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Facebook as a Video Publishing Platform

A recent study by BuzzSumo shows that Facebook engagement for brands and publishers has fallen 20 percent since January 2017. Brands that were once dominating the landscape by routinely posting images with links, written articles, and even such visuals as infographics are continuing to see bottom lines shrink along with popularity. As Facebook continues to change its algorithm to favor video, the stream of advertising and marketing dollars is going to shift with it.

Average Engagements Post Type

880 Million Posts

That’s how many Facebook posts BuzzSumo surveyed to arrive at this data-driven conclusion. This includes paid spend too. And while the reason for this decline is open for public interpretation, even Facebook acknowledges that the days of easy organic reach are behind us. It’s time to rethink your content strategy if you’re not already regularly producing videos. Ready or not, the social media landscape is changing with Facebook providing the center stage for video.

The Number One Rule of Attraction

Before a consumer is going to convert, they’re going to research your brand. They’ll listen to what others are saying. In today’s digital landscape, what your website looks like is one of the biggest factors, if not the biggest, to making a consumer feel comfortable about forking over money. Is your website a well-lit store beneath the lights of Broadway or a shady bodega in an alley in Queens?

So, the important question remains: How do you get a potential customer into your store? Secondly, what are you putting out there for the public to view that is going to make them say “I want that” and then tell their friends about you? As the largest social platform on the planet, a brand’s presence on Facebook is only as good as the content it publishes.

The landscape shifts dramatically over a seven-day period when our client Montana Decoy publishes mostly video versus mostly photos with links.
The landscape shifts dramatically over a seven-day period when our client Montana Decoy publishes mostly video versus mostly photos with links.

You don’t have to wear the Videographer title to produce and publish videos. Keep your concepts simple. The chart above shows engagement over a few 30-second clips that our team shot and edited in a day. If your budget doesn’t allow for a DSLR, the iPhone packs one heck of a camera, use it. Because the longer you wait, the deeper you’ll sink into the crowd of Facebook’s increasing stream of brand videos.

Josh Wolfe