This article is part of SWOT Team, a series on Mashable that features insights from leaders in marketing, brand-building and public relations.
There are more than one billion video views on Facebook every day. In the next five years, “most of [the social network] will be video,” Facebook CEO Mark Zuckerberg said during a town hall meeting last November.
The numbers seem to back up Zuckerberg’s prediction.
The amount of video posted from people and brands to Facebook’s News Feed increased 260% year-over-year, Facebook recently reported.
Odds are that you don’t need stats to prove video is exploding on Facebook, however. Just scroll through your own News Feed. Video is everywhere.
With the proliferation of video on Facebook, it’s becoming increasingly important for businesses to incorporate it into their marketing strategies. Here are four reasons why businesses are turning to Facebook for video distribution.
1. Consumers have turned to Facebook for video
Facebook Media reported that more than half of all daily Facebook visitors in the U.S. watch at least one video a day. In fact, the number of video posts per person increased 94% in the U.S. over the past year. Further, 76% of American Facebook users say they use the social network to discover videos.
Consumers want video, and Facebook has become the platform of choice for watching and, more importantly, sharing.
Brands are now posting to Facebook directly, rather than sharing YouTube videos on Facebook. According to Socialbakers, brands posted more videos to Facebook than they did on YouTube last December.
2. Video production and distribution is getting less expensive
It’s now easier than ever to create professional quality video on the cheap, using a smartphone and easy DIY video tools. Product videos, customer testimonials and behind-the-scenes clips all make for easy-to-create, shareable content.
User-generated content is even less work and can be just as successful, like this fun video from a customer that Blue Apron shared on their Facebook page.
Businesses don’t need gigantic advertising budgets to get videos in front of the right audience either. Facebook makes it easy for businesses to target nearby and relevant customers (so you aren’t paying to promote your videos to people that wouldn’t use your product) and track viewership as a tool for increased ROI.
Retailers also can track conversions to see how well videos are working. Facebook gives businesses the ability to retarget users if they watch videos and don’t buy right after.
You may be asking yourself: “Why video specifically? Can’t posting photos, links or text be just as effective?”
In a recent report, Socialbakers found “native Facebook videos get more reach than any other type of post.” In fact, when you post a video instead of a photo, you’ll see an average boost in reach of 135%.
This is, in part, due to the fact that Facebook’s algorithm is partial to video, but also because video stands out in the News Feed. The fact that Facebook videos auto-play on mobile is a big reason why two-thirds of Facebook’s video views are on mobile devices. Additionally, videos will stand out even more than text or images because they ensure that the first several auto-play seconds are engaging and eye-catching.
4. Facebook is investing heavily in video
With the growth of video views on Facebook, the platform is taking strides to make it easier for consumers and businesses alike to share and discover video content. It also recently launched a number of tools and features that help businesses get the word out with video.
In December of last year, Facebook updated the Videos tab on Pages to include a spot for a Featured Video. It also introduced Playlists, making it easier for businesses to create collections of evergreen video content.
Facebook has only just begun its foray into the world of online video, and businesses that are early adopters will benefit. Facebook has been working hard to make sure their video marketing campaigns are successful.
Start experimenting with video on Facebook and see what it can do for your business.