Facebook has recently released its autoplay feature for videos by which they automatically begin playing in the user’s newsfeed, which is becoming more video heavy.
The tricky thing for marketers is that Facebook counts a view when a video has been autoplaying for just 3 seconds. Youtube, however, counts a view after the video has been playing for as much as 30 seconds. This difference might be based on the different nature of both platforms. While Facebook’s users scroll down their news feed quickly looking at a variety of content, people go to YouTube to specifically watch videos.
But, what does it means for marketers? Firstly, they should be careful about what to include in the first seconds of the video ad. Secondly, while 3 seconds of a video can still have an impact on its audience, marketers should not try to simplify reporting by making comparisons between Facebook and YouTube video views.
1 comment:
Interesting read, YouTube & Facebook are definitely the two sites that come to mind when considering video digital advertising. The article you posted really shows how important it is to customize your digital marketing materials to ensure you get the biggest bang per "view".
The following post also compares YouTube vs. Facebook as advertising mediums and suggests how each user can leverage their unique qualities to maximize engagement:
Audience: Users generating "views" will likely be more engaged & have audio enabled for YouTube
Targeting: FB requires logins and can target specific audiences better
Autoplay vs. Skippable: Which adds more value for your brand, viewing an entire ad or getting those 3 seconds of display time?
There are a lot of things to consider when optimizing your digital marketing mix!
http://adage.com/article/digital/facebook-youtube-video-ad-buy/297010/
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