“We’re entering this new golden age of video. I wouldn’t be surprised if you fast-forward five years and most of the content that people see on Facebook and are sharing on a day-to-day basis is video.” – Mark Zuckerberg, Interview with BuzzFeed News

It’s Mark Zuckerberg’s world and we’re just living in it.

Facebook reach is down 52%. Facebook engagement on links and photos is down. So what’s up?


As you can see from the quote above, Facebook’s founder and CEO is pushing video content above all else. If you pull out your phone right now, go to your Facebook app and browse your NewsFeed, I’d be willing to be that you’re seeing more video posts than you previously noticed.

As Business Insider wrote earlier this month (emphasis ours):

“Facebook has consistently expressed its support for video, with executives (including CEO Mark Zuckerberg) stating their expectations that the News Feed will be almost entirely video within five years. SocialFlow’s research corroborates this. Video posts only comprised one percent of the data measured in their study, yet they generated eight times the reach and 12 times the shares compared to non-video posts.

The thing that sticks out to us there is the one percent. One percent of the content SocialFlow studied was video. That means, just five years out from Zuckerberg’s stated prophecy of Video NewsFeed, still only a very small amount of Facebook content is video.

Facebook may be doing more to limit the organic power of Pages, but that doesn’t mean that your strategy should shift away from Facebook. It just means that you need to do what Facebook is trying to force you to do. There isn’t some clever game you can play here to boost the organic reach of your photos and links, there’s really only two options:

  1. Use paid to boost your regular content
  2. Start producing video content

PopSugar started producing incredible reach just by shifting to video content and by making their videos watchable for the length of their videos. Yes, this kind of strategy also costs money, but Facebook is putting the ROI right there for you whether you like it or not: people will see your content.

So how you can make video a part of your strategy? It’s different for everyone, we’ve been experimenting with small scale, simple text and image based video content for our clients and are seeing some encouraging results. One video post saw an engagement rate equal with a post that was boosted and good organic reach.

Again, we didn’t dive into the deep end of video on Facebook, we’re still dipping our toes in the water, but we might just start to go swimming soon. And we would really encourage everyone to start to do the same.

As this blog post was being developed, Facebook announced the release of Lifestage, a video social app only for teens. The writing is on the wall: Facebook and its video push is here to stay. And you get to decide whether you want to be a step ahead of everyone else, or if you want to play catch up in five years.