Facebook has been on the brink of a video revolution ever since it started harnessing the power of digital video. The number of times a video viewed on Facebook, the more Facebook has garnered attention regarding using video for marketing and advertising purposes. As digital video consumption continues to grow, brands are increasingly turning to online video ads. Past studies show that adding video ads to display campaigns improves performance, so now advertisers want to know how video delivers value on its own. Online channels like News Feed changed how people consume content, giving them the power to decide what content (including ads) warrants their attention. If they don’t like what they see, they scroll past it. And, even if they do stop long enough to see a video ad, people respond differently to videos. Some people see the video but don’t stick around to watch it. Others watch part of the video and move on. So how do you quantify the total value of a video ad online, where reach and views are often different?
More and more, people are uploading, sharing and discovering videos on Facebook. Video views grew more than 50% from May through July of this year, and since June there has been an average of more than 1 billion video views on Facebook each day. For marketers, digital video, particularly on mobile, is becoming more important as well. Combining sight, sound and motion, video creates experiences that are, at their best, memorable, moving and inspiring the types of experiences that help brand marketers drive important metrics, including awareness, consideration and, ultimately, sales. People will also begin to see how many views a video on Facebook has received. Views will show on all public videos from people and Pages. We believe this will help people discover popular videos, and help businesses quickly gather information about how their videos are performing.
Facebook has become a severe platform to brand-building, and video is leading the way. When it comes to video ads for our clients, based on engagement rate, cost per view, view-to-completion and reach, right now Facebook is winning by a landslide.