A best practice for optimizing your video content for Facebook engagement is to:

Including captions and text overlays is a best practice because many Facebook users watch videos with the sound off, especially when scrolling through their feed in public or quiet environments. Captions ensure your message is conveyed even without audio, significantly increasing accessibility and engagement. Placing your CTA right at the beginning can be too aggressive and may deter viewers before they understand the content. While landscape format is common, square or vertical formats often perform better on mobile-first platforms like Facebook. Making videos longer can decrease engagement; shorter, impactful videos often perform better as they cater to shorter attention spans.