May 28, 2020·13 min read

What marketing videos work best on Facebook? Should you upload or post a link? How do Facebook Stories work for business? Find answers to all that and more.

In fall of 2014, Facebook leadership took a good long look at YouTube and Snapchat and Instagram and pivoted—partly—to video. “In five years, most of Facebook will be video,” Mark Zuckerberg announced. Today, that promise is nearly reality.

Half a billion people watch video on Facebook every day. Facebook is one of the most popular destinations for video on the internet, second only to YouTube. It has launched video features like Facebook Stories, Facebook Live, and Facebook Live 360—and placed buttons to access them easily throughout its many apps.

Just because billions of people are present and watching video doesn’t necessarily mean you can reach them all—or that your audience is present. But if anyone can find out whether they’re there and watching, it’s Facebook. The company invented the social graph technology that most social media sites now use to identify precisely the people who are interested in your videos wherever they are, and encourage them to press play.

Consumer or B2B, enterprise or SMB, there’s a Facebook video marketing strategy for every type of business.

  1. Contents
  2. 1.What Are the Benefits of Facebook Video?
  3. 2.What Types of Facebook Video Can I Share?
  4. 3.Linked Facebook Videos
  5. 4.Native Facebook Videos (a.k.a. In-Feed Videos)
  6. 4.1Facebook Video Specs
  7. 4.2Best Practices for Native Facebook Videos
  8. 4.3How to Share a Video on Facebook (Natively)
  9. 4.4Metrics that Matter for Facebook Video
  10. 5.Facebook Stories Videos
  11. 5.1Best Practices for Facebook Stories Video
  12. 5.2How to Upload Facebook Stories for Business
  13. 5.3How to Share Video via Facebook Stories
  14. 5.4Metrics That Matter on Facebook Stories
  15. 6.Facebook Live Video
  16. 6.1Best Practices for Facebook Live Video
  17. 6.2How to Do a Live Video on Facebook
  18. 6.3How to Record a Facebook Live Video
  19. 6.4Metrics That Matter for Facebook Live Video
  20. 7.Facebook Video Ads
  21. 7.1Facebook Video Ads Specs
  22. 7.2Best Practices for Facebook Video Ads
  23. 7.3How to Create a Facebook Video Ad
  24. 7.4Metrics That Matter for Facebook Video Ads
  25. 8.Facebook Cover Videos
  26. 8.1Facebook Cover Video Specs
  27. 8.2Best Practices for Facebook Cover Videos
  28. 8.3How to Add a Cover Video on Facebook
  29. 9.Getting Started with Facebook Video

What Are the Benefits of Facebook Video?

Facebook’s algorithm loves video. And because it loves video, it promotes video posts further than non-video posts. That’s a big advantage given that business’ native reach on Facebook has been declining for years.

The platform has tried to reinvigorate plateauing user growth by showing people more content from friends and family and fewer from businesses, but video posts are the shining exception.

Facebook boasts 7 billion video engagements per quarter, reports Newswhip. Videos earn an alleged 1.5x more engagement than photos and 6.4x more engagement than just a link. Buffer puts the video engagement advantage at 135%.

The consensus is that videos earn more eyeballs.

What Types of Facebook Video Can I Share?

Using video on Facebook presents video marketers with a dilemma.

On the one hand, uploading your videos directly to Facebook from your desktop or smartphone confers added benefits. Natively uploaded or recorded videos will auto-play in viewers’ feeds and may earn greater reach thanks to a bias in Facebook’s algorithm. But the analytics are quite poor and don’t integrate with your other marketing tools.

On the other hand, if you post a link to a video, can get real analytics that are actually useful for marketing. For instance, with a Vidyard link, you can track leads that watched, how much they watched, and score them accordingly.

As the aphorism goes, if you can’t measure it, you can’t manage it. The tradeoff of being able to capture leads and move them through a buyer journey often outweighs a little extra reach. In the end, this depends on your goals.

There are six types of video you can share on Facebook:

  1. Linked Facebook Video
  2. Native Facebook Video
  3. Facebook Stories Video
  4. Facebook Live Video
  5. Facebook Video Ads
  6. Facebook Cover Videos

Read on for a deep dive into each different type.

Linked Facebook Videos

Linking is the original way to share video on Facebook, the method people used before they had the option to upload a file natively.

It’s still one of the quickest and easiest ways to share video on Facebook. Linked video means that viewers must click to watch a video hosted elsewhere. You can share links to Vidyard, YouTube, and other videos on Facebook. (Though you also have the option to push Vidyard videos natively to Facebook.)

Native Facebook Videos (a.k.a. In-Feed Videos)

Four out of five videos on Facebook are what’s known as native video, or videos posted as an update to your feed or your brand’s page. According to Newswhip, 98% of the top-performing videos in 2018 were native.

The best native Facebook videos are those that educate and inspire. The top 10 most viewed business pages that use video are all media companies, many of them in the news, food, or fashion industries. For example, Impressive Things, Best Recipe Box, The Magical Slow Cooker, PBS News Hour, and CollegeHumor.

Learn From the Pros

Software startup Brandfolder shares customer stories on their Facebook page.

Facebook Video Specs

Recommended videos are 720 pixels wide with a resolution of 3 Mbps and 30 fps. If that sounds complicated, it isn’t: That’s the standard size of a webcam or smartphone, and Facebook is fairly forgiving. But if your videos do fall short, they can end up appearing blurry or pixelated.

Facebook videos can be as short as a few seconds or as long as 240 minutes. The top-performing videos are an average of 132 seconds long, according to Newswhip.

cover graphic for Social Video Specs Guide

Get the Social Media Video Specs Guidecover graphic for Social Video Specs GuideEvery different social platform has its own requirements for videos. Every single one is in this guide.Get the Specs