Facebook video marketing for businesses
Facebook video marketing is an effective way to reach a wide audience, especially users over 30. Short-form videos (Reels) on Facebook can reach the more than 72% of Finns who use the platform every week. Storytelling makes short-form videos engaging, and they influence purchase decisions and build brand awareness. A successful strategy uses other social channels alongside Facebook, because the same content reaches many times more people when it is shared across other platforms too.
A multichannel short-form video strategy
Short-form videos should be published on multiple channels for maximum reach. Every social platform has its own strengths and audiences, so combining channels delivers the best results.
- TikTok videos: Reach a younger audience and gain plenty of visibility.
- Instagram Reels: Visual storytelling for millions of people in Finland.
- YouTube Shorts: Short YouTube videos extend your visibility on YouTube and in Google search.
- LinkedIn videos: Professional video content for B2B audiences and business decision-makers. LinkedIn has also said openly that it is moving the platform strongly towards video.
These channels support each other. Sharing the same short-form video on TikTok, Instagram and Facebook, for example, generates far more views and engagement from a single piece of work. Being on multiple channels boosts your brand's credibility and visibility, because you reach different audiences where they spend their time.
Facebook's strengths in short-form video marketing
A large adult user base
Facebook is especially good at reaching users over 30. In Finland, more than 72% of the population uses Facebook every week, and the platform has plenty of users aged 35+. Women make up well over half of users, which is useful to know when planning your targeting.
Influences purchase decisions
Research shows that consumers are more likely to buy from a brand they follow on social media, such as Facebook. Users trust Facebook and make purchase decisions based on social media advertising. Trust built on social media also drives sales.
The power of community
Facebook groups and conversations create a genuine sense of community around your brand. Active content encourages people to comment and share, which boosts your videos' organic reach. Facebook users are happy to share interesting content, and the same video can rack up hundreds of thousands of views on organic reach alone.
Cost-effective advertising
Short-form video is one of the most effective ad formats on Facebook. The algorithm favours video, and it is an excellent way to grab attention, engage your audience and drive action. Short-form video advertising is about more than views: well-planned videos generate real leads and sales, often very cost-effectively.
Success story: Putaan Pulla
The potential of short-form video was clearest in a campaign for Putaan Pulla Oy. A story video by the bakery from Haukipudas achieved an incredible 1.1 million views on Facebook organically in a single month. Putaan Pulla's stories about different generations drew attention: the same video was published on TikTok (300,000 views) and Instagram (600,000 views) before Facebook.
Turnkey short-form video production
Höyrymedia offers a turnkey service for producing Facebook videos as part of your multichannel marketing. We know filming videos yourself is hard to fit into a busy schedule, so we handle everything from ideation to publishing.
Our team works closely with you to plan videos that perform seamlessly on Facebook and other platforms. You get our team's creativity and expertise, and best of all, the person on screen doesn't have to be an outside celebrity: your own in-house expert can be the star. If you'd rather not appear yourself, you can choose on-screen talent from our roster, or we can find someone just for you.
Book a free call and let's come up with a short-form video strategy that fits your business.
Short-form video packages
Frequently asked questions
Facebook Reels are a very effective way to reach social media users, especially those over 30. They have a lot in common with TikTok videos, and the algorithm particularly favours engaging short videos. Facebook Reels can be 3–180 seconds long, which is enough to tell a story in under a minute.
Yes, they do, especially if they're over 30. Facebook is very popular with Gen X (people aged 35–54), but the platform also reaches other groups, such as younger and older adults.
The recommended format for Reels is a vertical 9:16 aspect ratio at a resolution of 1080 x 1920 pixels. This format fills the whole screen on mobile devices and offers the best viewing experience.
Yes. Every industry benefits from short-form video on Facebook. The key is finding the content format and approach that speaks to your particular audience. In our experience, B2B companies and industrial businesses have also achieved concrete results with short-form video.
We recommend using both. Organic visibility on Facebook comes from publishing high-quality Reels regularly. Paid advertising, on the other hand, works well for growing sales, especially as you can add a link directly to the video. Remember that people need to watch an ad for more than a second for it to really pay off, and that's exactly what we're good at.
The maximum length of a Facebook Reel is 90 seconds, but the best results usually come from even shorter videos. A 15–30 second video is often enough. The key is to keep the content tight and gripping so viewers stay to the end.
Facebook offers good analytics tools: you can see views, watch time, shares, profile visits and changes in followers. As our client, you also get a monthly report in plain language, highlighting your best-performing content and recommending next steps.
2–4 high-quality Reels a week is often a good rhythm. It keeps the algorithm active and keeps you front of mind with your followers. Post too rarely and people tend to forget you.
Why we're the right partner
We're the short-form video agency getting the best commercial results in Finland, with several accounts that are #1 in their category.