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As of 2022, Facebook is still firmly at the top of the list in terms of social media platforms with the most active users. It has more than 2.9 billion globally making it a legit place for businesses to promote their products or services.
The most effective way to attract audiences on Facebook is by creating video content. Whether it is a presentation video, explainer video, interview video, and so forth, they all work well on Facebook.
Videos drive more clicks compared to image content and potentially increase conversion rate by 20 – 30%. However, getting those results is not a simple task for every marketer. They need to know the right formula to make their video ads generate sales.
If you’re looking for that formula, you’ve come to the right place. Keep on reading to discover a list of five ways to use video on Facebook to increase conversion.
1. Keep content informative and simple
People love informative content. It is one of the best strategies to build trust among your prospective customers and bond with them. Focus more on your content quality by exposing them to informative copy rather than thrust them with strong promotional content.
Moreover, keep your video simple and sweet. This means videos longer than three minutes are more likely to get ignored. So, create a straightforward and informative video that can be digested easily by your viewers.
2. Add subtitles or captions
Surprisingly, the majority of people watch videos without sound. There are certain conditions where they need to play video mutely. One of the cases when you want to watch a video on public transportation but forget to bring your headphones.
According to the data, 85% of videos on Facebook were played without sound. The huge number shows how important it is to add subtitles or captions to your videos.
3. Retarget Facebook video viewers
Retargeting Facebook video aims at those who have taken action on your post, such as clicking on videos, visiting websites, or even purchasing your products after visiting your posts.
Those viewers have ten times more potential to click on your future posts and most importantly are more likely to convert. You can go create a Facebook Custom Audience page to retarget your video viewers.
4. Leverage blog posts or landing pages
In order to increase a higher conversion rate, you need to expose your Facebook video to as many platforms as possible, such as landing pages and blog posts.
Videos on a landing page also boost engagement and increase trust from prospective customers. Along with embedding your Facebook video on a landing page, you can also embed tracking to know which video is the most impactful to reach audiences.
5. Add a direct call-to-action
Adding a direct call-to-action (CTA) is necessary for any advertisement content, including videos. A clear call-to-action functions as a motivator for prospective customers to finally take action.
Omitting CTA from your content has a high possibility to make viewers leave without doing the expected actions, such as buying a product or signing up for a newsletter.
Try to implement strong and direct CTA, such as ‘buy now’ or ‘sign up’ at the end of your video to turn viewers into customers.
Facebook video is one of the most powerful tools to promote your products or services to a mass of people. Besides, video is way more favored content compared to written or image-based content. Therefore, optimizing your Facebook video is a must act to do.
You can try to implement those five points above to make your video content on Facebook drive conversion. Don’t forget to always analyze your video performance to know the gap you need to fix or other potential actions to drive more traffic and conversion.