4 Ways Facebook Is Making Video Marketing Easier
Figuring out what works, experimenting with content, and demonstrating real results from Facebook videos is getting easier for social marketers with each passing day.
Here are the latest developments from Facebook’s video platform, and what they mean for your brand.
Facebook is slowly rolling out floating videos for desktop to specific users this week. The floating videos can sit anywhere in your window while you continue browsing your News Feed. You can activate the feature by clicking on a new button at the bottom-right of video embeds.
Facebook’s floating videos are much like Skype’s popout video feature, which allows you to keep viewing Skype activity in a small box even while you navigate between other apps on your computer. Tumblr has a similar feature, as well.
What this means to you: Facebook is interested in driving as many video views as possible in an effort to prove that advertising dollars are worth spending on the network, and that brand resources should be pulled in this direction.
Floating Facebook videos allow you to keep user attention even while they navigate elsewhere within Facebook. This is invaluable (especially for those of us with brand awareness goals) because it keeps your brand top-of-mind for just a teensy bit longer, and can make viewers stick with a video they might have otherwise totally ignored if forced to focus solely on the clip.
I predict that future video metrics will be a great help to marketers, showing you which kind of content gets people to “float” (stay interested but not so interested that they’re willing to give you undivided attention), which kind of content gets people to “stay” (do nothing but watch your video embedded in their feeds), and which kind of content makes people ignore your videos completely. The future is bright for analytics-fueled social marketers here.
Facebook is giving Page administrators an overall view of video metrics with a new Video tab in Insights.
Previously, video analytics were only available on individual videos, which slowed down publishers who were hoping to analyze how well their videos were doing as whole.
Now, Page owners can compare aggregate views and views of at least 30 seconds, while also looking at comparisons for organic vs. paid, auto-played vs. clicked-to-play, and unique vs. repeat views.
The new feature also gives Page admins the ability to highlight video performance in specific time periods and benchmark how well they do over time compared to the average for the Page. The clicked-to-play benchmark shows how many times a video was viewed for 30 seconds or more, or if someone has watched at least 97% of it.
There’s also a Top Videos tab that ranks a Page’s top performing videos based on reach, views, and average completion over a specified time range
What this means to you: The new Facebook video insights opens a wide range of options to marketers. For starters, you can get a holistic view of how your videos perform over time and against one another, instead of viewing statistics on each video one-by-one. This is especially helpful for marketers who are putting together a series of videos and want to see if the series is taking off or figure out why one video performed better than another video in the series.
Because Facebook’s new video insights are so robust, your biggest challenge will be deciding which information you want to hone in on: how often are people choosing to view your video content instead of simply being bombarded by autoplay? What difference does it make when you put some ad spend behind your videos? How has your video performance improved over time?
All of these questions can be answered with the new and improved Facebook video insights — now it’s time to dive in!
Facebook used to charge advertisers the instant a video ad came into view on a user’s screen, but the network just announced a new pricing option for video ads, after marketers complained they were being charged for videos that users hadn’t watched.
Facebook will now give advertisers the option of paying for video ads only when they are viewed for at least 10 seconds.
What this means to you: Moving forward, you will be charged only for video content that users watch for ten seconds or more. This change shows that Facebook is listening to the demands of Madison Avenue, and is committed to growing its video advertising business and keeping advertisers happy on the network.
Facebook has added a small-scale “suggested videos” feature on the iPhone app. The company has partnered with Fox Sports, Funny or Die, Hearst, and more to deliver curated videos.
Facebook is splitting the revenue from in-line advertising 45%/55%, with the creator keeping the larger percentage — the same same split percentages as YouTube.
What this means to you: The move to native publishing on Facebook could make Facebook a serious YouTube competitor for social stars, if Facebook works on video monetization for creators with large fan bases.
If you’re building your brand and/or working with influencers, debuting videos on Facebook might be a tactic to consider — and measure — in 2015.
How Will You Implement Facebook’s Video Developments?
Let me know in the comments below, and download our holistic Facebook Industry Report to improve your techniques.
I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.