As we’ve covered in our Marketing Blog throughout 2015, Facebook has been making some impressive inroads into the world of online video. The Facebook Video Platform continues to get new features, the latest being 360 degree video support. Check out our Facebook coverage here.
The big news recently from Facebook is that the platform is now getting 8 Billion Views A Day. That is a very big number, eclipsing YouTube’s 1 Billion A Day number. It’s also not the whole picture.
View Count Reality
One of the major sticking points in the battle of the video platforms is how Facebook is measures it’s own success. Facebook counts any video view over 3 seconds as a view – regardless of how long the actual video is and whether it was actually watched in entirety.
Facebook states that 3 seconds is enough to determine ‘intent to watch’. However with the default video setting on the platform being set to auto play, you can imagine how many ‘false plays’ are being potentially counted.
YouTube’s secretive formula of what counts as a view is at least adaptive to the length of a video – in general giving a more realistic view count.
Metrics Focus Shift
While view numbers are great for a quick reference guide to popularity, they have never been the whole story. How long a video is watched for and by whom is often more important.
YouTube’s measurement focus in its released statistics has shifted more and more in recent years to How Much a Video is Watched in singular videos and in general.
If you can tell at what point in video people loose interest then you can improve future content to hold people attention better.
More critically when you are using video to marketing and promote yourself, business or organisation – knowing who is watching your video is often far more important than view counts.
Workshop Media often says to clients that it’s not about getting 1000’s of views it’s about getting the right views by the right people, especially when you’re using videos to market and promote yourself.
Video Creators have an excellent breakdown of the different measurements of video view counts and their actual meaning – worth a quick watch:
Platform Specific Content
Facebook is all about sharing content – simple posts, images, link and of course video. But it is a constantly updating feed of content. This means that attention spans are very low, there is always something new to see with notifications appear all the time alerting us to new things to see.
This means that for a video to stand a good chance of being a truly popular on Facebook, generating meaningful views it needs to be short form content. In a recent article by the BBC, Facebook’s Mark Zuckerberg confirmed that shorter video content fitted Facebook better and people are unlikely to watch entire TV episodes on the platform for example.
Facebook is a platform that people go to connect with others and share a bit of everything. YouTube is about video. All types of video, short and long form. But its a platform that people go to specifically to watch video.
Choosing the right video platform for your content can be as important a decision as what goes into your videos themselves.
Make the Most of Your Video
Video is the king of content online, but knowing where to start when using it to promote and market can be a minefield. Each platform like Facebook and YouTube have their advantages and disadvantages.
Talk to the Workshop Media Team about finding not only the right video platform but creating the right video content for you. Get in touch today.