Organic reach on Facebook has been declining for years. The saving grace? Facebook’s algorithm loves video! The platform has been trying to restart user growth by showing users more content from friends and family and less from businesses, with video being the only exception. Facebook tends to promote video posts further organically than non-video posts, providing businesses with a huge opportunity.
In-feed video content can be up to 4 hours long on Facebook. But just because you can upload a Lord of the Rings film, doesn’t mean you should. The most successful videos tend to fall between 24 to 90 seconds long. But be sure to do your own research and have a look at your Facebook analytics to see what length videos you audience engaged with the most. For example, Hubspot found that their audience engaged most with videos that were under 1 minute, so now cap their videos at 60 seconds. In-feed video length: 24 - 90 seconds
Facebook Stories can only be 20 seconds long and expire after 24 hours. These disappearing short-form videos are becoming more and more popular with users, as an easy way to produce video content and see the behind-the-scenes of businesses. Whilst this is a very short piece of content, use the time cap wisely. Ensure you put the juiciest bit of content in the first 5-10 seconds to capture users attention before they swipe past. Stories video length: <20 seconds
Facebook Live is a great way to connect with your audience and meet new customers. It gives your audience a chance to meet the face behind the business and understand your brand's story and objectives in more detail, ultimately helping them to become brand ambassadors. One of the benefits of Facebook Live is that it offers a long time limit, giving you up to 8 hours if you’re recording on desktop and 4 hours on mobile. Now, I am not suggesting you use all this time, but the longer your video runs, the more discoverable your stream will become. Facebook Live video length: 10 minutes to 4 hours (8 hours on Desktop) Top tip: don’t go below 10 minutes to give users enough time to be notified and tune in.
The length of your Facebook video ad depends on the type of advert you are running. For in-stream video ads (ads placed before or during other video content), Facebook recommends 5 to 15 second long videos. However, they can be up to 31 seconds. For news feed ads, Facebook recommends creating short ads that are 15 seconds or shorter as they “have higher completion rates, so you can successfully share your entire message.” They have also suggested for mobile advertising that you make really short ads. Compared to 15 - 30 second video ads, 6 second ads showed “higher brand metrics across the board.” Facebook in-stream video ad length: 5 - 15 seconds Facebook news feed video ad length: 6 - 15 seconds