Social media platforms like Facebook allow users to share different types of content like text, images, videos, and more. Videos have become an increasingly popular format on Facebook in recent years. For marketers and content creators, it’s important to understand the ideal ratio of video posts versus other types of content on Facebook.
Why Video Matters on Facebook
There are a few key reasons why video can be highly effective on Facebook:
- Native video posts gain more reach: Facebook’s algorithm favors native video content posted directly to Facebook. These videos appear more prominently in the News Feed.
- Higher engagement rates: Videos tend to get more likes, comments, and shares compared to images or text-based posts.
- Better for storytelling: Video allows brands to tell stories in a vivid, visually compelling way that resonates with viewers.
- Enhanced targeting: Facebook ads allow marketers to precisely target their ideal audience based on demographics, interests, behaviors and more.
In short, video content tends to capture attention and spur engagement on Facebook. Audiences are drawn to compelling video stories. That’s why marketers are increasingly “going visual” with their Facebook marketing.
Recommended Facebook Video Post Ratio
So what should your Facebook video post ratio be? Industry experts typically recommend posting 1 video for every 3 to 4 image/text updates.
Here are some guidelines on striking the right balance:
- 1-2 Facebook video posts per week: This is a reasonable starting point for brands active on Facebook. Posting a mix of videos and images allows you to tell a variety of stories.
- 3+ Facebook videos per week for video-focused brands: Some brands with a strong video strategy can aim for posting videos 3 or more times per week, blended with other content formats.
- No more than 20% of content should be video: As a general rule, video posts should not exceed 20% of your total Facebook content. Aim for a healthy mix of formats.
The ideal video post ratio depends on your brand, audience, and content strategy. Start by experimenting with 1-2 videos per week, and adjust based on performance and engagement analytics. Measure which video posts resonate best with your followers.
Types of Videos to Share on Facebook
When creating videos for Facebook, consider these different formats and approaches:
- Product videos: Brief demos showing how a product works in real life. These bring products to life.
- Behind-the-scenes: Give fans a glimpse into your brand’s culture, team, or creation process for products/services.
- Expert interviews: An insider Q&A with a thought leader in your industry provides value.
- Tutorials: “How to” videos share tips and educate your audience on relevant topics.
- User-generated content: Fun customer videos like reviews and unboxings feel authentic.
- Storytelling: Tell inspiring stories related to your brand’s purpose and values.
Mix up serious and fun video styles to give followers a variety. Shorter videos (under 2 minutes) tend to get higher completion rates on Facebook. Optimize videos for sound off viewing since 85% of Facebook video is watched without sound.
Best Practices for Facebook Video Marketing
Here are some top tips for success with Facebook video marketing:
- Create short, catchy captions: Write captions that gain attention and convey the core video message.
- Use custom thumbnails: Capture viewers’ interest with a compelling custom thumbnail image.
- Include subtitles/captions: This helps people understand your video without audio.
- Post at optimal times: Track when your audience is most active on Facebook.
- Promote your videos: Run video ads, promote posts, add to playlists and more to extend reach.
- Analyze metrics: Look at completion rate, 10-second views, CTR, and other video analytics.
Tools for Creating Facebook Videos
You don’t need fancy equipment or training to produce effective videos. Many affordable tools and apps make video creation accessible:
| Tool | Details |
|---|---|
| Facebook Video Creator | Free built-in mobile app for shooting and editing short videos. |
| Adobe Spark | Create professional social videos with templates, effects, and animation. |
| InVideo | Intuitive online video maker with a huge library of stock content. |
| Biteable | Fun drag-and-drop video maker with tons of styles and animations. |
Look for tools that make professional video production simple without much experience needed. The goal is to create quality, branded videos consistently.
Analyzing Facebook Video Metrics
When posting videos on Facebook, be sure to closely monitor performance and engagement. Key metrics to analyze include:
- Reach: Total number of unique people who saw your video post.
- Views: Total number of times your video was viewed for at least 3 seconds.
- 10-Second Views: Number of views where the viewer watched at least 10 seconds of your video.
- Completion Rate: Percentage of viewers who watched your full video from start to finish.
- Shares: Total number of times audience members shared your video post.
- Comments: Total comments your video post received.
- Likes/Reactions: Total number of reactions (likes, loves, wows, etc.) on the video.
Compare metrics on your various video posts to see which styles and topics resonate best with your target audience on Facebook. Let data guide your video strategy.
Facebook Video Specifications
To ensure your videos look and perform their best on Facebook, follow these technical specifications:
- Dimensions: 720×1280 pixels (9:16 aspect ratio) minimum
- Length: No more than 240 minutes
- File size: Up to 4GB
- Formats: MP4 or MOV recommended
For optimal video quality and load time, aim to upload HD videos at highest resolution possible within the recommended dimensions and file size. Compress files if needed.
Conclusion
Videos are engaging, memorable, and highly shareable forms of content on Facebook. For most brands, posting 1-2 native videos per week blended with images and text strikes the right balance. Monitor your video analytics to refine your approach over time. With compelling video content and smart distribution tactics, you can captivate existing audiences and reach new ones on Facebook.