YouTube gets a lot of buzz in the online video world since it’s focused on just videos.As a result, it’s easy to overlook Facebook as a video platform. Nevertheless, Facebook is rolling out new updates to help marketers with video and is working to help brands measure and test the success of video.
Facebook is a great place for your branded content because it is a place that people visit throughout the day. While YouTube is a great social network, it isn’t often the first place people start with their online socializing. Facebook also has a wide demographic. For example, Boomers are on Facebook because their kids are there, too.
Some may say that Facebook is a little late to the video analytics party, since YouTube has offered information like this for years, but Facebook has user data that YouTube doesn’t have simply because of the way the two platforms are different. According to Facebook, more people are watching video there than they were 6 months ago, indicating an upward trend in video for this top social network.
Recently, Facebook announced that they were improving the way they rank videos that are directly uploaded. The update now factors how long someone has watched a video, which will be added to the things they already track. Other components already being tracked include comments, likes, and shares. This information will be used to personalize people’s news feeds, based on the viewer’s preferences.
So, if you like to watch videos, you will find more videos near the top of your feed versus people who don’t watch a lot of videos. I think this will help video creators be more targeted with their content strategy on Facebook. If your target audience likes videos, it will be more likely that they will watch your video because it will be more relevant.
What does this mean for brands? The companies who invest in good content will get even more views as opposed to the brands that just create content because it is a box that needs to be checked on their marketing list. It will also provide more metrics to prove ROI.
Facebook started testing premium video ads in December 2013 which allowed videos to play for 15 seconds without sound. The ad stops as soon as the person scrolls past the ad. If the ad was clicked on, it would play full screen and the sound will start.
There has been an even greater rollout since then. Facebook has been working with a third-party company to review and assess how creative and engaging each ad is before it is placed on Facebook in order to make sure ads will preform and help advertisers maximize their investment. I like this because, currently, there is a huge problem with poor corporate video content. Videos with poor content won’t be allowed onto the platform. Unfortunately, if the tide of bad content doesn’t stop, it may ruin it for the brands that really care.
Facebook has also launched new video metrics highlighting video views, unique video views, the average duration of the video view and audience retention. Retention is important because if the majority of people fail to make it past the 50% mark, it will let you know that something needs to change to get them to keep watching the rest of your video. If your video has a spike in retention at the 50% mark, it means people watched that part again.
You can also learn how different audiences respond to your video because of Facebook’s ability to provide demographics. YouTube can also do this but you have to be signed in to do so. With Facebook, all of their users have an account and have no choice but to be signed in so they are able to provide better data.
This information is really made for videos uploaded directly to Facebook. These updates are great for paid ads and organic searches . All these changes assist in the effort to help you make better videos and get better results out of those videos.
Will you consider Facebook as part of your online video strategy?