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No More Writing on the Wall: The Future of Facebook

No More Writing on the Wall: The Future of Facebook

“If I was having a bet, I’d say video, video, video,” said Nicola Mendelsohn, Facebook’s VP for Europe, the Middle East and Africa, when she was asked what Facebook was going to look like in five years.

There has already been a significant decline in text-based posts on the world’s most popular social network; the majority of users are now sharing content – videos and images, primarily – created by other people rather than writing their own status updates.

People are also watching more video. In January, Mark Zuckerberg reported that 500 million people watch video on Facebook each day, for a total of 100 million hours per day. At that time, it was announced that Facebook is creating a dedicated space within the platform for users who just want to log in and watch video; it’s currently in testing, and Facebook offers a revenue-sharing platform very similar to YouTube’s to people and brands who have uploaded popular videos.

[Tweet “500 million people watch video on Facebook each day.”]

Don’t Be Intimidated By Video

Creating video content is easier than ever before. Most smartphones are more than adequate to get started with; if you haven’t played around with your phone’s capabilities, the time to do so is now.

Many small business owners are very intimidated by the idea of creating video content, but you don’t have to be. The top performing videos on Facebook, YouTube and other social media platforms are relatively short. Most top out at five minutes or less. While you want the quality to be good, effective video doesn’t have to have the same production values as a Hollywood feature film.

You don’t have to reinvent the wheel in terms of storytelling: using simple, familiar narratives works well. For example, check out this video from The Jewelry Box of Lake Forest.

[Tweet “85% of Facebook videos are watched in silence.”]

The story here is simple – they’re having a sale, and the owners, Jack and Christine, are engaged in a mock battle over what should go on sale and what the discounts should be. It’s to the point, funny, and most importantly of all, communicates effectively even without the sound being on. 85% of Facebook videos are watched in silence – that means you don’t have to stress about your tone of voice or any fancy sound effects.

Our example video promoted an event. Other types of video content to consider are how-to content, such as this cake decorating video from Howcast:

Or try explaining who your ideal customer is, and why your products appeal to them.

Vary the type of story you tell. You don’t want exclusively promotional content; customers want to be entertained and informed by what they find on Facebook. Creating an editorial calendar is a good best practice to help ensure you create a good content mix. Pay attention to your metrics. The videos that are watched and shared most often are a good indicator of what type of content your customers value the most.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office