With 31 million people logging on to Facebook every day, the social media platform’s head of fashion, Dion Magee, reveals her top tips for fashion brands looking to capture user’s attention via video.
According to Facebook’s head of fashion Dion Magee, the “world of mobile isn’t happening – it’s happened”. Today, 31 million people log on to Facebook every day, and 29 million, or around 90%, do it via a mobile device.
When Facebook started eight or nine years ago users communicated via text, and they then moved to communicating via images. But now the platform’s real growth is via video: Facebook founder Mark Zuckerberg has predicted the majority of content across all social platforms will focus on video. Today, Facebook plays 8 billion videos each day, a number bigger than the world’s population.
Here are Magee’s top three tips for fashion brands looking to use video content across social media platforms, making it “mobile friendly and feed-friendly”.
1 Capturing attention
“Every time you open Facebook there are 2,500 pieces of content that can come into your newsfeed, so brands aren’t just competing with brands, but everyone – people’s friends and families,” she said. “One thing to bear in mind, on desktop, we’ve seen you have 2.5 seconds to capture attention via video, but on mobile its 1.7 seconds.”
Her top tips for grabbing and keeping user’s attention include the adoption of “heartbeat frequency”, whereby a video visually rewards viewers at regular intervals once you’ve caught their attention.
She also suggests brands create videos that start with the end, making sure the first image is exactly what the video is going to be about so that the viewer knows and remembers.
2 Designing for sound off
“On our platform we’ve seen that if people watch 10 seconds of a video, 60% are more likely to turn on the sound. But you should design for ‘sound off’, but let ‘sound on’ enhance the experience,” said Magee.
In this sense, a video should make perfect sense with sound off, but be added to with sound switched on.
3 Play more
“No matter what your budgets are, play with what you already have and build on it and test and learn,” says Dion. “We don’t want brands to let small budgets inhibit them.”
Magee suggested taking a series of images within Facebook’s slideshow feature to make it look and feel more like a video, even when budgets haven’t allowed you to make a full video. Or something as simple as adding text overlay to videos really makes a difference, particularly when sound is off.