to create a more immersive experience for people to enjoy in their news feeds and are taking it one step further with the introduction of 360 video.
Tourism Australia and other destinations have already said they will be using more immersive video content into their marketing in 2016 and it does seem like the next natural progression.
To create 360 videos, a special set of cameras is used to record all 360 degrees of a scene simultaneously. This means that when the video is playing on Facebook, you can choose what angle you want to see it from. On the web you can do this by dragging around the video with your cursor, and on mobile devices you do it by dragging with your finger — or even just by turning your device. You’ll be able to hold up your phone and the 360 video will follow you as you turn, looking around, to experience things from all over the world like never before.
In the future, imagine watching 360 videos of a friend’s vacation to a small village in France or a festival in Brazil — you’ll be able to look around and experience it as if you were there. Along with updates from your friends and family, you will also be able to discover amazing new content on Facebook from media companies, organizations, and individual creators.
A number of publishers are sharing new 360 videos on Facebook today, including Star Wars, Discovery, Go Pro, LeBron James & Uninterrupted, NBC’s Saturday Night Live, and VICE. These videos help show the range of possibilities with this new medium. For example, Disney and Lucasfilm are debuting an exclusive 360 experience from its upcoming movie Star Wars: The Force Awakens, bringing fans inside the beloved Star Wars universe. Food for thought for tourism for sure.
People around the world are now able to watch 360 videos on their iOS devices. As with Android devices, you can explore a 360 video on iPhone by dragging around the video with your finger to see different angles, or simply by turning your device while a 360 video is playing. Additionally, people using a Samsung Gear VR and supported Samsung smartphone can easily play 360 videos from News Feed in their Gear VR.
Live Streaming Video for Facebook
This year Facebook unveiled its own live streaming video capability called LIVE. We have seen Periscope, Meerkat, Blab and several other live streaming video apps hit significant popularity and at first Facebook just rolled out its live streaming capabilities to famous people, however thats all just changed this month.
“LIVE lets you show the people you care about what you’re seeing in real time — whether you’re visiting a new place, cooking your favorite recipe, or just want to share some thoughts. No matter where you are, Live lets you bring your friends and family right next to you to experience what’s happening together.” says Facebook’s blog this week.
‘To share live video, tap on Update Status and then select the Live Video icon. You can write a quick description and choose the audience that you want to share with before going live. During your broadcast, you’ll see the number of live viewers, the names of friends who are tuning in, and a real-time stream of comments. When you end your broadcast, it will be saved on your Timeline like any other video, which you can then delete or keep for your friends to watch later.”
Click here to read how to share a LIVE video on your Facebook profile.
At the moment LIVE is rolling out only to personal profiles however it makes sense to think that Facebook pages will be next so I say watch this space.
Wow – so thats a lot of information. But if you are thinking about video for Facebook think about not just native video but your Instagram, YouTube, GIF’s, Cinemagraphs and get ready for 360 Video and Live streaming. Who knows what else will be announced in 2016.