By: Filip Pietraszkiewicz

February 14, 2018

How to create Facebook Video Strategy – Video Marketing Review

Video Marketing - Strategy

Today, we have a very important subject, since we are going to talk about Facebook Video Strategy. In the last episode, I gave you 12 tips how to optimize Facebook Videos, but I also promised to give you something even more important in the next episode.

Because the only thing worse from a badly optimised Facebook video is greatly optimised facebook video, which nobody wants to watch.

The cure for that – is a strategy.

Watch this episode:

Or listen to it:

There is also a little bonus waiting for you at the end of the blog post but I will remind you about it later.

This article is a mix of theory and practice. I wanted it to be very actionable, but with enough context so that you understand the big game of creating video marketing strategy.

I’m a big fan of silicon valley spirit of prototyping, which is testing things in the field, failing quick and learning quicker. But I believe that doing your homework before you start can dramatically improve your experience, and protect you from many unnecessary mistakes.

It means you have to find a balance between preparation and action itself. So don’t rush into spending money for production without understanding what you do, but also don’t kill the spirit and enthusiasm in your team by being to pragmatic. Balance.

Building a marketing strategy is not rocket science, but it takes time. And I strongly recommend you to take it 😉

Ok, let’s get into it!

Step #1 Understand your audience

Understanding your audience and going deeper into your clients’ needs is the most important part of every business, and therefore every marketing strategy as well.

But how can you do that without spending thousands of dollars on research, or delaying the production by half a year? Here’s my technique. A mix of different tools me and my team use when we want to quickly build a persona – understand who we talk to.

Imagine – you want to tell a story about your perfect client. Not a fairytale but to tell somebody about your image of him. In order to tell a good story you need three things:

  1. hero
  2. conflict
  3. something personal to stand out.

The hero is simple, you just have to describe him: age, gender, country, company, status, habit, typical behavior.

The second thing is the conflict: what does that person struggle with? What is the problem, challenge, what makes his life hard?

And the last thing you need is something personal, something unique. We do that by answering one of the simple questions: what would be a perfect birthday gift for that person?

Think about it. Finding a perfect gift, even for a person you know well, is not an easy thing. You really need to go a little deeper. But don’t go with things like iPhone, right? Because so many people might want to have an iPhone for so many different reasons so it really doesn’t make them unique.

Think about something special, something very personal.

If you answer these three questions, you will have a pretty decent image of your persona. And you will be able to take the next step.

Step#2 – Think about the story and the context

The next step is to think about your product in a broader sense. What does it mean? It means to find a story which your product or service is a part of.

Think about Nike. Nike doesn’t talk about the shoes, they speak about achieving your goals, becoming a better person, beating yourself every day. A shoe or a clothing is just a part of it.

Or think about Pampers. They don’t talk only about diapers, they talk about parenting, about childhood and about caring for others. Diapers and other product is just a part of the story.

Or take mine example. I run the animation studio, we make mostly explainer videos, animated commercial, gifs and so on. But I don’t do Explainer Video Review or Animation Review because nobody cares about the animation itself. People care about sending their message out there, and that is video marketing. The animation is just a part of it, a way to express the message.

Without context your product is just like any other product, it’s boring.

Step#3  – Focus on value

Now, when you understand your audience and the context of your product, you can focus on the value. Value is a very broad concept but it’s the only thing that will make your audience want to come back for more. To use your product or service or to recommend it to a friend.

Value can be different things: entertainment, news, pro tip, interesting fact, opportunity or behind the scene step into your life.

Go back to step one, question number two: what my audience struggles with? If you do the extra step it could be very clear for you what might be valuable for your audience.

Now you just have to dedicate to adding value, making a life of the audience better and considering every decision in terms of whether it provides value or not.

You can add value also by showing that you care, that you are willing to go the extra mile.

That is why we create full blog posts with a transcript of the video. We know that it’s nice to watch the video, but if you want to quickly find information it’s just easier to scan written words. It’s also why we prepare audio podcast. For some of you, it might be just more convenient to listen to it.

But we went even further and made a summary of this episode in one pager infographic with a step by step instruction what to do next. It’s easily accessible, easy to show somewhere or easy to pass it to your coworkers.

It’s available at the end of this blog post, for free, no credit card nor even email required.

Step#4 – Set the goal

Every business pursuit should have a goal. Without a goal, you won’t know if you are doing something good or not.

I recommend dedicating to a long-term goal, which is giving value but with a short-term feedback loop.

When you plan your goal for a video marketing, especially if you weren’t doing much of it before, you should pay extra attention to shooting for things within your control. What does it mean? A number of likes, new followers or sales is not within your direct control. Of course, you can do something about it but it doesn’t depend entirely on you. On the other hand number of videos or it’s quality is totally up to you.

Setting the right goal, means you will focus on a right thing. I’ve seen too many teams which goal was to get a particular number of followers or the engagement, so their attention went quickly from content to growth hacking. Instead of making a great video they were researching for the perfect time to post it. Instead of writing a compelling article, they were just writing the headline.

Don’t get me wrong, growth and reach are important, but not at the cost of dropping the value.

The extreme example of what I said is when companies want to create viral videos. I heard it million times – they come to us and say: “we would like to have two explainers, one viral video and well maybe two epic videos, please”.

I believe no business viral video ever have been created like that. Viral videos happen like best selling products, they are a consequence of greatly understand needs and a perfect execution.

I recommend writing that sentence when setting your goal:

We will provide our clients with extraordinary _______ by producing and publishing _______ videos until ______.

I think if you just started out, you should decide for something between 5-10 videos within a quarter of the year.

Making just one video is not enough to see if it works, especially when you do it in-house, it will take some time before you master it on an acceptable level. And planning it for 3 months will make you focused and determined.

Depending on your financial rules, you might also want to secure some budget for accomplishing this goal.

Step#5 – Brainstorm topics

Now when you know how many and what kind of videos you want to make, it’s time to go wild with your creativity.

First, create 5-10 perspectives from which you might want to make videos such like: expert, humor, branding, for clients, for employees, for the community, CSR etc. Don’t forget about click baits, since reach is important but keep in mind that “Value is a king”.

Especially at the beginning, you need to create a portfolio of videos.

Now make a brainstorm and write 20-30 titles of videos for each perspective. Follow the rules of brainstorm and don’t judge any idea right now, just write down as many as possible, starting with the very obvious and finishing with some crazy ones. Forget budget and legal rights at this point.

When you have about 100-150 ideas for videos, create a short list, twice as long as the number of videos you plan to produce. This way it will be easier to pick  5 to 10 videos you could make first.

Step 6. Execute

The last step of every great strategy is of course – execution. Decide which format will be the best for your message, and start producing the video.

Don’t wait until you perfectly prepared everything, just do it. You will learn more from uploading a single, even average, video than from writing a perfect script which will never make it to the shooting.

As long as the content is really good, and video quality is acceptable, you are good to go with your first video.  It’s what I said at the beginning – you must find a balance between the action and preparation.


Ok, that was six steps to create your facebook video strategy. If you follow these steps you will improve your overall marketing game. Remember to download the one-page infographic by clicking here.

Facebook Videos Strategy Infographics

If you feel wiser now than you were before, please tag a friend in the comment who also could benefit from watching this video.  

In the next episode when I will give you 3 tips in just 90 seconds to up your video game.