The Simple Formula For Creating Videos That Stand Out On Facebook

The Simple Formula For Creating Videos That Stand Out On Facebook

A Facebook study found that people gaze 5x longer at video than at static content on Facebook and Instagram. And digital influencer, Jay Baer, says that video is the new blogging.

As such, are you prepared to create high-performing videos for Facebook?

Well, similar to blogging, it should come as no surprise that there is no magic ticket to video success.

But wait! Don’t stop reading just yet. Rest assured that luck also has nothing to do with it.

After all, the brand or influencer you admire most for producing amazing videos didn’t just wake up one day with millions of views. Their success is the result of time-consuming hard work to develop video content consistently, and investing in video on social media.

So, roll up your sleeves! You’re going to have to work at creating videos the same way you worked at blogging – by trying, trying, and trying again.

How do you create videos for Facebook that stand out?

Luckily, there are over 3 million small and medium businesses who have already posted videos to Facebook, and I have seen from my research at Animoto that there is a similar structure to what makes certain videos stand out from the rest on social media.

Here’s the simple formula for creating successful social videos:

  1. Open with the punchline
  2. Tell one complete, but specific story
  3. Get clear with your ask

Open with the punchline

Unlike a traditional 30-second TV commercial that demands your attention until your favorite show returns, videos for Facebook are surrounded by other content that is competing for their attention.

When you’re able to get people to stop scrolling in their feeds to pay attention to your video within the first few seconds, they’ll stick around to learn more. Do this by starting with the punchline first. Don’t save it for the end.

Tell one complete, but specific story.

The length of your video is less important than the ability to tell a cohesive and concise story. And, videos that try to share too much can get confusing very quickly. By getting laser-focused on telling one message, it’s easy for people to digest it and share with others.

Get clear with your ask.

Before setting out to create any kind of content (video or otherwise), make sure you know what your objective is and then make this clear by including a strong call-to-action.

Remember, video is the new blogging so don’t feel like you only get one chance to get your message across. If you want to drive people to a landing page, create a video for that. If you want people to learn about a new product, make a video for that too. But don’t combine more than one ask in a video.

Examples of great Facebook videos

Ready to start creating your next video? Here are 3 examples and sample scripts that you can use to inspire your next marketing video.

Example #1: Like a Local Tours

Like a Local Tours has been providing immersive experiences for tourists and locals alike since 2013, showcasing Brooklyn and NYC neighborhoods through food, fashion, and art.

Having seen viral videos on social media featuring novelty foods and destinations, they set out to tell a story about a brioche ice cream sandwich that is served at one of the locations they visit on their Williamsburg Bites tour.

 

As a result of this video, they drove 3X the tour bookings that they normally receive during the period that the video was promoted on Facebook.

Here is the script they used to accompany some easy photos and video footage shot at the store.

The punchline:

This is the [coolest sandwich] in [Brooklyn].

It’s an original creation at [Odd Fellows Ice Cream Co.] in [NYC]

One complete, specific story:

It’s a [scoop of freshly made ice cream].

[Pressed and toasted to perfection].

[Delicious].

Clear ask:

Sign up for a [Brooklyn Bites Tour] to try this [amazing frozen treat and more]

[Explore NYC and Brooklyn with our unique tours.]

Example #2: Jane Goodall Institute

The Jane Goodall Institute was founded in 1977 by English primatologist Jane Goodall to protect chimpanzees and, by doing so, improve the lives of people, animals, and the environment.

Here is a video they created to raise donations, spread the word about critical issues facing our generation, and advance Jane Goodall’s vision and work.

 

The video resulted in 1,388 donations (76% of which came from viewers on mobile devices!). Here is the script they used:

The punchline:

In 1900, an estimated 1-2 million chimpanzees lived in the wild.

Today, there are fewer than 340,000.

One complete, specific story:

These are our closest living relatives, with bonds and emotions much like our own.

We’re on a mission to save chimpanzees from extinction.

Everything is connected.

Everyone can make a difference.

Together, we can turn their numbers around.

Clear ask:

Donate today

Example #3: Vanessa Joy Photography

Vanessa Joy is a wedding photographer in the New York City and New Jersey area. To stand out from the plethora of photographers in her area, she creates videos regularly that her clients can share on social media and via email to increase her brand’s reach.

Since including videos in her sales strategy, Vanessa has seen her annual sales increase by $20,000. Here is a fun, list-based video that she created to attract attention on Facebook and Instagram.

 

The punchline:

5 ways to have a fun wedding!

One complete, specific story:

  1. Start with smiles
  2. Add colorful friends
  3. Light with candles
  4. Don’t sweat the small stuff
  5. Put on your dancing shoes

Clear ask:

Have fun (it’s a party!)

Book Now

Are you ready to make the most of Facebook video?

As you can see, video really works for standing out on Facebook and driving real business results.

Yes, it may take practice to learn how to create the types of videos for Facebook that work best for your brand. Luckily, with tools like Animoto, you can easily take this formula for a test drive and start creating videos right away, with photos and video clips that you likely already have in a folder on your computer, or free stock assets (e.g. Pixabay).

Which example is your favorite and what formulas have you seen work when creating videos for Facebook? Share your thoughts in the comments.

Guest Author:  Cyndi Knapic is the head of Animoto for Business. Animoto’s award-winning online video builder makes it easy for anyone to create powerful and professional videos. Millions of consumers, businesses, marketers, and photographers around the world use Animoto to turn content they already have into videos that stand out in a video-first world. Founded in 2006, Animoto has offices in New York City and San Francisco. For more information, visit http://animoto.com.

Disclaimer: This is a sponsored post on behalf of Animoto, but as always I am dedicated to providing content that is helpful and valuable to the reading audience.

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Comments

  • Hi Cyndi,

    I dig the idea of a clear ask.

    Just created my first Facebook live video today. Test run so not too clear. But going forward I will tell 1 clear story with 1 clear ask or CTA on the video. As video is like blogging. And blog posts end – good ones – with a clear ask or CTA to keep the engagement train going.

    I found also how creating HD videos from tropical paradises boosts views too 😉

    Thanks for sharing 🙂

    Ryan

    • Cynthia Knapic

      You’re welcome and congrats on your first Facebook Live! It’s great to hear that you’ve taken the dive into creating videos.

  • Jack Hodge

    Hey, Cyndi, great stuff here. Thank you for sharing all your knowledge and insights with us.
    I love your approach to presenting video here. It’s definitely true that video is the new blog. You need to practice to get it right and, once you’ve got it down for your brand and goals, you need to create more–especially when it comes to social video for Facebook. The new approach to video needs to be the same way that you want people subscribing to your blog and coming back for more and more every week. One video is great but it won’t establish the whole story, build a loyal audience, or help you continuously engage and convert traffic. Luckily tools like animoto.com and slide.ly/promo make it super easy to create great videos and lots of them as they’re great for small business budgets. With tools like these and the tips you shared here, I think we’ll start seeing more and more well videos that both look good and convert. Thanks, again, Cyndi.

    • Cynthia Knapic

      Hi Jack, glad to hear that this content resonated with you. With the right approach and tools, video creation can really be as easy as blogging…only more effective!

  • Cynthia Knapic

    Yes, agreed – understanding your audience is a critical step before creating any form of content… including video. Thanks, Aira!