November 8, 2017
You’ve been diligently posting content on your Facebook page, but are not getting the amount of attention in likes or comments that you would have wanted. That’s because organic reach is now at an all time low of 2%.
This means a page with a 10,000 fan base will only have its posts reach about 650 people. Fewer people seeing your organic posts means fewer clicks, comments, and shares. The fewer interactions you have, the less chances you have converting potential patients and re-engaging with current or lapsed patients.
The best way right now to cut across the noise and penetrate those news feeds is to post more videos. Facebook has always adjusted its algorithms, functions and features to adapt to its user’s behaviors, and one behavior they have pinned down is that people are more interested in consuming video content.
This is why Facebook’s new algorithm favors videos over other types of content, putting them at the forefront of your patients’ news feeds.
In fact, video gets a 135% greater reach on Facebook than photos. With over 32 billion total daily video views on Facebook, it’s no mistake that dental practices should be investing their resources into posting more videos.
1. Create a good story
When it comes to content, Facebook Business says telling a good story is more important than focusing on your video length. To keep your audience interested along the way, quality storytelling from the first frame to the last should be carefully considered.
Any type of video content that is humorous, interesting, and informative will always tend to drive high engagement. This can range from how-to videos, to silly videos, behind-the-scenes videos or customer testimonials.
2. Catch the audience’s attention within 4 seconds
You are competing with around 15,000- 150,000 pieces of content on Facebook (link to hook #1), so it is crucial for your video to be a thumb stopper within the first 4 seconds.
After you have created your video, you will want to upload a provoking thumbnail for the video as well as create a compelling video title to successfully hook your audience.
3. Add captions
More often than not, most people open their Facebook in areas where playing sound would be either disruptive to the current environment they are in or perhaps too embarrassing for public sharing.
This is why 85% of Facebook video is watched with the sound off. You can upload a SRT file of your captions upon uploading your video onto Facebook or alternatively add text overlays via video editing which can end up more colorful and more engaging to the viewer.
4. Make it short and sweet
Facebook videos that fall under two minutes perform best. Anything longer than that becomes a challenge to retain the viewer’s attention, even annoy the person to the extent that they’ll start dismissing your future posts. If you have a long video, you can break it up into shorter, more snackable episodes which will delight every .
5. Live broadcasts
When Facebook Live was launched, one of the things Facebook tried to do was to tweak its algorithm to rank live videos more favorably on people’s news feeds as live videos seemed to keep people more engaged.
“As a first step, we are making a small update to News Feed so that Facebook Live videos are more likely to appear higher in News Feed when those videos are actually live, compared to after they are no longer live. People spend more than 3x more time watching a Facebook Live video on average compared to a video that’s no longer live.”
Michael Stelzner, CEO and founder of Social Media Examiner has also discovered that the more they went live on Facebook, the higher exposure they received on their non-live content. So if you want to get a substantially increased reach in your non-live content, consider doing live content for your dental practice.
Follow these 5 simple steps, and you’ll be first on the list on your patients’ news feeds!
If you’re not sure what video to post, you can start by doing patient testimonial videos. Decking out your clinic with fun social media signs (insert CTA) will help create an interactive environment that patients will love to engage with.
Have any comments or questions to pick our brains with? Contact Us today!
Digital Marketer Bee is a Full-Service Digital Marketing Agency in Albury-Wodonga founded by queen bee, Bee Cuevas. The hive that will work on your digital marketing have extensive experience in branding, design, development, and advertising to get you that buzzing success.
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