3 Reasons Nonprofits Should Utilize Native Facebook Video

Facebook video just may be the best way to expand your nonprofit’s reach, but you should adapt your strategy now, before it’s too late.

Reach has often been a controversial measurement provided by Facebook to determine how many eyes are seeing your content, and oftentimes a measurement of success when it comes to vanity metrics. It continually fluctuates and efforts to explain the logic behind Facebook’s algorithm and how content is served to users’ newsfeed have been foggy at best. With recent studies showing that images are seeing the lowest reach of any posting format, it’s time for nonprofits to shift their focus (though I wouldn’t discount images altogether).

Facebook is no stranger to competing with other social media platforms. Their most recent target: YouTube. You may have noticed an increased frequency of videos and links in your newsfeed as of late. Here’s why:

Native Facebook Video

On average, native video posts are seeing an organic reach that is 64% higher than that of photo posts. If that isn’t enough incentive, here are three reasons (including examples) why your nonprofit should take advantage of native Facebook video:

Increase Visibility

As Facebook attempts to go head-to-head with YouTube, it has included a key incentive to encourage pages to utilize native video: auto-play.  When users are scrolling through their newsfeeds, native Facebook videos will begin playing and, with the right video – as this example from the Natural Resources Defense Council shows – capture their attention.

https://www.facebook.com/video.php?v=10152993273539454

Views on Facebook: 3,391,043
Views on YouTube: 109,433

 

Communicate Impact

Facebook video is a great way to help your content come to life, particularly when it comes to your nonprofit’s story and impact. Not only is this a great way to expand your nonprofit’s reach on Facebook, it is a valuable tool for inspiring supporters. As you can see in the comment section of this post from Thorn: Digital Defenders of Children, the native Facebook video inspired multiple supporters to follow through with a donation – without being prompted to do so. Not only did this Facebook video see record engagement and drive donations, but they have seen an increase in post engagement since.

https://www.facebook.com/video.php?v=913843621988524

Views on Facebook: 11,530
Views on YouTube: 5,926

 

Foster Engagement

Though on-platform engagement is often dismissed as a vanity metric, these interactions help determine whether or not your nonprofit’s content will continue to show up organically in supporters’ newsfeeds. Facebook video is a great tool to leverage during timely events, when engagement is high and users are flocking to social media platforms to share their thoughts. Take this post from Common Sense Media, they leveraged the attention surrounding the Super Bowl to encourage parents to have conversations with their children regarding controversial ads.

https://www.facebook.com/video.php?v=10153044144789467

Views on Facebook: 23,161
Views on YouTube: 248

 

Looking for insight into how your non-profit can incorporate Facebook video into your overall strategy? Check out 6 Tips for Integrating Video in Nonprofit Media Marketing.

Questions? We’re always here to help! Leave a comment below, tweet us at @mediacause or send us an email at connect [at] mediacause [dot] org.

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