Continuing its algorithm tweaks to try to keep users on the site longer, Facebook announced last year that it would begin favoring videos that are slightly longer and "tell a compelling story."
As a result, some wood flooring retailers, such as Rowdy Lapham of Old to Gold Hardwood Floors in Grand Rapids, Mich., are getting creative with videos. Old to Gold, which has about 1,000 followers, has been posting roughly two videos every month on its Facebook page, most of them a few minutes long and generating 200–400 views.
The company's most-viewed video so far is a first-person perspective of applying satin finish to a floor, filmed with the camera attached to the handle of the applicator. It's been watched more than 7,600 times. Other Old to Gold videos range from quick tours of the company's showroom to fast-motion videos of the crew buffing on stain. The company also posts a minimum of two images of projects per week on the page.
"Social media platforms are all about the visuals," Lapham says. "People pause when they see something unusual or different, so [we] utilize both video and photo for the maximum 'wow' factor."
Lapham says he doesn't expect immediate revenue—rather, he hopes to use the videos to raise awareness about the brand.
"Luckily for us in the hardwood flooring trade, our posts are simple and easy because it's just highlighting our craftsmanship," Lapham says. "So the whole process should be very natural."
