Thanks to last month’s announcement about Facebook Zero, the top social media app is a pretty sore subject for most communications and marketing professionals. With new algorithm changes come decreased engagement and increased ad spend. Many responded to the announced Facebook changes with the question, “How could it get any worse?”.
Good news for social media savants willing to think beyond the traditional post: Facebook’s cover video options offer a goldmine of opportunity for creatives willing to invest in a unique production for their brand’s Facebook page.
And the best thing about a Facebook cover video is that it has a half-life of more than 15 seconds (okay, okay – new Facebook feed content lasts a little longer than 15 seconds…but not by much!).
By creating a Facebook cover video, organizations can showcase their company and their offerings in an engaging way that informs consumers and converts traffic into customers.
If you’re interested in utilizing your organization’s Facebook page’s prime real estate for evergreen content that can increase revenue, here are a few tips for making the most of a Facebook cover video:
Know the Facebook Feature Specs
Like most things social media-related, just any ol’ media won’t work. Facebook’s cover video feature has some unique size, time, and resolution specifications. It’s good practice to familiarize yourself with the feature limitations before drafting your organization’s video.
The recommended video frame size is 1920px by 1080px (a standard “landscape”, 16:9 aspect ratio), which just so happens to be the standard size for HD video. Time wise, Facebook is currently accepting video clips between 20 and 90 seconds in duration. If your video goes over the time limit, Facebook will issue an error message upon upload. Takeaway: keep it short and sweet.
Start with a Video Script
While you may be ready to dive off into the world of video creation, start your production by drafting a sequential script that includes key information. Decide what you want to include, and when you want to include it. Consider what types of media (images and video clips) will best accompany your video’s concise message.
Once you’ve outlined the video’s essential elements, draft a timeline that works within Facebook’s time constraints (20 to 90 seconds) and consider how much content should go within each frame. If you use a video creation app, like Lumen5 or Animoto, you’ll receive recommendations for how much text should go where.
Use Really Good Media
A good video will contain more than text content – it’ll include eye-catching images, interesting video clips, inspiring music, and branded themes that will really make your message pop. When selecting the media add-ons for your Facebook cover video, consider brand colors, industry trends, and driving principles of consumer behavior. Including really good media within your video can make the difference between landing a client vs. being swiped past.
When assembling your video production, consider creating two or three different clips, using different media within each one. Test your video options on multiple focus groups that reflect your target audience. Do they like the colors? Are the background images distracting? How does the music selection make them feel? Focus group feedback will help you narrow down your media search to just a few great selections.
Consider Multipurpose Applications
Having a well-designed Facebook cover video is great, but you know what’s even better? Having a well-designed Facebook cover video that works with a variety of digital platforms!
When creating your video, consider downloading media files in multiple different formats (16:9 works great for Facebook, but what about Instagram?). Engaging videos have a place on a variety of social media platforms, digital publications, and even website additions. Don’t limit your video to just Facebook – think outside the online “box” and convert your media masterpiece into adaptable files that you can keep in your brand’s content library.
Ready to create a Facebook cover video that converts?
Shop video production software options and check out the cover videos industry competition have posted. Do your research on what content sparks consumer interest. Think about how you can summarize all the great things about your organizations into a 90-second elevator pitch.
Once you’ve narrowed down your Facebook cover video structure to something that complements your organization’s current branding, you’re ready to create a customized medium that will convert online traffic into valuable customers.
Becker Digital is a full-service Marketing and Public Relations Agency dedicated to empowering mission-driven organizations to reach their goals. We apply our expertise in community development, social media strategy, and public relations to connect organizational clients with today’s always-scrolling online users.