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

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.

  1. 2-3 minute “Behind-the-Curtain” storytelling videos
  2. 3-5 minute “Music Videos” sharing free content
  3. 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.

The short video clips had the highest average lifetime post total reach. A significant contribution to that difference is that several hundred more fans have been attracted to the fan page since the behind-the-curtain videos were released.

The longer music videos had the highest engagement and featured content the audience wanted to experience. This format generated the highest number of likes, comments and shares, reinforcing the effectiveness of using video in content marketing.

Even though the numbers for lifetime reach and engagement from our behind-the-curtain videos were smaller in absolute numbers, we believe the percentage of engagement is respectable. More importantly, though, the campaign where we used behind the curtain videos and music videos produced a sales increase of 20 percent.

Our conclusion from these results tells us that it’s a combination of video styles that should be used to effectively market your organization. Audiences can burn out quickly if you repeat the same approach over and over. One of our challenges, and a challenge you most surely share, is how do you build on your success and offer up something new and different that continues to engage your audience, and at the same time generate leads, sell more of your product or increase contributions.

Our next blog will complete this series on our short video campaign test. We’ll share email marketing results, landing page views, along with other metrics including ticket sales. As always, please share your comments below.

Author: Gary Hennerberg

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.

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