BY GAIL BARNES
If, as a food or beverage brand, you have a Facebook page and have been adding video by pasting links to your videos on YouTube, now would be a very good time to follow the example of leading edge Facebook pages like Buzzfeed Food, and upload the video to your page so that it runs natively within Facebook.
Here are nine compelling reasons why:
When it comes to video for a Facebook page it’s not about doing a quick conversion job on content such as an ad that was originally created for television. According to a recent intelligence report, despite receiving heavy financial support, these repurposed TV videos typically garner below-average engagement. On the other hand humorous, entertaining or image-rich ads built specially for digital seem to have higher engagement-generating potential than repurposed commercials, particularly for millennials.
For verified pages the Facebook Mentions app and Live offer a particularly powerful way of generating live in-the-moment, high-engagement video that will likely to appeal to millennials, the largest generational group in history. A survey by the Pew Research Center, a Washington, DC “fact tank,” has found that 71% of teens use Facebook, making it the most popular social networking platform among 13- to 17-year-olds, while another study has shown that 72% of British and American millennials are likely to share pictures of their food and drink.
Food but “non-food brand”-related pages like Buzzfeed Food seem to have garnered the knack of creating highly engaging video for Facebook. This July, Buzzfeed Food’s “Breakfast Bread Bowl” video generated a staggering 123m views, and 2.9m engagements on Facebook! In comparison, Chobani’s most recent video, “Pumpkin Harvest Crisp Flip” has at the time of writing generated 2,063 Likes and 676,875 views.
© FoodBev Media Ltd 2020