Right, let’s dive in. I was grabbing a virtual coffee with Georgia the other day – she’s a whizz with online marketing, and we got chatting about Facebook Watch. I was picking her brain about how we could really leverage it for our long-form video content, specifically documentaries and behind-the-scenes stuff, but also how to do it right. Meaning, in a way that actually grows the business but also feels… well, decent. The kind of thing that’s useful and engaging and really strikes a chord with the type of customer that will stay loyal.
“First off,” Georgia said, sipping her (virtual) latte, “forget just ‘content’. Think experiences. Facebook Watch isn’t just a dumping ground for videos. It’s a place where people actively choose to spend their time. So, your content needs to be worth their time.”
High-Quality Content is Non-Negotiable
That seemed obvious, but she elaborated. It’s not just about having great production values (though that helps!). It’s about telling compelling stories. For documentaries, think investigative journalism, insightful interviews, or a really unique angle on a familiar topic. For behind-the-scenes features, offer genuine access – not just fluff pieces. People want to feel like they’re getting an exclusive glimpse. They don’t want to feel like they are watching a glorified advertisement, because this is one way of losing them.
Target Audience: Know Them Inside Out
“Now, who are you trying to reach?” Georgia asked, getting straight to the point. “Because that dictates everything else.” She wasn’t just talking about demographics, but the intricacies of their interests, their values, and their motivations. Think about what problems our product solves for them and how our long-form video content can indirectly (and sometimes directly) illustrate this. For example, if we’re targeting environmentally conscious consumers, documentaries about sustainable practices or behind-the-scenes features on our own ethical sourcing could be a winner.
Georgia emphasized the importance of Facebook Audience Insights. “Use it! Dig deep! See what your target audience is already watching, liking, and engaging with. This will give you clues about what kind of content will resonate.”
Engagement is King
Next up was engagement. “You can’t just upload a video and hope for the best,” she stressed. “You need to actively encourage interaction.” Her suggestions were gold dust. Here’s how we can enhance engagement:
- Live Q&As: Host live Q&As with the filmmakers, experts, or even your own team featured in the behind-the-scenes content. This is a fantastic way to build a personal connection with your audience. Promote this well in advance on the group to stimulate interest.
- Interactive Polls & Quizzes: Embed interactive polls or quizzes related to the content directly into the video. “What’s your biggest takeaway from this documentary?” or “Which character’s story resonated with you the most?” These spark conversation.
- Create a Facebook Group: This is the big one. Create a dedicated Facebook group around your content. This allows fans to connect with each other, discuss the videos, share their own insights, and feel part of a community. It is also an amazing place to test your products and services with the target customer and get invaluable information.
- Run Contests and Giveaways: Offer exclusive content, merchandise, or even a chance to appear in future videos as prizes for engaging with your content. “Share your thoughts on this episode for a chance to win…”
Monetization Without Alienation
Of course, we also talked about monetization. Facebook Watch offers various options, like ad breaks and branded content partnerships. But Georgia warned against being too aggressive. “Don’t bombard viewers with ads every five minutes! It’ll drive them away. Find a balance between generating revenue and maintaining a positive viewing experience.”
Accessibility: A Win-Win
Finally, and this was something I was really keen to discuss, we talked about accessibility. Georgia was adamant: “It’s not just ethically right; it’s good business.” She’s completely spot on. Making our videos accessible to viewers with disabilities isn’t just ticking a box; it’s expanding our audience and building goodwill. Here are the main things:
- Captions: Accurate and well-timed captions are essential for viewers who are deaf or hard of hearing. Use Facebook’s automatic captioning tool but always review and edit it for accuracy.
- Audio Descriptions: For viewers who are blind or visually impaired, provide audio descriptions that narrate the visual elements of the video.
- Transcripts: Make transcripts of your videos available for download. This is helpful for people who prefer to read along or who have difficulty processing audio information.
So, what did I learn? Creating content that is truly valuable, engaging, and accessible means understanding the audience, inviting them into a community, and telling a story that resonates. Don’t be afraid of the niche and cater towards them. The Facebook algorithm is only ever improving, and therefore as is its ability to determine the correct content for people of a certain interest. If you create something good, the people will find it.
