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Facebook native videos are dominating the video experience online.
Research shows that 89% of overall video posts were Facebook native videos.
Furthermore, they get 477% more shares, 530% more comments and 168% higher interaction rate than YouTube videos.
Native content is any type of content shared directly on a specific platform.
It is when you post an article, image or video directly on a social platform such as Facebook, Twitter, Instagram or LinkedIn instead of posting an external link.
This allows users to consume content directly and immediately without having to leave the platform.
When users are on a certain platform, they are in a different mindset. They have specific reasons for going on those platforms.
For example, they may go on Instagram for pictures and short videos; Twitter for short, catchy digests; Facebook for messaging and engagement; and YouTube for long videos.
As marketers, we need to tap onto native video advertising as part of our content marketing strategy.
This is important because we want our audience to be engaged with the content as much as possible.
Considering 23 million Malaysians are on social media with Facebook being one of the most used platforms, and the fact that Facebook prioritizes videos in its own environment, it’s only reasonable that marketers should focus their content strategy on Facebook videos.
Here’s the real deal:
So we can see that Facebook videos are significant.
Now we don’t want to post just any videos.
We would want to create thumb-stopping videos.
This means that the first 3 seconds of your video should be interesting to make your audience want to stop and watch the whole thing.
If you succeed in doing this, not only have you given your audience a seamless user experience but you’ve also created the urge for them to engage on your post.
While posting natively on a social platform seems to be better in terms of engagement, there are a few downsides to native content.
The most obvious would be that there may be a decrease in traffic flow to your website.
Since posting external links may not garner high engagement, you won’t be expecting many click-throughs to your website.
This drop in traffic may also affect the SEO power of your website, as fewer external links are pointing to your domain.
This could be resolved by placing a link in addition to your native post, but if the call-to-action (CTA) is not compelling enough, you could still miss out on conversions.
Business Support WHAT IS NATIVE CONTENT?
WHY POST CONTENT NATIVELY?
THE DOWNSIDE OF NATIVE CONTENT