5 minute read

100 million hours of video are watched on Facebook every day.

When it comes to keeping people on the Facebook platform and generating engagement from your posts, video outperforms every other content type by far. Video posts get at least 59% more engagement than other post types.

We’ve written many times before about how effective a single image can be in getting people out of Facebook and onto your website for the purposes of lead generation, but if we’re talking about content that’s designed to “live” on Facebook and your goal is to generate engagement and build brand awareness, then video should be your content type of choice.

The average watch time per video on Facebook is only 10 seconds. Yep – just 10 seconds. Not only that, Facebook classifies a video view as someone who has watched your video for just 3 seconds. That’s not a whole lot of time to deliver your message to the viewer, is it?

If you can get it up to 15 seconds or above, then you are on a different level of Facebook video marketing and brand building, so here are a few tips to help you increase Facebook video watch times and keep eyeballs on your videos for longer.

Be Yourself

Today’s viewers can smell a fake from a mile away. While much of a real estate agent’s job has to do with showing potential buyers all a property has to offer, the other part of the equation is, well, you (and your story).

 

For your Facebook video content, you’ll do well with a dash of informality. Educate your client base in plain language and don’t be afraid to let a glimpse of your humour shine through.

Give Viewers a Glimpse Behind the Scenes

In the real estate business, you’re counting on visuals to do a lot of the heavy lifting. While many of your competitors may be creating content with pictures upon pictures of their own listings, shining the light on what happens behind the scenes in your business will help you connect with an audience on a much deeper level.

Talk to your audience about the ins and outs of buying a home, offer digital tours, and anything else that provides more information than you’d find on a traditional listing page.

Ask Questions

The biggest secret to boosting Facebook video engagement? Asking your audience to answer a question. If you tell them something and don’t follow up with a “what do you think?”, you’re not actually starting a conversation.

Rather, you’re lecturing to your viewers. Even if you’re educating them on how to begin searching for their dream home or how to find a real estate agent, it’s worthwhile to pose a few questions that will get them thinking—and commenting.

Optimise, Optimise, Optimise

After you’ve come up with a video content plan, start thinking about the keywords your audience will use to find information about prospective topics. If you have a website, you’re probably well versed in the use of keywords in your blog posts and web copy.

But, you may be surprised to learn that keywords count when it comes to attracting viewers, too. SEO for your real estate videos has a lot to do with…location, location, location, as well as the property type and the features that come with it.

You’ll want to look for terms that relate to the neighbourhood, amenities, and anything else relevant to the home buying journey.

Make Sure You’re Uploading Facebook Videos to Your Library

Don’t make the mistake of publishing to Facebook’s ad system and calling it a day. Our recommendation is, each time you publish a video, you should add it to your Facebook page’s video library.

This way, viewers will be able to see your full video catalogue—not just your video ads.

Create the Best Facebook Videos Viewing Experience Possible

Beyond making interesting content that’s easy to find, you’ll want to be sure that you are giving your audience the best version of your video possible.

A few quick tips for creating a top-notch viewing experience:

  • The video can work with OR without sound (Up to 80% of videos on Facebook are watched with the sound OFF!)*
  • Demand your attention in the first few frames
  • Keep things short and sweet—no more than 60 seconds
  • Visually appealing—no grainy videos!
  • Make it your goal to entertain—keep things light and informal
  • When in doubt, use landscape mode.

*Note that we mentioned that a video should work without sound. Facebook has done away with sound-enabled autoplay. That way, viewers in public don’t need to worry about being disruptive.

Take advantage of the caption tool, or generate captions for your videos using a third party like Rev, so viewers can get the most out of your videos, even with the sound off.

Last but Not Least, Share Like Crazy

One of the most obvious ways to boost engagement on your videos? Get them out there. Cross-promote your content on Twitter and on your website, and ask viewers to share with their audience.

Notice how some of the videos in this post (above) are directly embedded from Facebook? If you keep a blog (and you should!), use the embed feature to increase your reach.

The embed process works the same way on Facebook as it does on YouTube. The videos will play directly within the posts (just like in this post above) but viewers have the added benefit of reading comments and sharing their own thoughts.

Facebook Videos: How to Increase Your Watch-Time and Engagement

More and more, people are turning toward video to interact with brands, and agents can really benefit from this. The real estate industry is based on showing more than telling, and the rise of video—whether that’s Facebook, Instagram, or YouTube—presents a major opportunity to connect with buyers.

We’ve got plenty of tricks up our sleeves aimed at helping you boost engagement with your Facebook videos, or figure out any other real estate content projects you’ve got on your list.

Ready to 10x your traffic, leads and sales from Facebook? 

Check out our Facebook Ads Masterclass and uncover the Facebook ads system used by Australia’s best real estate agents and agency brands to consistently attract high-quality vendor and buyer leads.

Author: Josh Cobb

Phone Number: 0427 184 183

Email Address: josh@stepps.com.au

Stepps was founded by Josh Cobb in 2014. Josh has advised more than 100 brands since starting the company and hundreds of agents who have attended his workshops. He is the host of the popular Real Estate Pros podcast, oversees digital strategy for top performing real estate agents and teams, and travels the globe with several international speaking engagements each year.

Josh was named as a finalist in the REB Awards for Industry Thought Leader of The Year in 2017, 2018 and the winner of  Brisbane Young Entrepreneur of The Year 2017 – Marketing, PR & Events and a finalist for the same award in 2020.

In addition to web development and digital strategy consulting, the company also runs Stepps Media, a fast-growing education company that produces an iTunes top-ranked podcasttraining events, email and webinars.