Did you know that brands with a Facebook Business page can use a Call-to-Action feature to drive users to watch a showcase video – whether that’s a native upload, a link to a YouTube or Vimeo clip or a video hosted on another platform?
Launched in the U.S. at the end of 2014, with a promised roll-out to the rest of the world soon after, the Facebook feature allows brands to link off the network to other specific landing pages. Facebook Business page owners and admins can set up, and edit, the CTA button to link to a page on or outside of Facebook, where users can then take an additional action like register for an event, download an app, sign up for a newsletter, or watch an campaign or explainer video. The functionality places the CTA button right next to the ‘Like’ button at the top of the page, and if you have access to this feature it’s definitely worth setting it up right now.
It Takes 5 Seconds to Set-up Facebook’s Call-to-action Feature
If you are the owner of a Facebook page you’ll have noticed the new ‘Create Call-to-action’ button on your page. Clicking on the button activates a drop-down menu with the following options: Shop Now, Book Now, Contact Us, Use App, Play Game, Sign Up, and Watch Video.
Just click on Watch Video, add the URL, confirm where to send viewers who are using iOS or Android devices and then click on Create.
The Facebook user will now see the following when they visit your page, and are just a click away from watching the video you have provided. As the page owner, you will be able to see the stats associated with the call to action you have selected for the previous 7 days
Use CTA Feature to Guide the Facebook User into Action
Facebook has become so much more than a social network, it’s a marketing destination site, a ‘hub’ for brand advocates to follow and engage with businesses they feel an affinity with. And with 890 million active users per day (263 million in the U.S. and Canada alone), brands need to use every feature available to them, particularly as organic reach is fading fast for most.
Your Facebook audience includes your current client or fan base who want to stay up to date with product news or highlights of the latest services offered. But it also includes visitors from your website and from other social media networks, who are checking you out for the first time. The CTA feature gives you the opportunity to show those new users a taste of your brand or your latest video marketing campaign, and you can use the function to show viewers an:
- Explainer video: Create a new video just for your Facebook Page to introduce your brand to new visitors
- Story video: Tell the unique story of your brand and what you are doing to change the world
- Campaign Video: Highlight your latest (or best) marketing or advertising campaign video
- Company Culture: Perhaps you are recruiting? In that case, show potential employees what’s great about working for your particular company
- Special offers: Have you creating videos around sales or other promotions? Why not guide the viewer to these, alternating and updating as you need to
Although Facebook gives you the stats, you could add URL tagging to the destination URL you use for your video. That enables you to track visitors who click-through to the video from the CTA button via Google Analytics. Oh, and you might want to re-consider your Facebook artwork to draw attention to the new CTA button, or at least make sure it doesn’t detract from it too much.
Are you using the CTA feature and is it working for you in terms of engagement? Let us know in the comments below.