Facebook killed the video star? - good news for advertisers
Facebook announced recently that they are exploring a new tactic to directly insert music videos into Facebook users’ News Feeds. Currently, music videos are typically hosted on video sites such as YouTube or Vimeo, and then shared to social networks where plays of those videos either redirect the user to the origin site or credit the site that houses the content. They’re also working on Augmented Reality video, 360 degree video, and more. So, why all this focus on video content on the news feed and what does this mean to advertisers?
Video streaming is growing significantly on mobile, and Facebook already has a leg up. Mobile devices account for 65% of Facebook’s video views, whereas only half of YouTube’s video views come from mobile.
Adding music videos directly into news feeds is another move that suggests Facebook is all about video content. Earlier this year, Facebook announced that its video uploads would be embeddable on other websites, and it’s already working on accommodating virtual and augmented reality videos. Earlier this week, the first of these AR videos was launched through the Star Wars brand.
Watch and interact with it here.
To create 360 videos, a special set of cameras is used to record all 360 degrees of a scene simultaneously. This means that when the video is playing on Facebook, you can choose what angle you want to see it from. On the web you can do this by dragging around the video with your cursor, and on mobile devices you do it by dragging with your finger — or even just by turning your device. You’ll be able to hold up your phone and the 360 video will follow you as you turn, looking around, to experience things as an augmented reality.
Think of the potential this will have for businesses. AR walk throughs of environments like showrooms, decorated interiors; you’ll literally be able to go window shopping online.
Since September of last year, Facebook have been testing an easier way to watch videos shared by friends. Without having to click or tap play, videos come to life in News Feed and start playing without sound. Through the course of this test, they observed an increase of more than 10% in people watching, liking, sharing and commenting on videos.
Now video content on Facebook behaves in a new, more compelling fashion:
- Rather than having to click or tap on the content, videos begin to play as they appear on screen — without sound. If you don’t want to watch the video, you can simply scroll past it.
- If the video is clicked or tapped and played in full screen, the sound for that video plays.
- At the end of the video, a carousel featuring two additional videos will appear, making it easy to discover more content from the same marketer.
- On mobile devices, all videos that begin playing as they appear on the screen have been downloaded in advance when the device was connected to WiFi — meaning this content will not consume data plans, even if you’re not connected to WiFi at the time of playback.
This new format isn’t intended for every video ad or Page post video on Facebook; it meets specific needs for certain marketers with certain objectives. It’s a new way for brands to tell stories on Facebook to ensure the best experience for people and marketers.
If you want to create compelling video stories to connect with your customers online, talk to our digital/ video Imagicians.