Facebook is billions of pairs of eyes, all over the world, following their news feed every day... all looking for something to pique their curiosity and bring them satisfaction. And what better way to make an impression than with a video?
That's right, a Facebook video has an immediate impact: just imagine, for a moment, scrolling on your smartphone. Hop, a video from one of the brands you follow appears. What do you do? Well, if you're curious and the video stands out, you hold your thumb out and let the video content scroll before your eyes, don't you? And if it makes a clear call to action and you interact with it, your curiosity turns into engagement !
It's easy to see why video is the best ally for companies and brands.
Whether you want to liven up your posts, broadcast a live video to create a buzz or launch a hard-hitting ad, Facebook offers a wide range of formats for reaching your viewers. Knowing how to adapt each type of content can boost your videos and maximize their reach.
Here you'll discover how to turn your videos into real attention-grabbers. From creative tips to best practices, we tell you everything. Powerful design, optimized distribution: every detail counts to make your content a success that will leave a lasting impression and move your audience to action.
Why use videos on Facebook?
Publishing videos on Facebook offers a multitude of advantages for businesses.
Firstly, and as we explained earlier, Facebook videos are a powerful lever for audience engagement. According to Digimind, the average engagement rate for a Facebook post varies according to what accompanies it. With a video, it reaches 6.09%, compared with just 4.42% for an image, 2.72% for a link and 1.44% for a simple status. This preference for video is due not only to its visual impact, but also to Facebook's algorithmic mechanisms. The latter favor video publications and propel them towards greater visibility.
Users are therefore more inclined to interact with a video than with more static formats. In practice, this translates into a noticeable increase in comments and "likes", as well as clicks to the company's site or page. In addition, vertical videos, adapted to smartphones, achieve even greater visibility and interactivity , as they optimize the mobile experience, which has become predominant among users.
Live videos, or Facebook Live, are another example of this engagement potential. Along with pre-recorded videos, they are among the two most engaging formats on Facebook, according to Hubspot. Live video stimulates exchange and creates a direct link between brands and their audiences.
What's more, 62% of Facebook users say their interest in a product increases after watching it on video on the social network. A real boon for marketers!
In other words, whether you're launching a product, introducing a service or raising awareness of an initiative, video on Facebook is a powerful way of conveying information, while reinforcing the relationship of trust with your audience.
The different Facebook video formats
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The real ones and the videos in the feed
The News Feed is the main space for sharing videos that will appear directly in the feed of your subscribers and their friends. This format reaches users where their attention is most focused. Videos featured in the feed can be up to 240 minutes long. However, it's worth noting that shorter formats attract more attention.
Reels are a more dynamic version of videos. It's a short format that's already very popular on Instagram. It encourages creativity and lends itself perfectly to entertaining content or quick demonstrations. For example, it's easy to imagine a clothing brand showcasing looks in just a few seconds, or a tech company highlighting a product feature. Reels can also be used to add visual effects and music.
Stories, ephemeral content
Facebook stories are another short video format. Ephemeral and interactive, it disappears after 24 hours. This time limit creates a sense of urgency and encourages users to view the content before it's no longer available. The ephemeral nature of a story makes it ideal for a one-off announcement, a promotion or a behind-the-scenes look at your company.
To capture attention in a story, it's best to stick to a vertical format, adapted to mobile users. Short 15-second videos, interspersed with catchy text, maximize their impact. In this timeframe, a restaurateur could show the steps involved in preparing a dish of the day, for example. It's even possible to add interactive elements such as polls or quizzes. What a way to strengthen your bond with your audience!
Live interaction with Facebook Live
Facebook Live is designed to broadcast live and in real time. The ability to ask questions or react live stimulates further interaction and strengthens the connection with the audience. Live is particularly effective for product launches, Q&A sessions or live demonstrations, as it gives users the impression of participating in an exclusive event.
Simple tips for building audience loyalty during a live event include announcing the event in advance, using teasers to build anticipation, and actively interacting with participants by responding to their comments in real time. Companies wishing to make the most of this format may consider structuring their sessions in two parts: one that presents the essentials, and a second that answers questions from the audience. This approach maintains interest throughout the broadcast.
Video advertising with Facebook Ads
Video ads enable you to reach a wider audience and promote specific messages, even outside your follower base. Facebook offers several effective advertising formats, including carousels and Instant Experiences .
The video carousel combines several videos in a single ad, illustrating different facets of a product or telling a multi-part story. This format lends itself well to brands with a range of products or multi-stage event promotions. For example, a travel company could present several destinations in a single carousel to inspire users.
The Instant Experience is an immersive format that opens full-screen when clicked. This option offers companies a complete platform for developing their message and engaging audiences in an interactive experience. By bringing together video, images and text, the Instant Experience captures attention for longer and encourages users to explore in depth. A car company, for example, could show details of a model in action with panoramic views, driving videos and customer testimonials.
Video ads offer unique targeting precision and help achieve marketing objectives with maximum control over audience and reach. For these advertising formats to have the best impact, videos need to remain short, visually striking and include a clear call to action to guide the user.
Video content ideas for Facebook
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Product and service presentations
Product presentation videos offer a dynamic showcase that immediately attracts attention. To stand out from the crowd, creative and impactful staging makes all the difference. Imagine a cosmetics brand unveiling the application of a product with a step-by-step demonstration: the user sees the effectiveness first-hand, and interest soars. The watchword? Show, don't just tell. A tech brand might do an unboxing or a quick demo to illustrate how a product simplifies everyday life. These visual demonstrations turn technical details into clear, captivating assets. They reassure consumers and answer their questions at the same time.>
CSR commitment and team presentation
To reinforce their brand image, companies can rely on videos that demonstrate their commitment to corporate social responsibility. CSR videos are attractive for their sincerity and positive values. An ecologically-minded company, for example, can share images of its green practices or its involvement in social actions. Users see that the brand puts its principles into practice. Team presentations add a human touch, making the brand more personal and authentic. Consumers love to find out who's behind the logo, and this transparency builds trust.
Contributing value and establishing authority
Tutorials and instructional videos are a huge hit on Facebook. Why are they so popular? Because they combine learning with engagement. A DIY brand that publishes videos not only helps its customers to do things for themselves, but also establishes itself as a reliable partner. A marketing company can share tips on the best use of social networks, attracting an audience eager for advice. Such content consolidates the brand's credibility and positions the company as a reference.
Calls to action to increase visibility
Video contests and promotions are real interaction magnets. Offering a prize or discount encourages users to share and comment. This increases reach without advertising costs. But be careful: everything must be clear and concise. An e-merchant can launch a challenge in which sharing the video allows users to enter a prize draw.
Techniques for captivating audiences on Facebook
Decisive first seconds
The first 3 seconds are the most important for holding attention. In this time, the user decides whether to continue watching or move on. That's why the start of your videos needs to grab people's attention immediately. Some brands opt for a close-up, bright colors or even a striking visual effect to arouse curiosity.
Add text and subtitles
The majority of users watch videos without sound on, which makes adding subtitles essential. Subtitles not only convey your message to people watching your video without sound, but also increase comprehension. This is particularly relevant for explainer videos or tutorials! At the same time, you make your content accessible to the 1.5 million French people who are hard of hearing!
Go for the vertical format!
As with many other networks, the adoption of a vertical format is essential on Facebook. This is all the more important if you want to capture the attention of mobile users. Videos in this format fill the screen and offer greater immersion, making content more enjoyable to watch. This format is therefore recommended for interactive content such as reels or stories.
Create an emotional connection
Storytelling in videos creates an emotional bond with the audience. Unlike traditional promotional videos, storytelling favors a more personal or narrative tone, inviting viewers to identify with the message. By doing so, you can tell an anecdote or illustrate your company's values, making the content more human.
Write a post to accompany the video
The video itself captures attention, but the post's text also plays a role that shouldn't be underestimated! This accompanying text should engage the audience from the very first words and provide a clear context. To catch the eye, opt for dynamic language and an intriguing question or phrase. For example, a direct question or a key figure often generates clicks. A post that accompanies the video with a short but explicit description thus generates more interaction and helps contextualize the content for viewers.
Choose an attractive thumbnail
Even before clicking on a video, users stop to look at the thumbnail. The thumbnail must therefore be carefully chosen to represent the essence of the content. A good thumbnail draws the eye by highlighting a key moment or image. Bright colors, a close-up or a dynamic scene enhance the appeal. You can also add short, explanatory texts to instantly clarify the video's content.
Keep it short and concise
On Facebook, the audience's attention span is limited. The most effective videos are often short, between 15 and 60 seconds, and to the point. A controlled duration allows the message to be conveyed without diluting its impact. In fact, every second counts in maintaining the user's interest and getting them to the end of the video. The most successful brands on Facebook often segment their content into short, dynamic sequences, keeping the audience coming back for more.
The key to a successful video strategy
As you can see, Facebook videos are an essential part of any dynamic communications strategy. By exploiting the first few seconds, using appropriate formats (vertical, subtitled, etc.) and integrating storytelling techniques, every video becomes an opportunity to capture and retain your audience.
To maximize the impact of your video strategy, don't hesitate to incorporate these tips into your next Facebook campaigns. Every piece of content can gain in visibility and influence with the best practices outlined in this article.
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