Video on Facebook & YouTube: Learn & Adapt

Remember the days when you could promote your YouTube Channel by posting a link to your video on Facebook?  I can still see the beautiful thumbnail images on my timeline and my YouTube view count steadily rising…well wake up…game over!  That’s not how Facebook wants us to play anymore. You can still post a link, but it won’t perform the way it used to.  My advice is to learn and adapt as quickly as possible.  Hopefully this blog will help you.

Yesterday I uploaded a 30-second promo for a series of YouTube SEO Tutorials I’m currently producing.  You can watch the promo here on my business Facebook page.  A screen shot of the post is below.

My Facebook Video Post has been live for 12-hours and I have listed my insights below…both good and not so good.  This was a free post, not a paid Ad or Boost.  I’ve also given my current strategy for using video on Facebook to promote your business.

INSIGHTS - GOOD:

-If you want, Facebook will let you add an interactive "Call to Action" button that either appears in the top right corner as your video plays and/or at the end of the video.  I chose a "Watch More" button to send people to my YouTube Channel, but you can send them to any web url…like your website obviously.  This button works on both desktop and mobile.

-Facebook does not list the duration of your video until users click on it and start to watch.  This is an advantage over YouTube where people may decide not to watch purely based on your video's length.  However, you've got to make those first 15-seconds interesting…especially to take advantage of the autoplay feature.  If your video is super short, consider listing its duration on your post as I did.

-Facebook has an autoplay feature that plays the video without sound as you scroll through your news feed.  This definitely catches your eye more than the static Thumbnail Image we all use on YouTube.

-Facebook builds a library of your videos.  Look at the left bar when you're on your desktop timeline view.  Underneath "Photos" you'll see "Videos".  It's a bit disorganized, but at least it’s there for prospective clients to review.

-A non-paid upload of a video appears on your FB Timeline...as opposed to a paid AD which does not.  Clients who check out your business page in the future can always scroll though your posts and watch it.

-It’s easy to see how your post is doing since on your page the likes, views, and shares are clearly listed.  With a paid Ad you need to use Facebook analytics, but the analytics are available for your free video upload as well.

INSIGHTS – NOT SO GOOD:

-This video resides on the Facebook servers.  If you’re looking to build an audience for your YouTube Channel, promoting individual videos on Facebook is not as effective as it used to be. Views of a video directly uploaded to Facebook have no bearing on your YouTube View Count.

-You can turn Facebook’s autoplay feature off.  I have my smart phone set to autoplay only when I’m connected to WiFi.  If autoplay is off, the user will either see the first frame of your video, one of the 10 Thumbnails images that Facebook suggests (not a great selection), or a custom thumbnail you can design.

-Watch out for Facebook’s very frustrating 20% graphic rule if you decide to pay to boost your post.  If the text graphics on your thumbnail image occupy more than 20% of the screen, Facebook will reject your paid boost.  Here’s a link to the Facebook Help Page that let’s you test your thumbnail before you upload and boost.  Since a lot of people watch video on mobile, Facebook's 20% graphic restriction is not ideal.  This only applies to your thumbnail, not the video itself.

-How Facebook counts video views is a bit vague. Does autoplay count as a view or is it simply an impression. How long does a video need to be played to count as a view, 3-seconds, 10-seconds? I have not been able to find a definitive answer on Facebook’s Help Center, however their video analytics will give you the average time viewers watched your video…and much more.

MY STRATEGY:

I suggest uploading your videos directly to Facebook to “max out” your organic reach first and use it as a test to see if the video performs well.  After a few days, you can either boost the post or create an official Video Views Ad.  Sadly, the days of posting your YouTube link are mostly behind us.  Facebook severely scales down and crops your YouTube Thumbnail image, and let’s face it…that’s sloppy video marketing for any business.  Coincidence?  I think not.

Thank you for your time.

Precision Post specializes in creating video for websites and social media.  Please visit our YouTube Channel to learn more about video marketing and see samples of our work. You can also visit PrecisionPostMedia.com to receive a free production or training estimate.