There’s a difference between uploading your video directly to Facebook, and sharing a link to another site like Youtube. This process is known as “uploading natively” and it is a good technique to get more views and shares for your content.
There’s a simple reason for this. Facebook competes with Youtube and sites like it, so there are built-in advantages that make posts uploaded natively perform better than posts that are linked to an outside source. Facebook designs their platform that way, and displays native videos more prominently in people’s feeds.
Here is a guide to help you upload a native video to Facebook:
Start with the Title
The title can be anything you want, but it’s a good idea to include the business name and a catchy phrase that describes the content. You need something descriptive enough that someone can find it if they try to search for it again later.
Tip: your videographer can and should tailor the specs of your video for Facebook’s standard dimensions. If the video is too wide or too tall the overall quality will be negatively affected.
Description Part 1: Give the Video Context
Think of the description as an expansion of your title. You can write one or two paragraphs, one describing your business or organization and one describing the video’s content. Remember that your Facebook video may be shared with folks who are unfamiliar with your work, so make sure that you introduce yourself thoroughly.
Description Part 2: How to Learn More
Always include an invitation to learn more and a method of getting in touch, whether that is a phone number, email, or encouragement to “Direct Message” your business’ profile on Facebook. Your description should give your viewers all the tools they need to follow up with you and take the next steps you want them to take; include links to your website, other social media channels, and any contact info they could need.
Tags are very similar to hashtags. A good practice is to choose the most general hashtags and reuse them as tags. Facebook uses tags to suggest content to users who have been using the tags in their own posts, so they can be effective in getting maximum exposure for your video.
Picking Out the Perfect Thumbnail
The thumbnail is the first image someone sees before they play on your video, which can be a still image taken from the video itself or a stand-alone image that you create and upload. Be sure not to leave it as the default, which may be a still of someone in mid-speech or another awkward looking image.
Subtitles and Captions
Subtitles allow your audience to understand the video without listening to the audio. However, the closed captions that Facebook creates are inconsistent and could end up confusing your audience, leading them to move on to other content. For that reason, I recommend using an online tool like Rev to make closed captions. Captions are an important accessibility feature for hearing impaired viewers. Captions are also important for viewers who can’t turn on the audio, such as mobile users on a train, for example.
You’re Not Done Yet: Keep Your Post Relevant.
Once your video has been uploaded to Facebook, you will have ongoing opportunities to keep the video relevant. Reply to comments, answer questions, ask questions, and thank people for their support. This practice has two distinct advantages: each comment, by you and your audience, sends Facebook a cue to boost the video in people’s feeds and draws in more viewers. You also gain a lot of social capital and public trust by building a rapport with your audience and taking the opportunity to connect with people in your network.
Get in touch to share your questions and thoughts on Facebook video uploading, I’d love to answer them and talk about what video can do for your business.