October 15, 2013
Out of all the mainstream social media platforms, Facebook is the most user-friendly, thanks mostly to the ease in which it has integrated itself into our lives. What started out as a means of communication for young adults has spread to a wider audience. Grandparents are now communicating with grandchildren, families are sharing pictures and news with friends and relatives who don’t live close enough for regular visits.
What does all of this have to do with your video campaign? Simple. With the wide-spread use of Facebook, your business has access to a more diverse audience, each with their own needs and purchasing power.
If you have a presence on Facebook where you post relevant links and updates about your brand, you’ve already made the first step in utilizing the platform for future campaigns. Facebook lends itself to asking questions and receiving feedback and generating lively discussion with your following.
All of this is part of the groundwork for successful outreach. Without the connection to your following, consumers won’t be inclined to tune in and your campaign won’t have the reach you’re looking for.
Here are some other tips to make the most out of using Facebook for your video campaign:
Stay updated with guidelines
They’ve been known to update them frequently, and even the smallest changes will impact your video campaign. It’s a good idea to get in the habit of checking out the guidelines before every video campaign. There are plenty of brands that ignore the rules, willing to risk having their account suspended in order to gain likes that might not even be doing their business any favors. Facebook makes it easy for your business to spread awareness about your campaign. The personal nature of the platform allows for easy sharing between family, friends, and even business peers through likes and sharing options. Video is easy to post and gains a lot of attention in a short amount of time. There’s no need to ignore the guidelines and risking your account when Facebook already works in your favor. Losing contact with your following isn’t something you should play around with.
Test out hashtags
It was only recently that Facebook rolled out the use of hashtags. Sites like Twitter and tumblr. have been using hashtags to link viewers with relevant content for some time. It’s still too early to say that hashtags are a driving force in bringing attention to campaigns, but if you’re looking to test them out and see what they can do for your video campaign, you have to consider hashtag etiquette.
Unless you want your following to tune out, use hashtags sparingly. When used correctly, they will increase exposure for your campaign by linking your content with other relevant search results. Through trial and error and searching for tags that are frequently updated and relevant to your campaign, you’ll figure out which ones you should be using.
Be smart about updates
Video campaigns are exciting. You want to do whatever you can to drive engagement and make it a success, but there’s a fine line between marketing and spamming your followers. Keep them in the loop about what’s happening, without posting constant updates. Come up with an update schedule that works for you and your following. You can look at data and pinpoint when engagement is at it’s highest. Try to post updates then. They’ll be way more effective at reaching your audience without the constant updates that make readers tune out.
Know the platform
Whether it’s your first time utilizing Facebook for your campaign, or you’re a veteran, the key to success ultimately boils down to how well you understand the platform. Facebook is great for generating conversation. It’s more laid back than LinkedIn and lends itself to longer posts than a platform like Twitter, where characters are limited. You’ll want to have a working knowledge and familiarity with the way other brands interact with their following, and what your followers respond to. Much of it is trial and error, but it’s worth testing the waters so you’re prepared when it comes time to promote your video campaign.
When you first take steps to reach out to your following about your campaign, navigating social media will seem daunting. In time, you’ll get the hang of the ins and outs of each platform. Above all else, it’s a matter of understanding the way each platform operates. With that in mind, and the tips we’ve provided – you should have no problem getting your campaign the attention it deserves!