How to Market in Facebook’s Culture of Silence
Ever heard the phrase Silence is Golden?
Facebook is now pretty much the standard of social media marketing. All small businesses should at least be regularly engaging audiences via posts, pictures, and video. Facebook offers a lot of choices, from slide shows to live opportunities to silent movies. Well, those videos that are being shared might as well be silent movies because as much as 85% of users confess to watching them in silence.
Think about how you scroll through your newsfeed. Quickly glancing here and there, maybe reading a few lines or looking at pictures– nothing that requires you to turn up the volume– so why would you hit unmute for just one of hundreds of videos playing out on your screen? You probably won’t.
So how can companies combat Facebook’s Silence? Take a cue from the information media sites.
Sites like CNN, Buzzfeed, PopSugar and much more all produce videos with background music and words across the screen, with the occasional sound bite. People naturally read what’s in their newsfeed, if your video has scrolling words, it’s likely to make an impact.
Also, notice the length. 30 seconds is more than enough to get a point across but is probably about 20 seconds longer than most Facebook users will watch. Think short, funny, unique. 10 to 15-second videos is what the public is becoming accustomed to, and it’s not as short as you think. A lot can be conveyed in 15 seconds.
And, consider content that is Facebook or social media exclusive. Many companies are just slapping their television ads on their Facebook page, but what works for TV is not necessarily translating to Facebook. Produce original content with your Facebook audience in mind. If you are selling merchandise, a quick video of new items will be eye-catching. If you own a web design business, consider a short highlight of your easy to use designs. Even agricultural businesses can get in on the action, a video of someone making a meal with your fresh produce can be shared over and over again.
When it comes to marketing your business on Facebook; notice how you spend time on the site. What are you clicking on, what are you scrolling past? While you may not be your company’s target audience, you are a Facebook user. Tailor your message to your audience but keep the Facebook user in mind.
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