Studies have proven it. Across all content forms, video grabs attention the quickest. Thanks to its visual nature being so easy to digest, videos on social media can quickly garner thousands – even millions – of views.
The potential for getting your business in front of potential customers is clear. In fact, Facebook recently hit a milestone of 1 million small business owners posting at least 1 video.
For some stellar inspiration, make sure you check out our Lessons from the 10 Best Facebook Marketing Campaigns.
Facebook is a social powerhouse
What started out as a casual social network in 2004 has evolved to become so much more. It’s now a comprehensive source from which many people get their information on a daily basis. With over 1.7 billion active monthly users, you can naturally assume that your target audience will be spending time there.
Within the past few months, video underwent a subtle but crucial change. Facebook added in the autoplay feature and it’s increased usability and driven video views significantly. With so many videos being posted, however, how can your real estate content stand out? Read on to find out what it takes to make a shareable Facebook video.
How can you create a shareable Facebook video?
There are 3 key variables that come into play here and you need to account for all of them if you want your video to land with maximum impact.
1. Entertainment value
Facebook is a network where people gather to share content in a sociable context. For that reason, your videos need to carry a certain amount of entertainment value.
One recent study from digital marketing agency Fractl found that entertaining friends is actually the primary motivator for people sharing content.
The key is finding the right middle ground for your real estate agency. If you can entertain your audience and still get your main message across, you’re in the running for success.
2. Length
Another common variable with Facebook videos is length and shorter videos often seem to be more popular. With the sheer amount of content available to your audience, they’re going to be less likely to commit their time to a longer video than a short one.
Studies have shown that, on average, your video will have 10 seconds to grab the attention of your audience. Within 30 seconds, you can lose 30% of your viewers.
If you can keep your real estate video between 15 and 60 seconds, that’s ideal. If you make your content any longer than that, you risk losing the attention of your audience and missing out on leads.
3. Silent playback
Although Facebook have added in the autoplay feature, videos are set to mute by default. Research has found that 85% of these videos are watched entirely without sound, so you should optimise your content to suit this.
Try adding some captions or sub-headers so your audience can follow your message without needing to enable sound. If you can keep your visuals engaging too, they’ll be more likely to click and unmute.
So there you have it. If you can cover these points with your content, you’ll stand a solid chance of capturing and maintaining your target audience’s attention.
Before you get started make sure you read our article, Looking Good On Camera – What You Need To Know.