Unless you’re new to Facebook (which is unlikely) you’ll realise that a lot of business profiles now have image sliders and videos rather than a cover photo.
You may have even tried to add one yourself but had some issues; this is because Facebook has some pretty serious guidelines in place as to what video’s you can and can’t use. This includes a limit on the length, resolution & more.
In this blog we’ll cover what your video should include, how you can abide by Facebook’s guidelines and the best practices you should follow to make your video really engaging for your target audience.
Why use a Facebook Cover Video?
Whenever a user visits your Facebook Page the first thing they will notice is your cover. It’s vital that you make it clear what it is your business or organisation does right from the beginning because each visitor of your page is a potential customer. To succeed in social media you need to start thinking of your Facebook page as your very own free marketing banner because, essentially, that’s what it is.
One image can’t always showcase your products or service as well as your branding and benefits; it’s near impossible! Thankfully, Facebook now allows for pages to have a short video instead (20-90 seconds long). Your cover should also show your branding; Forbes data shows that ‘64% of consumers make a purchase after viewing a branded social video.’ Not only can you include much more information in a short video but it will also catch the attention of your audience much quicker and can entice people to stay around on your page a little longer; therefore driving engagement.
Facebook cover videos will usually auto-play as soon as a user visits too. So, how can you create an engaging cover video and stay within Facebook’s guidelines?
What should my Facebook Cover Video include?
As mentioned briefly above it’s critical you make it clear what it is that you’re trying to sell right at the beginning. It’s no use having a cover video that is misleading because this will attract the wrong audience or even worse it will send away your target audience! The last thing any business wants to do is sending potential customers away. Sadly, there is no ‘one size fits all’ protocol, however, there are a few general rules to follow in order to create a really engaging cover video such as; clear images, bright colours, and appropriately added white space.
Sound is another factor to consider. When creating you cover video. It will make for a much more dynamic and engaging video but remember not all viewers will hear the audio if the sound isn’t switched on, therefore, the creative should still tell your visitors what you do.
Remember that 20-90 seconds isn’t a long time, so focus on what’s most important like USP (unique selling point). You may already have sections of video you can edit and use from previous campaigns. Still unsure what content to include, let’s look at 3 main concepts that are proven to work.
The 3 main concepts to creating engaging video content
The most obvious type of video is one that showcases your products or services. If it is a product that you’re trying to sell, demonstrate how it works or how it is installed (try to think like a customer would, what’s most important to them?).
As for services, show how your service work; for example, if your service is haulage then it’s worth mentioning that you have accurate tracking, or that you can take next day deliveries up until X time the night before. Whatever your USP is make sure to include it, however, remember to keep it brief and interesting.
Best practice for Facebook Cover Videos
Using a Case Study
One way to grab your audience’s attention is to show a case study or a review of your products/services. The reason this works so well is that it helps new visitors to build trust with your business immediately; after all, people trust people.
According to Ogilvy Cannes, ‘74% of consumers identify word-of-mouth as a key influencer in their purchasing decision’ which is why having a review or a case study as your Facebook Cover is a brilliant step towards upping your marketing game and ultimately improving your brand awareness. Consider using a customer or client.
Showing Your Ethical Values
There’s been a major shift in consumers ethical views and beliefs over the last couple of years with more people focused on the environmental effects, human and animal rights, and much more. Since then, marketing methods have had to seriously change. Some cosmetic companies have stopped testing on animals whereas some supermarkets have attempted to remove palm oil from food as well as plastic packaging.
If your business is one which has a strong ethical standing or is making a real difference within the industry, then you have something worth showcasing. This is known as emotive marketing; you’re influencing peoples buying decisions based on their feelings towards a particular cause. According to Forbes, ‘64% of consumers say that shared values help them create a trusted relationship with a brand.’
Showcasing your products or services
Finally, the obvious choice; showcase your products or services! This style of video is perfect if you have a product or service which targets a niche market. Helping potential customers to understand your product or service is the key to building your brand online. These videos should show unique benefits in a way that is engaging & relevant.
There are numerous ways that you can do this, we suggest ensuring your logo is on show throughout the video to keep with your branding guidelines, whilst showcasing your product(s) or service but don’t forget to allow a chance for the benefits to be clearly listed. If you can quickly show a tutorial or a demo of how your product works, or a ‘behind the scenes’ look at your services, this will help visitors to understand what it is you do.
Struggling to create engaging video content?
Want to get involved and creative with a dynamic video but don’t currently have access to a budget for a professional video? Or struggling to get anyone to go on camera? Whatever reason it is that means you’re struggling there’s another solution to the problem; stills. Using animation to make an otherwise still image come alive is the perfect tactic when you’re stumped for video content. Even if you’re not necessarily struggling for content, still animations can be the perfect video for your business. Check out our cover video here.
How long can my Facebook cover video be?
You Facebook cover video will need to be 20-90 seconds long so that it can be uploaded. One factor to consider is that the average human attention span is 8 seconds which is shorter than that of a goldfish, which is around 9 seconds! So it’s important that you grab your audience’s attention right from the start!
What resolution does my Facebook cover video need to be?
Keep in mind your cover video should be at least 820 x 312 pixels and between 20 and 90 seconds. For best results, choose a video that’s 820 x 462.”
Should I add audio to my Facebook cover video?
You can add audio to your video which will create a more engaging video however when a user visits your page the video will auto-play on mute; it’s then up to the user to unmute the video using the button in the bottom-right corner (which they might not necessarily know about). The best practice is to add audio but also include subtitles for any speech; this way even the audience members that can’t listen can still read what people are saying.