During the COVID-19 outbreak, “Show us your Shorts,” was the request from @MDEngageEarly, the official Facebook page for Maryland’s family engagement initiative. In less than a week, over 50 educators and partners responded with three-minute book readings and learning activity videos.
Launched in April 2020, the Facebook Live Wednesday Watch Parties or WWP “Shorts,” the Lunch, Learn, and Listen edition was a social media campaign that encouraged parents to take a break from telework to do a “short” at-home learning activity with their children. After analyzing sentiment data, social insights, and social media conversations to understand how the pandemic influenced behaviors, I discovered mentions of homeschooling and online learning had surged 21 times between February/March 2020.
In partnership with the Maryland Public Television At-Home Learning series, the call-to-action was simple: gather the little ones to LEARN a short activity then LISTEN to a short story together during lunch every Wednesday at 12:30 p.m. The results: a whopping 294 percent increase in engagement with 2,634 minutes of videos viewed from April 3 to June 17.
According to a recent study conducted by Socialinsider, “shorts” are more effective when it comes to marketing Facebook videos. As you can see from my example above, the three-minute learning activity videos for the WWP “Shorts,” the Lunch, Learn, and Listen edition were perfect for busy parents. For your next Facebook video marketing campaign, I highly recommend that you check out the following infographic created by Easelly: