In addition to guest posting on the UpCity blog, Aris is featured as one of the Top Video Production Companies in Los Angeles. Check out their profile here.

As with any video production, if you plan on creating video for Facebook, it’s important to plan things out well before hand. Missteps in planning can cost you time and money, and even worse, can lead to an ineffective final product.

When it comes to creative effective video content for Facebook, be sure to follow these five tips!

1. Grab them in the first 3 seconds

Just ask Facebook. It’s a fact that if you don’t have a visual or narrative hook, you will lose your audience in the first 3 seconds. Create an eye grabbing opening visual, crazy close-up, or slow-motion shot that immediately arrests your viewer!

This video from Fab Fit Fun captures the viewers attention by jumping right into the action and utilizing attention-grabbing words.

My First Time – 60 Second Commercial from Aris on Vimeo.

2. Keep it moving

Hooking your viewer is only part of the battle. Once you have their attention, you have to keep it! Maintain the pace; your shots should be no longer than 2-3 seconds. Remember, 85% of people will watch your video without audio, so be creative with your editing and use subtitles to your advantage!

In this example from MTailor, you’ll notice that each shot is kept short, animations have been added in post-production that help get the point across without the need for audio, and there is never a dull or hesitant moment.

Custom Jeans – :15 from Aris on Vimeo.

3. Subtitle, Subtitle, Subtitle

Having quality audio is important, but having subtitles is, arguably, even more crucial to your videos success. Facebook’s own data claims that 85% of video on their platform is watched without sound. If your video doesn’t include subtitles or on-screen text, there’s a high chance that your audience will just keep scrolling. In fact, some Facebook studies show that videos with subtitles have a 2x higher view rate!

Not only does this example from iLasik utilize clever humor, the subtitles take up a considerable amount of screen real estate. When you don’t have a lot going on in each shot, this can add some much needed movement and visual stimulation.

iLasik – Does Lasik Hurt? from Aris on Vimeo.

4. Tell your story with visuals

Subtitles aren’t the only way to get your point across without sound. Your visual storytelling should help the viewer understand your message without having to hear a word. For product videos, this can be as simple as demonstrating the product in use. For other types of videos, you’ll have to get creative!

Sphynx Razor focused explicitly on how simple it is to use their product and demonstrate how women can shave on the go in under 15 seconds. The compact and visual-driven nature of this ad pulls viewers in, keeps their attention, and sells them on a product before they have a chance to look away.

5. Give it a call to action

As the saying goes, if you want something, you have to ask for it! When it comes to creating killer content, not just video, a call-to-action is absolutely essential.

Which action are you hoping to drive with this particular piece of content? Do you want more shares? Ask for shares! Do you want users to download your app? Ask them to download! It seems surprising to most, but the sheer act of including a CTA in your content can increase views and improve the performance of your post substantially!

This video for The Mom Project explicitly calls for viewers to share their experiences and share the video. Don’t be afraid to be direct!

The Mom Project – Campaign Video from Aris on Vimeo.

Remember, video is about creating an emotional connection and keeping your audience’s attention. These aren’t the only ways to create great videos, but following these 5 tips will help your next Facebook video campaign achieve the results you desire!

Dan Lougheed
Head of Operations at

Dan Lougheed is an omni-channel marketing executive and head of operations for production company Aris.  Lougheed works closely with clients and agency teams on their broadcast, social, and CTV video production. Past customers include companies like iDevices, MTailor, and Johnson and Johnson to name a few. 

Previously, Dan led business development and marketing initiatives with organizations like Profits4Purpose, EcoMedia CBS, and Apartments.com.