Just as Google implemented a mobile-first strategy, Facebook is implementing a video-first strategy.
Over the last year, Facebook has made strides toward pushing video in News Feed.
Remember Chewbacca mom?
Or maybe you’ve seen Buzzfeed’s 2020 presidential election countdown.
What’s interesting is that each of these videos were published via Facebook Live—a livestreaming feature within Facebook.
Not only has Facebook been heavily pushing Facebook Live, just yesterday the social media giant announced a new Facebook video app for TV, as well as deeper integration of videos into News Feed.
The company also is reportedly in discussions with media companies to license long-form TV.
Clearly, Facebook wants to be first to video—and wants you to be as well.
So what does Facebook’s video-first strategy mean for your church or Christian-based ministry or nonprofit?
1. If you aren’t creating video yet, now’s the time to start. It’s not just Facebook becoming video-first, it’s many other social and media platforms moving that direction too.
Video doesn’t have to be complicated. Think about a topic or topics for which you want your church or Christian ministry or nonprofit to build authority on—perhaps on serving well, creating stronger leaders, growing or planting well, rescuing children from the trafficking trade, providing aid to people or more. Then use your iPhone to start shooting short videos that feature that type of content. Make them short—no more than 2-3 minutes—and to the point.
Consider behind-the-scenes videos and video interviews. Tell stories—of people you’ve served or of your work. Or, encourage people to create video of their experience with your church or ministry.
2. Realize that Facebook will start rewarding video over text posts (or even images) in News Feed. We’re already seeing this with notifications when people “go live” on Facebook. Soon, Facebook’s News Feed will be optimized for video, and the algorithm will bump video posts over any text or image posts.
3. Facebook will continue to place priority on sponsored video posts. Again, we’re seeing this now with sponsored text/image posts (in case you’ve wondered why your posts’ organic reach is low). In other words, if you want your video to really be seen, you’ll need to pay for it.
This is all good news, though! It’s an opportunity for your church or ministry to get found and get your content in front of people who really need to see it—people who desperately need hope.
It doesn’t have to be difficult. In fact, for now, the simpler—the more real—the better. Just take a step today toward putting a video on Facebook. Try and test. See what works for your organization. Then keep improving from there.