How To Use Video on Facebook to Increase Store Engagement


The results are in. Video is dominating Facebook.

In fact, people around the world are posting 75% more videos to Facebook than they did a year ago (94% more in the US). Even more astonishing, the number of videos showing up in people’s news feeds has increased by 360% compared to last year.

According to Ad Age, Facebook is quietly turning itself into a “video-first property”.

Facebook’s CEO, Mark Zuckerberg even said, “Video is a very big priority,” during the company’s 3Q earnings call in October.  Data from Social Bakers is showing that more people are now uploading videos to Facebook than YouTube.

Facebook video 1

So what does this mean for Facebook sellers? How can Facebook store owners capitalize on this “wave of video” taking over everyone’s newsfeed?

Last year, we took a look at some of the changes in Facebook’s news feed algorithm. There are more than 1,000 factors that go into determining what content gets pushed to the top of a person’s news feed. Nobody (except Facebook) knows exactly what these factors are, but it’s becoming more apparent that video is taking a priority over other forms of content, like photos or text-only posts.

Facebook has also rolled out a Facebook video metrics feature, allowing you to see information like video views, unique video views, the average duration of the video view and audience retention. These new metrics are designed to help you learn what’s resonating with people and determine how to more effectively create and promote your videos on Facebook.

If you haven’t been using video to drive traffic to your Facebook shop, it’s time to start experimenting with video content. You don’t need a professional videographer to get started. Here are some quick and easy ideas to get the ball rolling:

1. Create a slideshow of photos

Use a free online tool like PhotoSnack to create a slideshow of happy customers, new products, or your “Year in Review” – slideshows are easy to make and you can use photos that you’ve already posted.

2. Make a Lookback video using Facebook’s built in video-creator

A Lookback is an video that compiles your highlights since joining Facebook. Videos will be different depending on how long you’ve been on Facebook and how much you’ve shared. Follow this link to create your own Lookback video:

3. Upload a video using your phone

Most smartphones now give you the ability to film and upload high-quality videos directly to Facebook. You can quickly create a video showing off a new product or explaining a sale, and then upload it in minutes. This approach is both personal and relatable, and it can be a great way to help build your Facebook page community.

There are a lot of ways to get started with video, but the most important thing is that you start. A well-crafted video can reach hundreds (if not thousands) of Facebook users. Start experimenting with video and let us know what results you see in the comments below!




Zach Beattie

Zach Beattie

Hi, I'm Zach! Welcome to the ShopTab blog, the best place to get the latest and greatest tips and tricks for Facebook selling and marketing your Facebook shop. Feel free to email me at zach (at) (yep, that's a real email) if you want to connect. I'd love to hear from you.