In case you’ve been sleeping on Fb’s newest pivot, it’s time to get up and scent the digital espresso. That’s proper — this social media platform is making a robust comeback, however this time, it’s rolling with the instances by specializing in short-form video content material.
Fb’s latest revamp to give attention to “Reels,” its short-form video function, displays an industry-wide shift. This transfer shouldn’t shock anybody, contemplating the astronomical success of TikTok and the introduction of YouTube Shorts.
Let’s dig into this transformation and why it issues in your model.
Yaniv Masjedi
CMO, Nextiva
Their experience has helped Nextiva develop its model and total enterprise
The Rise of Fb Reels
That is in all probability not all that shocking, however Fb assembles a lot of knowledge about its customers. As a result of Fb owns Instagram, it has privileged consciousness of Instagram’s client information, serving to it perceive the patterns of how folks produce and watch short-form video content material like reels:
Fb is not the place the place you merely take a look at what your pals are all for. As an alternative, it has advanced right into a platform that makes use of its large information swimming pools to showcase content material that can pique your curiosity. It’s virtually a customized curation service, so why not reap the benefits of it?
To that finish, Fb has realized the best way to re-attract youthful audiences to the platform — by fastidiously prioritizing and presenting content material in a format that their goal demographic will resonate greatest with. You guessed it. It’s Fb Reels:
So what does this imply for entrepreneurs?
It implies that the stage has shifted. We’ve to cease treating Fb like we used to aaaall the way in which again in 2022 and earlier. The house is now brimming with video content material, amounting to just about 140 billion reels being watched every single day, and that quantity is rising bigger every month: from Might to October 2022, it shot up 50%.
Because of this we should be adjusting promoting methods for Fb to put extra emphasis on short-form movies.
The TikTokification of Fb
Let’s take a second to speak about TikTok, the short-form video big that captured the world’s consideration. There’s no denying that its interface has turn out to be the blueprint for different platforms, Fb included. However this isn’t only a blind follow-the-leader transfer; it’s a calculated technique primarily based on the place consumer consideration is shifting.
60% of TikTok customers are between 16-24 years previous. With the way in which that youthful generations are consuming content material on TikTok, Fb is realizing the attraction of short-form video content material and is clearly pivoting its content material prioritization technique to attraction extra to that demographic.
The takeaway for companies is to comprehend the revitalized enjoying discipline we now have at our disposal. Fb is making an attempt very onerous to reclaim its throne and, as such, is making main modifications to fill the gaps of smaller densities of age teams utilizing the platform.
Due to this, model managers and social media entrepreneurs should see the newfound potential in Fb for its deliberate push of content material catering to youthful audiences.
Storytelling: The Final Engagement Device
Why is short-form content material so irresistible? The key sauce is storytelling. Whether or not it’s the rise and fall of John D. Rockefeller or the within scoop on how In-N-Out Burger grew to become a fast-food sensation, we’re hardwired to reply to tales. Manufacturers like Disney and Apple have mastered this artwork, and there’s no purpose why you may’t, too.
Individuals aren’t simply all for Rihanna’s newest enterprise for the hell of it. They need life classes, key takeaways, inspiration for their very own lives, and actionable insights from the tales of individuals and corporations.
And that’s why short-form video content material, like Fb Reels or TikTok, is a storytelling goldmine. However how are you going to use this format successfully?
Reels are, on common, 30 seconds or much less. The problem for manufacturers is to create compelling tales interlaced with their model’s messaging that can appeal to their target market. However the emphasis must be on the story.
In case your branded reels lack the artistic edge essential to compel customers, it’ll merely turn out to be one other video folks scroll by on their method towards the subsequent video of their queue.
Focus first on making your short-form video content material engaging, then focus in your branding.
Cross-Posting: The Untapped Potential
Alright, let’s change gears right here for a second and evaluate all of the eligible placements you may leverage in your short-form video content material.
Positive, your TikTok video may amass tens of 1000’s of views, however what about different placements like LinkedIn or Snapchat, for instance? Don’t restrict your short-form content material to only one social community. In any case, you labored too onerous to give you that content material simply to relegate it to a single platform!
However you may marvel if sharing the identical video on LinkedIn versus Fb or TikTok will garner the identical sorts of outcomes. Properly, the reply is that they may in all probability be very completely different, however that’s not the purpose. Even a bit of extra publicity by way of further channels could make it value it.
As an example, let’s say your TikTok video goes viral and scores 20,000 views, which is nice. However if you publish it on LinkedIn, it solely will get 3,000. Earlier than you write off these LinkedIn views as chump change, understand that there are 3,000 extra people who find themselves now acquainted with your model who in any other case wouldn’t have seen your content material.
So, as an alternative of obsessing over the place you’re hitting it out of the park, respect all of the bases you’re masking elsewhere. Even when your short-form video content material performs weaker on one platform in comparison with one other, it’s nonetheless producing helpful outcomes which you could study from.
Each view and interplay is a helpful information level. Possibly your LinkedIn viewers is extra into {industry} tendencies, whereas your TikTok followers are there for the laughs. Acknowledge these patterns, tweak your strategy, and watch your engagement develop.
Final Phrases on Quick-Type Video Content material
Fb’s pivot to short-form video content material isn’t only a development, it’s a mirrored image of the place the digital world is headed.
Whether or not it’s TikTok, Instagram or now Fb, the way in which folks devour and have interaction with content material has advanced. It’s excessive time to cross-post your Reels, Shorts or regardless of the subsequent huge factor is throughout a number of platforms. In case you’re not staying forward of this curve, you’re in all probability falling behind.
With short-form video content material, you may obtain not simply attain, however significant engagement since you’re giving folks what they actually need — compelling tales, useful insights and, most significantly, purpose to cease scrolling and listen.
The important thing right here is to adapt rapidly. Video content material will at all times have its surges in recognition, however in the intervening time, we’re in an actual wave of demand for video content material.
To that finish, begin pondering of how you may capitalize on the overwhelming urge for food for video content material whereas it’s a sizzling factor.
In case you’re able to captivate audiences and drive model engagement on social media, Single Grain’s video content material creation specialists may also help!👇
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