One third of all time spent online is spent watching video. But users have short attentions spans, and with the amount of content available to them, you need to make sure your video grabs and holds attention, which will lead to meaningful engagement.

The updates to Facebook’s algorithm, now known as Facebook Zero, values meaningful interaction between people and promotes content accordingly.

As social video is typically considered a passive experience, knowing how to create video that sparks conversations is increasingly valuable.

Live Videos

Live Videos are watched three times longer on Facebook than other kinds of video, with ten times more comments on these videos. The more comments your content receives, the more likely it is that Facebook’s algorithm will promote it organically.

Live video is most effective when streaming events, presenting a scheduled question and answer session, or presenting new products.

Educational Videos

Educational videos can spark conversations by focusing on issues that are common among your audience. These videos help to present you as an authority, as a voice to be listened to, and will encourage your audience to place more trust in you.

Real Stories

Facebook Zero is focused on fostering deeper connections between people. Using video to tell real stories, to humanise your brand, to give a peek behind the curtains; can help you to make real connections with your audience. People will relate to you better and engage with you more.

Animated Video

Animated video tells stories comprehensively. Vision is the most dominant sense, with 65% of people considering themselves visual learners. Information that’s communicated graphically is absorbed significantly faster than text based information.

Animation stands out from other pieces of video content in a News Feed. Not only is it strikingly different visually, it’s versatile and it communicates complicated ideas effectively.

How-To Videos

How-To videos are sought after by consumers. Producing your own How-To videos means that you’re starting the conversation. Variations on the process will always lead to comments and interactions with an audience.

Read Part 2: Structuring Your Video here.