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#DigitalDiary: Let’s talk Facebook videos

When was the last time you ‘discovered’ a video on YouTube? Can you recall it? How about the last time you watched one on Facebook? Chances are that you have the answer to the latter question rather than the first one, because since Facebook introduced Premium Video Ads in March 2014, the format has ‘exploded’ all over the News Feeds.

With the change in Facebook’s News Feeds constantly, videos and more interactive content get higher viewership. The network is now more than just about social connections as it has become a content discovery platform as well.

Stats after stats released on the social network in the past one year, see the format growing further and further. It has over four billion daily video views globally.

Breaking the data up regionally, almost one in two Kiwis on Facebook watch videos on the platform every week. Over half of Australians on Facebook watch video on the platform every day and the number of video posts per person has increased by 52 per cent. Australians spend 1.16 hours each month streaming video on Facebook. There was a 50 per cent growth in video views from May-July last year in Hong Kong. More than 50 per cent of people on Facebook in the UK, Brazil, South Korea, Singapore, Israel and the UAE watch a video every day. In Asia-Pacific, people are spending more time creating and consuming videos, including ads. In fact, in just one year, the number of video posts created per person on Facebook increased 75 per cent globally, 52 per cent in Australia, 36 per cent in South Korea and 138 per cent in the United Arab Emirates.

What do these stats mean for brands? The importance of visual storytelling on the platform for brands. Facebook launched the Creative Accelerator program earlier this year to helps brands take advantage of the platform’s reach. It has since then worked with various brands across the region to deliver successful visual campaigns across different types of handsets, despite the challenges of poor connectivity.

Highlighting the importance of visual storytelling, Nikila Srinivasan, Product Manager at Facebook, wrote in a post, “As storytelling on Facebook has become more visual for both people and brands, we’re continuing to invest in our products, so photos and videos load quickly, play smoothly and require little bandwidth.”

To stay on top of the game, brands should leverage the opportunity the platform presents by connecting through meaningful messages on video.

Social media marketing is also the buzzword in our office as we prepare for our upcoming Socialathon event that is being held in India next month. Book the date in your calendars as we have lined up truly inspiring sessions and a keynote on ‘A Social World: Making the Connection Count’. Looking forward to seeing you there!

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.