How to Use Facebook Video Marketing to Appeal to a Mature, Adult Audience

A decade ago, Facebook was a cool, young, and hip platform for millennials to get on and connect with one another. Then, everybody and their parents joined, and Facebook became a little less cool. Then, Instagram, Twitter, and other social platforms rose up and suddenly the concept of social media wasn’t so fresh anymore. The youth moved to these other platforms where growth in the user base among younger people continues.

This actually hasn’t been a bad thing for Facebook. Let’s face it. The world’s not only full of younger people. There are parents, grandparents, and plenty of other people who want to connect and enjoy social media. For all those other more mature, adult-oriented audience, Facebook’s still an important destination. The site remains one of the world’s biggest social platforms and one that every social media marketing campaign must have in its plan.

Why video is important to Facebook

There are so many areas to exploit in social media marketing on Facebook. Why video is so important is because this is where consumer behaviour is headed. More people are consuming videos in rising numbers. On social media, videos are the posts that get the most engagement and they are also what seems to have the most impact on consumers. As a high value digital marketing content marketing tool, video will be a key to going forward.

Facebook recognizes this which is why the platform has been feverishly developing its video functionality. Every social media platform from Instagram to Snapchat has tapped into video marketing but Facebook has something unique – an older, more experienced audience. If you want to reach younger people, there are better platforms to use. If you want to speak to a professional, family-oriented, or adult over-25 audience, Facebook’s exactly where to set your sights.

The power of Facebook video marketing

Second only to YouTube’s audience and capabilities, Facebook video marketing is one of the biggest opportunities any brand has. If we are talking getting video out to audience, there are billions of users on Facebook. Engagement rates are high. The video-based organic algorithms are also very friendly to getting your video content out above other posts and in front valued, interested consumers.

Give your audience a video on something to learn

A purely promotional video or an advertisement is inarguably a waste of your marketing dollar. Don’t do it! Instead, zero in on what’s of value to your audience. Teach them something that is not your brand trying to make a sale. In fact, don’t even mention the possibility of selling.

When a consumer’s learning and processing information, their attention is locked in and they’re engaged. Do you know the 4 most popular videos viewed on Facebook? They’re cooking, political, fun facts, and life hacks. These videos are fun, entertaining, or informational. Use this consumer trend to your advantage. Take a product or service and make a video that informs rather than sells.

Upload your videos direct to Facebook

While Facebook does allow for third party videos to be posted on their platform, it’s a better resource to post your video directly on Facebook. Why? Videos posted directly to Facebook receive higher engagement than those that aren’t. Why is that? Facebook’s algorithms push Facebook native videos. If you are concerned with YouTube video marketing and your engagement there, that needs to be a completely different focus from Facebook.

Over the years, it’s grown more and more difficult to reach your followers organically on Facebook. Algorithms have changed to the point that when a brand posts something – video or otherwise – it will only reach 10-15% of your audience if you’re lucky. Video are different. They want your videos and because of that, Facebook’s algorithms will elevate your video to be viewed by more followers.

What is the best length for a Facebook video?

The length of your Facebook video definitely has a huge role to play on how many clicks it receives, the likelihood of it being shared, and overall engagement. The ideal Facebook video length is 2 minutes or less. These are the videos most likely to be watched from beginning to end. Comparatively, YouTube’s recommended video length is longer at 5-10 minutes or even longer than that. Unfortunately, Facebook users don’t have the same patience to watch a similar lengthened video.

This isn’t to say that you can’t do long-form content – simply break it up into multiple videos. Creating short content pieces, you have the opportunity to produce multiple videos that each maximize the impact of the message.

Optimizing your Facebook video marketing campaign

There are several ways to optimize your Facebook video marketing campaign to get more views and shares. Use vertical videos instead of square ones. If it’s more cinematic, you may want to deliver horizontal video aspect ratios. You also want to ensure you include a click-friendly title, keywords in the title and description, a description that’s short and sweet, and a message of encouragement to share.

Somewhat unfortunately, a Facebook video marketing campaign is going to pop its biggest numbers on Facebook. These videos aren’t the sort of thing you can share on other social platforms and expect them to perform in the same way a YouTube video could.

That said, the audience of millions of mature adults on Facebook makes this an attractive consumer connection that shouldn’t be discounted. Facebook has a massive scope and it’s somewhat underrated. Just because it’s not the latest social media site to capture the youths doesn’t mean it doesn’t have a massive audience. Start producing high quality, informational, and optimized video content today. Get those videos on a regular schedule and watch the benefits you reap.

Are you looking to get the most out of your Facebook video marketing? Partner with Unlimited Exposure today to tap into a mature collection of consumers waiting to connect with your video. The likes, shares, and exposure you receive from a video campaign can be translated into revenues and website traffic, helping you to grow your audience quickly and with sustained momentum. Find out what we mean. Sign up with Unlimited Exposure today.