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Facebook Guide: Best Practices for Video Creators

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The guide details tips for creators on how to increase content production and maximize video content.

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Facebook Guide: Best Practices for Video Creators

  1. 1. Best practices for video creators Facebook company, 2020
  2. 2. 43 65 21 Go live with advanced streaming software on Facebook Re-Post your evergreen, timely and topical content Bulk upload your back catalogue using Creator Studio Organize your content using new playlist and series tools Create or join a relevant challenge and invite fans to participate Highlight your top stories around specific themes 6 TIPS for maintaining production and maximizing your content library As you adapt to new business challenges, here are some ways to maintain or increase your video production: Facebook company, 2020
  3. 3. Live is a great way for you to be authentic and build deeper, real-time engagement with your fans, especially during these turbulent times. Since we launched Live video on Facebook, people have made over 8.5 billion broadcasts. We’re seeing a significant increase in both Instagram Live and Facebook Live usage as more people are turning to these channels to stay connected with their communities. From February to March, the number of Facebook Live viewers in the U.S. increased up to 50%. When you go Live on Facebook, it immediately notifies your fans and followers at the top of their News Feeds, enabling quicker discovery and a shorter path to tune-in and engagement. In addition to appearing on Pages and in News Feed, live videos are also eligible for distribution in Facebook Watch, helping more people to discover your videos. 1 Go live with advanced streaming software Once you have your encoding software and camera installed, you’re ready to go live using Live Producer, which is the new way to go live on Facebook using a customized set-up and streaming software. Learn more about how to use Live Producer. We also recommend checking out this advanced Facebook Live guide for planning shows or larger virtual events using Live Producer. To use more advanced features, you can go live using a camera and streaming software (also referred to as encoding software or an encoder). The encoder that's best for you may depend on the type of content you plan to stream. There are several programs to choose from, including free open-source software. Learn more about encoding software options and going live with streaming software. Facebook company, 2020
  4. 4. Bring new life to your older content by digging into your archive to find evergreen, timely and topical content that may be suitable to repost. Be strategic and mindful about how often you repost content. Make sure you are selecting relevant and retentive videos, posting content from your archives instead of recent videos, and adding new titles and descriptions to keep it fresh. Check your Performance Insights to find videos that indicate high watch times and retentive viewership, such as videos with high ‘Minutes Viewed’ counts. To access these insights in Creator Studio, visit the insights tab, then click ‘performance’ and scroll down to the Top Videos table, where you can sort videos by ‘Minutes Viewed’. You can create a new post using the same video in Creator Studio. Facebook company, 2020 2 Repost your evergreen, timely and topical content
  5. 5. If you’re interested in bringing your back catalogue to Facebook, Bulk Uploader and Bulk Actions streamline video publishing by enabling you to upload and manage content in bulk. With these bulk features, you can efficiently add multiple new videos to series and playlists, and with a single click, enable features like rights protection (you can apply for rights manager here), ads and auto-captions. The new Bulk Uploader makes uploading content more efficient by allowing upload of up to 50 videos to one page in a single action. You can also choose to edit the title, description, add tags, schedule posts and choose other settings in-line on the screen. Starting in April, Bulk Actions will also be available for videos that have already been published. These are smarter editing tools that will enable you to apply settings or ‘take actions’ on videos in bulk. These actions will be available both at the time of upload and in the content library. Learn more. To bulk upload videos in Creator Studio: ✓ Click on the "Create Post" button in the 
 top-left corner of the screen and select 
 "Multiple Videos" from the dropdown menu. ✓ Select the video files you want to upload 
 (you can upload up to 50 videos at one time). ✓ Choose the Page you want to upload the videos to. ✓ You can edit the titles, descriptions, tags, and other metadata while the videos are uploading ✓ Select your desired publishing option for each video (publish now, schedule, save as draft, premiere, or backdate). ✓ Once the videos are processed, they'll be viewable in the Content Library tab. Facebook company, 2020 3 Bulk upload your back catalogue
  6. 6. We recently launched a new playlist feature to help you organize your content. Playlists are a simple, flexible way to organize both new and existing videos into (unserialized) themes with accompanying distribution benefits. Consider creating new playlists of favorite characters or fan favorite moments and other themed topics using the full videos that already exist. If you have access to the original video files, you can also edit the originals into cut-down versions and organize them in new playlists made of clipped videos. Similar to playlists, publishing to a series will allow viewers to discover and watch your videos across Facebook Watch, Search and News Feed. Series allow you to organize your content into episodes, with the flexibility to show episodes in chronological order (to support a narrative story arc across multiple episodes), as well as add seasons, brand logos (showmarks), and trailers. We've found that videos that are simply thematically-related perform best in playlists, while groups of episodes perform best in series. We offer full flexibility to represent your videos in the format that fits best. Your playlists and series will perform best when the content you add to them is truly thematically related. For example, a playlist of recipe videos will perform better than one covering a range of topics without a coherent theme. Curating your content by theme provides the best viewer experience, gives Facebook stronger signals about when to recommend your content, and increases the likelihood that viewers will discover and watch videos from your playlist or series. Learn more. ✓ Playlists increase your videos’ distribution through related content recommendations, helping you reach and and grow loyal audiences ✓ Viewers can click to open playlists from posts in News Feed, when videos are uploaded into a playlist ✓ Playlists are showcased prominently on your Page ✓ When viewers open a playlist from your Page or a News Feed post, it will playback in the order you dictate ✓ Playlists have a unique URL you can share with fans on or off Facebook Facebook company, 2020 4 Organize your content with playlists and series
  7. 7. Participate in or create a challenge that spreads positivity and awareness for an issue or cause that’s meaningful to you. 5 Create or join a challenge Post a video about the challenge to Facebook and Instagram, tag others to do the same, and include relevant hashtags. It’s a great way to get creative and encourage your community to rally together. Explore other trending challenges and hashtags and join in to support a movement or major moment. You can also prompt your fans to post photos or videos around a certain theme or challenge, offering them a chance to have their content re-shared by you. This can work well in Facebook or Instagram Stories where fans can post to their stories and tag you for a chance to be re-shared. Be sure to celebrate top participants by tagging them in the re-shared posts. Preserve and organize your top stories content around specific themes by adding them as highlights, even after they disappear. Pull in stories content from your Instagram Archives to keep it accessible. Consider making custom covers by posting the desired image in your stories and then to highlights. Highlights appear below your profile photo and remain visible as highlights until you remove them. 6 Highlight your stories Facebook company, 2020
  8. 8. 43 65 21 Go live with a friend or fan Connect in Facebook Groups Host a Watch Party Add a poll to your videos Get active in the comments Use stickers in your Stories 6 TIPS for engaging fans and building community Expand your global fanbase and inspire fans to take action in support of philanthropic and business goals. Facebook company, 2020
  9. 9. There are 2 ways you can start a live broadcast with a friend or fan on Instagram. You can invite a friend to join your live video or you can request to join the live video of a friend. • Keep in mind you can only invite someone who is already viewing your live video. • If your friend accepts the invitation to join, you'll see them appear in a split- screen view. You'll also see if they've chosen to decline. • You can remove the person you invited to join your live video at any time by tapping x at the top right corner of their split-screen. • Consider screen recording your Live With while you’re broadcasting if you want to share it after to upload to Feed (if less than 1 minute) or IGTV or Facebook. Turn off notifications while you screen record. • You can also respond to a comment by tapping the comment and pinning it so viewers can see it more easily while you reply. • If you send a request to join the live video of a friend, you’ll receive a notice that you’re about to join the live video when your request is accepted. Learn more. If you’re using Live Producer on Facebook, you can bring guests into your broadcast by using platforms like Be.Live, Stage Ten and easylive.io. Find the partner that is right for you. Video conferencing software providers such as Zoom and BlueJeans also allow you to broadcast live to Facebook with multiple participants. Learn more about broadcasting Live to Facebook using Zoom and BlueJeans. Facebook company, 2020 1 Go live with a friend or fan
  10. 10. Now more than ever, people are seeking ways to come together virtually. Facebook Groups are a powerful way to connect people around similar interests and build a deeper sense of community. Participate in relevant Facebook Groups to help you catch the attention of like-minded people and connect to a wider audience. Consider what interests, activities and topics people who enjoy your content might have in common. Explore the Groups that you’ve joined and search for new ones (in the lefthand menu) which includes popular and suggested options. You may also find that super fans have created one or more groups about you and your content. Consider participating in the comments or share exclusive posts, photos, or a short hello video. Your fans will be delighted to see your presence in their group. You might also want to create your very own Group as a dedicated space for fans to connect authentically with you and each other. You can join a new Group as a profile or Page. Additionally, you can change whether you post as yourself or your Page in your own Group. Learn more. ✓ Build a safe and thriving space with membership and post approvals ✓ Select people you trust to help moderate posts ✓ Use it as an incubator for new ideas and a forum for feedback ✓ Reward fans with early access or exclusives, such as teasers or new videos ✓ Invite fans to participate in creative challenges and celebrate the results ✓ Go Live in the group and create weekly rituals like a recurring question, quote or challenge Tips for creating an active and supportive community with Groups: Facebook company, 2020 2 Connect in Facebook Groups
  11. 11. 3 Host a watch party Host a Watch Party where your fans can watch, discuss and react to a selection of your videos together, in real-time. You can also encourage people associated with your Page or relevant groups to host a Watch Party for your video content. You can create a watch party from your News Feed or timeline, in a group, or on your Page. It’s easy to select and add videos to your queue, add a co-host, invite people to join, and chat together while the videos play. If you want to include live commentary, tap the camera button after the watch party has started and select your preferred mode such as video, audio, or animated. Once your watch party ends, a recap will be saved on your timeline as a post, which will show all videos watched during the party along with any comments that were made. Learn more. You can also see insights about your watch party in Creator Studio. Go to your Content Library and click on the post to see standard post metrics including 2 insights specific to your watch parties: Minutes Viewed (the total amount of watch time accrued in your watch party) and Unique 60s Viewers (total number of unique users that watched at least 60 seconds). Remember to inspire authentic interactions and avoid engagement bait when hosting a watch party. Nobody likes clickbait including us, and we have ways to detect and demote artificial attempts to boost the distribution of videos. Avoid baiting viewers to vote, react, share, tag someone, or comment in inauthentic ways. We also have community standards and integrity policies that are important to keep in mind; otherwise they may limit distribution and monetization for your videos. Facebook company, 2020
  12. 12. Polls are a fun way to interact with fans by asking multiple-choice questions and letting them share their thoughts, ideas and opinions. You can create and post a poll on your Page, in a group, in a story — and in your VOD and live videos. Add a poll to your VOD by uploading a video, clicking “Polls” in the upload screen, entering your question and 2 to 6 responses, selecting the timestamp for it to appear, and toggling whether or not results should be visible to your fans. You can also add more than one poll to your video as long as it appears at a different time. Learn more. You can also create a live poll using Live Producer which will allow you to publish your poll during the broadcast. Learn more. Facebook company, 2020 Do: Don’t ✓ Keep polls short: Shorter poll questions tend to do better because users can easily engage with the poll and the video, without detracting too much focus from the video. ✓ Be positive: Pose the question in a positive way. For example, “Who was more…?” ✓ Get creative: Use poll questions that have two or more meaningful answers, not just “Yes” or “No.” ✓ If you plan to use the Yes/No format, make the language more engaging, e.g. “Yes, she will nail it!” or “No way, not a chance.” ✓ Fit the content flow: Fewer polls within a broadcast make each reactive or prediction poll more impactful. ✓ No more than 1 poll per 15 mins. For longer content, 4 - 6 polls per 2 hour period has worked best. ✓ Don't make polls trivia: Minimize ‘trivia’ questions as these attract lower engagement. ✓ Don't poll too much: Be mindful of how often you poll viewers. ✓ Don't engage in any form of “baiting” (like baiting viewers to react, share, tag someone or comment in inauthentic ways.) Like baiting/react baiting: Asking people to react to the post. Comment baiting: Asking people to comment with specific answers (hashtags, words, numbers, phrases, or emojis). Share baiting: Asking people to share the post with their friends. Tag baiting: Asking people to tag their friends. Vote baiting: Asking people to vote using reactions, comments, sharing, or other means of representing a vote. Have fun and learn more about your fans in the process. Ask questions in your videos that keep them engaged in the story arc or narrative. And create opportunities for them to provide input on what they like, want to see more of, etc. Facebook company, 2020 4 Add a poll to your video
  13. 13. Replying to comments on your content will make your fans feel heard. Writing personalized responses will also make them feel special as opposed to just liking the comments or using canned replies. You can also ask a question to kickstart a dialogue in the comments between fellow fans. Inspire engagement by giving fans an opportunity to share more of their thoughts and opinions about the kind of content they want to see from you. Let their responses inspire you to create content that’s more targeted to your fans. Take a look at your insights to understand what times of day your fans are most active and consider responding to comments during that window of time. You can also experiment with different times to see what works best. Invite top creators that you know to jump into the comments on your posts, and comment on content posted by their accounts too. Even if it’s just letting the person know you enjoyed their video, it’s a nice way to add to the conversation and potentially introduce more people to your community. Facebook company, 2020 5 Get active in the comments
  14. 14. 6 Use story stickers When sharing a photo or video to your story, consider using coronavirus (COVID-19) response stickers such as Stay Home and Thanks Health Heroes to help build solidarity. There are many other stickers you can add to your stories to express yourself in fun and unique way: • Add a donation sticker to allow people to donate to a nonprofit that you care about. • After you select the donation sticker, you can select the nonprofit you want to raise money for and customize the name of your fundraiser. When people see your donation sticker, they can tap Donate to donate to your selected nonprofit. Swipe up on your story to see the total amount raised and donations by username. • Add a quiz sticker to write your own multiple- choice question and customize the answers. • People can respond by tapping an option you've provided. Once published, your followers can vote and learn whether they got it right. When you view your story and swipe up, you can see how many votes each option received and how each person voted. • Add a countdown sticker to count down to any moment. • Tap to customize the name, date and time, and color (by tapping the color picker). When followers see your countdown sticker in your story, they can tap the arrow in the corner of the sticker to remind them or share your countdown to their story. When the countdown ends, you and everyone who turned on reminders for your countdown will receive a notification. • Add a questions sticker so people can ask you a question or send you a song. • People can tap the sticker in your story, then type a question to ask you or send you a song. When you view your own story and swipe up, you can see who responded. Tap a reply from someone to share it. • Add a music sticker and search for a song. • If lyrics are available for the song you select, you can choose different fonts and designs for them, and you can edit which part of the song you want to play. When someone watches your story, they can tap the lyrics to learn more about the artist or listen to more of the song. • Add a poll sticker or emoji slider sticker to write your own question and customize the answers. • People can respond by tapping an option you've provided or sliding the emoji you've chosen. Once published, your followers can vote and see realtime results. When you view your story and swipe up, you can see how many votes each option received and how each person voted. • Add a location sticker by searching for or selecting nearby options. • When people see your story, they'll be able to tap the sticker and view the page for that location. • Add a hashtag sticker. • When people see your story, they'll be able to tap the sticker and view the page for the hashtag you enter. • Add a current time or weather sticker. • Add a selfie sticker by tapping and taking a photo. • Pin stickers to a fixed spot in your video. • After taking a video, add a sticker, then tap it and hold. Use the slider bar at the bottom of the screen to scroll through the video to find where you want to pin the sticker. Move the sticker and tap Pin. Facebook company, 2020