How To Get More Views on Facebook Videos
1. Optimize for Silent Playback
Last year, we started to understand how prominent silent video watches actually are. In fact, about 85% of views of Facebook videos are without sound. Therefore, if viewers are choosing this option, we must align our videos accordingly.
Some videos may not require sound at all, but for those that do, how do we optimize for silence?
Add Captions or Subtitles. When you are naively posting to Facebook, the publisher gives you the option to either upload an .SET file or generate captions using their editor. Either works just fine and if you choose you can easily order a captions file here.
Alternatively, you could add subtitles in post production. This could be done using professional video editing software like Adobe Premiere, After Effects, or Final Cut Pro, for example. Or use an online editor like Animator.
2. Start with Intro Text
So, what makes viewers stop and pay attention?
Let’s take a page out of the playbook of major publishers on Facebook, Buzz-feed, Thrill, and other pages that get millions of views on their videos.
One commonality with them is the use of captivating intro text within the first 1-3 seconds of each video.
Fact is, Facebook users are scrolling through the news feed quickly. By simply crafting some interesting copy displaying it quickly, and pairing it with a visually interesting clip, you’ll be able to hook more views.
3. Opt for Square Video
In the beginning of 2017, video creators claimed portrait video was going to be the next most popular video format, however, with the rise of Instagram and its integration with Facebook, square video has become king.
Square video (or 1:1 ratio) takes up more space in the news feed and by simple virtue of being bigger, you will likely see more views. Plus, no annoying phone flipping to find a comfortable viewing experience.
Particularly if you are advertising in the news feed, you should be using a square format.
4. Add the Title As a Frame
The square video format also makes it easier to add your title to the duration of your video clips. Instead of your video being a 1:1 ratio, take a 16:9 video, fit it into a square, and use the remaining space for your title. This is how we make our videos above. Adding text like this allows you to communicate your value quickly as users scroll through the news feed.
You can make it bold, style it consistently with your brand, and never worry about losing context as the video is shared. We’ve actually seen an increase in shares by using this method.
5. Keep The Caption Short
Lastly, be brief in the text accompanying your video. No need to describe it in detail to your viewers; let it speak for itself.
In a recent study, Buzz sumo found that posts with a median character count of 61 had a higher view rate. Shorter descriptions pique curiosity and encourage viewers to simply dive straight into the video content.
