Social media is going through a sea change. The strongest evidence of this transformation is on Facebook. To boost Facebook engagement, marketers have to adopt a new approach and start using more video.
(Full disclosure – I am a Co-Founder of MondoPlayer which is mentioned in this post.)
A Folk Singer’s Advice
Marketers need to heed the advice of Bob Dylan who famously sang:
“Come gather round people wherever you roam
And admit that the waters around you have grown…..
You better start swimming or you’ll sink like a stone.
For the times they are a changing.”
The Future of Text
The written word is steadily vanishing on Facebook.
I have witnessed the growing dominance of visual content in my timeline. Instead of posting long text updates my friends are sharing a photo or video of their child with a little bit of text like “Pure joy!”
Senior executives at Facebook are predicting the end of the written word on Facebook. They confirmed that they are seeing a yearly decline in text.
According to Nicola Mendelsohn, Facebook VP for Europe,
In 5 years time Facebook will be definitely mobile, it will probably be all video.
You can watch Nicola’s presentation in this short video:
Mark Zuckerberg made this telling statement in an interview with Buzzfeed News,
“We’re entering this new golden age of video. I wouldn’t be surprised if you fast-forward five years and most of the content that people see on Facebook and are sharing on a day-to-day basis is video.”
The evidence is mounting that if you want to boost Facebook engagement you have to use more video.
How To Crack the Facebook Code
Buzzsomo conducted a study of more than 800 million Facebook posts from 2016. Here are the key findings:
1. Visual content is the most engaging
Make sure you post lots of video and photo content. This is what the Facebook audience wants and its the best way to boost Facebook engagement.
2. Videos got more shares than any other post types
Mari Smith, an expert in Facebook Marketing, says
Shares are the holy grail on Facebook. They get your content into other newsfeeds.
Since organic reach has dropped dramatically, shares have become very valuable. For that reason, Mari recommends that almost all of your posts should contain video.
3. Posting in off- peak times gets more engagement
Try posting outside of business hours. Buzzsumo’s research revealed that Sunday was the best day for engagement, followed closely by Saturday.
4. Keep your text short and sweet
The most engaging posts were less than 50 characters.
Why you need to Share Other People’s Videos
Clearly, there is an insatiable appetite for video and it performs so well you should make it a priority if you want to boost Facebook engagement. But sharing all your own video is neither practical or advisable.
Social media experts advocate that you should use the 80/20 rule. Share 80% of other people’s content and 20% of your own content Here’s why:
- Builds relationships with influencers
If you share other’s content, they will share yours and this extends your reach.
- Nurtures your audience
Provides your audience with “edutainment”, educational and entertaining content.
- Let’s you be generous
If you constantly post promotional content you come across as selfish. Your audience will tire of being asked for more time, money or attention.
- Saves time
Original content takes a lot of time and resources to produce
- Positions you as a thought leader
You become a trusted and reliable resource to your audience. You become their “go to” source for useful and engaging content on their subject of interest.
How to Quickly Find and Share Other People’s Video
If you are now convinced that it is important to post more video to boost Facebook engagement and to observe the 80/20 rule, your next challenge is to find video to share.
A quick and effective way to overcome this obstacle is to use a tool.
You will you need a tool that is purpose built for finding and sharing videos.
Otherwise, you will have a difficult time finding enough videos and the process will be inefficient.
Pick the Right Tool for the Job
MondoPlayer is a specially designed tool for social media pros who are serious about sharing videos.
MondoPlayer is a mobile App for Android and iOS that provides you with the latest videos from sites all over the web. You get a steady stream of fresh videos on your topic.
Without leaving the App you can can quickly preview videos, create multiple video posts and schedule them using popular social media tools like Buffer and Hootsuite.
MondoPlayer makes it possible for you to queue up a week’s worth of highly engaging videos while you have a cup of coffee.
Keep Up with the Times or Vanish
The times they are a changin. The writing is on the wall… Well, actually it’s not.
In the words of the Facebook VP, Nicola Medelsohn,
If I was having a bet I’d say: video, video, video.