Facebook is far newer in the video marketing space, but it already dominates.
46 percent of the video ads marketers create are for Facebook, followed by 41 percent for YouTube. After that, Instagram follows with 28 percent, Twitter with 15 percent, and Snapchat with 9 percent.
Why is Facebook the clear leader?
People go to YouTube to watch content. Video ads are either before or during the content they wish to watch, therefore they will most likely notice the ad (skipping it if they can) but will eagerly wait for the content to resume playing. It is a linear experience, so brands cannot expect users to engage and act upon their ads.
“Facebook is a different story. Videos on Facebook are the actual content and are part of the users’ news feed. They are made specifically for the Facebook and Instagram platforms in terms of length, format size, and user experience behaviour. These videos tend to be quickly branded experiences on their own, and therefore are more performance- and engagement-oriented.”
Most marketers simply repurpose their TV commercials. Of those surveyed, 74 percent take their online ads from their professionally-produced TV spots, often running them at the same 15- or 30-second length. But online platforms recommend shorter spots. Facebook and YouTube recommend running 6-second ads. Only 44 percent of marketers shorten their ads to the recommended length.
Is not a news that people spend a lot of time on Facebook, just scrolling through their news feed and them without knowing they could be your perfect target audience, so don’t waste your time and get your videos out there on Facebook and try to gain the right audience.
New features are going be launched in the next coming months and Facebook continues to grow, as does its video initiatives. In its Q4 2017 earnings call, the company announced its ongoing dedication to video in the next three years and drew particular attention to Facebook Watch and the launch of Watch Party, a feature which allows for shared viewing. It also announced updates to its video recommendations in order to “encourage meaningful interactions.”
Digital video is booming.
Facebook Live and Video have already impacted how we consume and deliver content on the largest social media network. See the biggest Facebook video statistics in 2017 and Facebook trends driving massive user behaviour shifts here:
1. Facebook Videos Posts Have Increased By 94% Annually In U.S.
One of the most impressive Facebook video statistics demonstrates its popularity and mainstream traction. The number of videos published by U.S. users has exploded, increasing by 94% from January 2014 to January 2015. For international Facebook users, the increase in Facebook videos published is a still-impressive 75% annual growth rate
2. Total Potential Facebook Video Viewing Audience: 2.1 Billion Monthly Active Users
According to Facebook’s latest Q4 2017 Report, the social networking site’s total audience is now 2.1 billion MAUs (monthly active users), a 14% increase year-over-year. Although updated mobile user metrics aren’t yet available Facebook’s DAUs (daily active users) have also increased 14% year-over-year to 1.4 billion.
Nevertheless, Facebook has reported that its DAUs in the United States and Canada, its most lucrative market, have fallen. Across North American, daily users fell from 185 million to 184 million in Q4 2017.
- Daily Active Users (DAUs)—1.13 billion (a 17% increase from last year)
- Mobile DAUs—1.03 billion (a 22% increase from last year)
- Mobile MAUs—1.57 billion (a 20% increase from last year)
4. 85% Of Facebook Videos Are Viewed Without Sound, But…
According to Digiday, almost 9-in-10 Facebook videos are consumed without sound, a signal that brands should consider producing video content that can still be engaging, even in silence (Facebook). To that point, Facebook found that adding captions to videos increases the watch time by 12%, on average.
Nonetheless, Facebook is beginning to test video autoplay sound as announced earlier this week (Mashable) despite Facebook’s own publicized research that 80% of viewers react adversely to videos with automatic sound.
5. 100 Million Hours Of Facebook Videos Are Watched Every Day
Facebook recently began measuring video consumption in “hours” rather than “total videos viewed” to give interested parties a more accurate comparison between Facebook and its largest video rival, YouTube. Facebook video statistics put the amount of Facebook videos watched at 100M hours per day (Recode), while Business Insider reports that YouTube earns roughly 6 times that amount (650M hours).
Now is time for you to be part of this big numbers, and start creating videos with subtitles and motion graphics on video, where your (lazy) audience doesn’t even have to hear your message, but just simply read it.