Does watching a policy video of Bernie Sanders seem like something that would interest you? For most people it seems like the answer would be a hard no. However, Facebook seems to be a social media platform that works very well in improving Bernie’s brand. He has over a million views on a few his videos and got me to thinking how? After all even if you agree with all of his views Sanders is still a 76 year old man talking politics on a constantly changing social media platform.
I got into looking up why and how some posts do well on Facebook and found out something that I probably already knew: “video is king”. An article on Entrepreneur.com (posted at the bottom of the page) states that “Video is King”. “Globally, IP video traffic will be 82 percent of all consumer internet traffic by 2020, up from 70 percent in 2015.” So, if you are not posting videos to Facebook to extend your brand you are missing out on a already increasing amount of potential viewers that could turn into customers or in Bernie’s case voters. If you watch Bernie Sanders Facebook videos you will notice how simple they are. There are no special effects, no special equipment used (usually just a simple video camera sometimes even a iPhone). This is effective for Bernie because he has a simple message and doesn’t need to pump it through his audience with a bunch of special effects and differently formatted videos. Lastly two other trends that lead to more viewers on social media are using square videos and having captions available. For whatever reason square video views “outperform rectangles by a two to one margin normally.” I’m not quite sure why this is the case but nevertheless it is the case. Captions are used on Facebook videos because most videos are watched with no sound so the viewer does not disrupt the people in his/her surroundings.
For the most part I think all of these tricks to getting more views on your Facebook video are more effective when you are trying to improve your own personal brand. This is why it is effective for Bernie Sanders, but it’s also just because he understands his audience and potential viewers. Is Bernie Sanders the most interesting man on Facebook? Definitely not, but he does no how to gain an audience. If Bernie Sanders decides to run for president in 2020 Facebook videos will be a very beneficial source for him in order to aquire voters and top Trump.