Pro Tips For Your Facebook Cover Video

Just a few months ago, Facebook rolled out a cover video feature for business Pages. Designed to play in an automatic loop, cover videos have helped businesses attract and maintain visitors for over 65 million Facebook pages.

Facebook cover videos should adhere to the following specifications:

• Videos must be in MP4 format.
• The recommended video duration is between 20 to 90 seconds.
• The recommended minimum resolution is 820x462px, but aim for 1280x720px.
• The video should be comprehensible without sound.

Many companies jumped on the opportunity to create a video immediately and missed the true objective of the feature. The purpose of a cover video isn’t to cram in an entire business overview in less than a minute, but to act as a creative accessory that highlights a certain aspect of the company.

Can’t think of ideas for a compelling and creative cover video that meets the qualifications described above? Try one of these three creative ways to turn a Facebook cover into a viral, entertaining, and/or informative video that will make visitors say, “That was awesome!”

#1. Highlight Brand Personality

As with all marketing initiatives, it is extremely important to follow brand messaging. Use the Facebook cover video to highlight the brand’s personality by providing an inside look into the organization.

Consider using humor or animations to capture the visitor's attention, and subtly guide them with key messages and themes of the brand throughout the video. Many companies have used cover videos as an opportunity to showcase brand quality and the process that takes place to produce their products.

Chipotle, for example, repurposed an old video that gave visitors a behind-the-scenes look at the process of making their famous guacamole. The video hinted at their desired image of providing fresh and simple ingredients by including text that read “Process Not Processed.” The visuals used in this cover video were detailed enough that sound was not necessary, but instead just an enjoyable option.

#2. Promote Something New

A Facebook cover video is the perfect free advertising space to promote a new service, product, or event, and to generate online buzz.

You may want to consider a product action demo or explanation video, as long as it can be done with visuals and minimal text to avoid confusion.

Let's take a look at the GoPro video below. This small, portable, durable video camera has become a popular accessory for thrill seekers, travelers, and people looking to record their memories from a more unique perspective.

The brand’s cover video uses footage from the GoPro to highlight the product’s usage, durability, and capabilities, while entertaining the viewer with a cute French Bulldog. GoPro changes their cover video frequently, each time with a different video recorded through the product’s lense.

GoPro Spain took a different approach to their cover video. They used the feature as an opportunity to demonstrate their new drone product in action, while also highlighting other products. This video switches from people using the product, to the lense perspective.

The video feature can also be used to highlight upcoming events. For example, Game of Thrones used their cover video to promote upcoming episodes, seasons, and finales.

 #3 The Cinemagraph

 As mentioned earlier, a Facebook cover video plays in a continuous loop. Some brands have taken advantage of this and use cinemagraphs to creatively portray a never-ending scene. Similar to a GIF, a cinemagraph is a still photograph in which only one part of an image moves to form a video clip.

Cinemagraphs attract visual interest, keep the page looking classy, and do not require sound. The subtle movements keep the video from becoming too loud or distracting from the real purpose of the page.

Check out Coca-Cola’s cinemagraph below.

Let’s be honest, cinemagraphs are cool.  

Chanel has a fun one, too:

Or Walt Disney World:

Regardless of how you choose to compose your video, remember — simplicity is attractive, focused, and unique. Don’t be afraid to take a leap from your creative comfort zone. Consider these three ideas to get started, and you will be on your way to earning more page engagement and followers.