Tapping Facebook Analytics to Identify Engaging Video Styles
Your online video style makes a difference in how your audience engages with you. Today we'll compare three styles of video we've used, and what Facebook analytics reveal about where we experienced the highest levels of engagement. We begin with an overview of Facebook Insights data and charts, and then share engagement metrics to help you understand what kind of video style you may want to use for your audience.
In today's video, you'll see how it's the Facebook "Talking About This" numbers you need to pay attention to. You'll also see that we found an older age demographic engages at a higher level than younger people (something we didn't expect). Get the full story in today's video presentation:
(If the video isn't just above this line, click here to view it.)
While Facebook Insight charts are a great tool, you need to export data into a spreadsheet for the deeper dive analysis. If you download that data, brace yourself for an avalanche of information. As a direct marketer, you'll have greater use for certain data points over other information.
Thorough analysis of these data has helped us understand the audience engagement from three distinct types of videos.
- 2-3 minute "Behind-the-Curtain" storytelling videos
- 3-5 minute "Music Videos" sharing free content
- 20-35 second "Short Clip Videos"
If you follow our blog, you know we've been using the results of video performance from a non-profit performing arts organization. To sell tickets for Christmas Shows, we used a series of two to three minute videos we called Behind-the-Curtain. We also used music videos, delivering more of a content marketing video format, where we took full-length recorded songs, three to five minutes long, and matched them with images to complement the music.
Last month, we introduced short video clips as the format in a contest to promote a performance in mid-April. Each clip featured a new song that would be introduced on the show for the first time. Each of these video clips was twenty to thirty-five seconds long.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.