If you haven’t already considered video content as a big part of your 2015-marketing plan, now is the time to do it. Video plays a key role in telling a story, pulling at your emotions and connecting to an audience on a much larger scale than traditional media. Even the big players are competing against each other for video content supremacy.
Just recently, Facebook bypassed YouTube on direct video uploads. Brands posted 20,000 more videos on Facebook than they did on YouTube in December 2014. Within the last few months, Facebook has made it very clear that video holds prime real estate. “Video is a very big priority,” stated Facebook CEO Mark Zuckerberg back in October.
It’s clear they mean business; we have seen recent changes that support video being a priority. In the last couple months, we have witnessed major upgrades to what video can provide to us on Facebook. The Video Insights feature was upgraded, now allowing users to dig deeper. You can pull stats like who is watching the videos, for how long, and how they are engaging with the video content. Facebook also introduced the custom call-to-action frames at the end of video uploads. Video ad reporting saw an upgrade with fantastic insights into the campaigns success. My personal favorite is that Facebook gives you the ability to create custom audiences from the people who watched your video, creating huge potential to retarget a very qualified audience in future marketing.
These additions were all within the last few months. They just got started, and it’s clear that Facebook has big plans for 2015. This month Facebook started rolling out YouTube-like playlists. The layout is clean and the navigation very similar to YouTube. Branded pages will soon have the option to highlight a featured video at the top of the page. Of course this only plays true to videos that have been uploaded directly to Facebook. YouTube videos and Vimeo embedded videos don’t qualify. Facebook is also testing the ability to run post-roll ads. The Wall Street Journal recently reported that the social network signed up the National Football League to test out this sponsorship.
Consumer engagement for video content has never been higher. 76 percent of U.S. Facebook users said they discover the videos they watch on the social network. 65 percent of video views globally are occurring on mobile devices. The battle for video content by the social platforms has only started. Right now Facebook is leading the pack and I have a feeling they’re never looking back.