The content studio team at Movement Strategy has been having a lot of fun with videos recently. And while we all know that videos are a great medium to tell a story, there are three other major benefits to using them on Facebook. Let us explain.
Native Video Dominates Organic Reach
In Q4 of 2013, Facebook announced that it was making some improvements to the news feed algorithms in order to create a better experience for users. As a result, most brands experienced a significant decrease in organic reach. As these algorithm changes played out it became apparent that native video content was being favored by Facebook resulting in higher organic reach as compared to other content types (images and links). As we head into 2016, native video still maintains a higher organic reach relative to other content types. A review of organic reach from three of our clients’ demonstrates this point (chart below).
Important to note that while native videos get more organic reach than other content types, photos are getting more engagement per post, and links are driving more website clicks. Because of this, it is critical to understand what the goals of your content are when putting together a content calendar.
Only Pay For 10+ Second Views
Facebook defines a video view as someone watching a clip of any length for 3 or more seconds. While most of us agree that 3 seconds isn’t enough to determine genuine interest, 10 seconds is a much stronger indicator and is now a targeting option on Facebook through what they are calling “Pay Per View.”
With Facebook’s Pay Per View, an advertiser is only charged once someone watches a video for at least 10 seconds. Since these people are watching for a longer period of time, signifying that they are interested in the content, it is easier to justify spending against these views as opposed to optimizing around standard 3 second video views which are bought on a CPM basis.
Pay per view is a big improvement and something that we are already using with many of our clients, however our favorite thing about Facebook’s native video from a paid media perspective is the ability for audience building.
Build Audiences of Engaged Viewers
Native video is the only content type on Facebook that allows you to build audiences of people who engaged with the post, in this case watched the video. By default, Facebook will build two separate audiences:
- Those who viewed your video (3 or more seconds)
- Those who viewed 95% of your video’s length
When combined with reach and frequency bidding, advertisers can create large, scalable audiences of users who are highly qualified – especially if you have a lot of people who completed 95% of a certain video. Advertisers can then use this audience to build a lookalike audience of similar users.
As these people have shown a strong interest by watching the entire video, it makes sense to retarget them in the future with other relevant content that drives action, or moves them through different stages of the sales funnel.
Putting It All Together
When you look at this interplay between social media content, platform changes and advances in ad-tech, it is evident that you need a very high level of collaboration between those dictating content strategy, the team that is actually creating the content and the media buyers. We often see large companies segmenting out these roles and this often leads to a limited utilization of these more powerful features that rely on a collaboration between these convergent disciplines. We always advise our clients to have the team buying the media as close to possible to the ones who are actually posting the content and dictating the strategy.
We are excited to see the continued changes to the Facebook platform as they add the next billion users. In the meantime, we’ll be making videos and animations!