So, I recently had a brilliant chat with Alisha, a marketing whiz who’s been knee-deep in the world of Facebook for years. We were chewing over the whole ‘viral video’ obsession and how, actually, businesses are starting to wake up to something much more powerful: long-form content on Facebook Watch. It’s a real shift, and I wanted to get her take on how we can all leverage it to boost our brands.
“Think about it,” Alisha started, swirling her tea. “Everyone’s bombarded with these fleeting, 15-second clips. They might get a chuckle, but do they really build a connection? Not really.” She hit the nail on the head. We’re talking about moving beyond fleeting attention to fostering genuine loyalty.
Why Long-Form on Facebook Watch?
Alisha explained that it boils down to two main things: depth and trust. Short videos are great for awareness, but long-form allows you to really dive into your brand’s story, showcase your expertise, and connect with your audience on a deeper level. Think documentaries, mini-series, behind-the-scenes features – the possibilities are pretty endless.
Understanding Your Audience is Key
Before you even think about filming, Alisha stressed the importance of knowing your target audience inside and out. “Who are they? What are their interests? What problems are they trying to solve? What kind of content do they already engage with?” she asked. It’s all about crafting content that genuinely resonates with them. Don’t just pump out anything; be mindful of what they want to watch.
To help with this, Alisha recommended using Facebook Audience Insights. This tool gives you a treasure trove of data about your existing fans and potential customers, including their demographics, interests, behaviours, and even the pages they like. Use this information to inform your content strategy.
Generating New Business with Original Series
One of the most effective ways to leverage Facebook Watch, according to Alisha, is by creating an original series. “It doesn’t have to be Hollywood-level production,” she clarified. “The key is to provide valuable, engaging content that keeps people coming back for more.”
She gave the example of a local bakery that created a series showcasing their signature recipes and the stories behind them. Each episode featured a different baker sharing their techniques and personal anecdotes. Not only did it attract a dedicated following, but it also drove foot traffic to the bakery. Alisha suggested that if you are a plumbing company, you could offer a free weekly series on the basics of fixing your own bathroom. People enjoy these features and are far more likely to approach you when a real emergency arrives.
Engagement is a Two-Way Street
Creating great content is only half the battle. Alisha emphasised the importance of actively engaging with your audience. “Respond to comments, ask questions, run polls, and create a community around your content,” she said. “Make people feel like they’re part of something special.”
She suggested hosting live Q&A sessions after each episode, where you can answer viewers’ questions and provide further insights. You can also create Facebook groups specifically for your series, where fans can connect with each other and discuss the content. Consider employing a Community Manager and make sure they respond within 24 hours to comments.
High-Quality Content Drives Loyalty
Let’s be honest: no one wants to watch poorly produced videos with bad audio and shaky camera work. Alisha stated that investing in decent equipment and editing software is crucial. “You don’t need to break the bank, but make sure your videos are visually appealing and sound clear,” she advised. Consider hiring a videographer, especially if you don’t have the expertise or time to produce high-quality content yourself. High-quality does not just mean the physical quality of the video, but also the narrative. Is the story interesting? Is it told well? Does it keep the viewer engaged?
Building Brand Loyalty
Ultimately, the goal of long-form content on Facebook Watch is to build brand loyalty. By providing valuable, engaging content and fostering a sense of community, you can turn viewers into loyal customers. This is what long-form can do far more easily than a flash-in-the-pan advert.
To wrap things up, Alisha suggested making sure your content lines up with what the audience wants, interacting with them, making sure your content is high quality and that you are building loyalty through your content. Alisha really opened my eyes to the potential of Facebook Watch for long-form content. It’s not just about creating videos; it’s about building relationships, establishing authority, and turning viewers into loyal advocates for your brand. The shift from the short term to the long term is difficult, but very much worth it.
