What’s On

Why FB videos on mobile are important for marketers

Highlights
  • More than 50% of Aussies watch videos on the social media platform regularly
  • Brands posted 20,000 more videos on Facebook than they did on YouTube in December 2014
  • In December 2014, Facebook videos received more than 80% of all video interactions.

With mobile and tablet video views spiking over 500 per cent in the last two years, Facebook now gets 4 billion video views daily, with 65 per cent coming from mobile.

In a recent study Nielsen, it was highlighted that watching videos is a daily habit for Australians. More than 50 per cent watch videos on the social media platform regularly. The report also highlights that each person is posting 52 per cent more videos on the platform.

How are brands taking up this opportunity by the platform to advertise?

“It’s very easy on Facebook to virally spread an ad…So a lot of marketers are considering the power of Facebook to share video quickly and easily,” said Debra Aho Williamson, eMarketer in a report released by Facebook.

A Socialbakers study in January 2015, pointed out that Facebook native videos overtook YouTube for brands. Brands posted 20,000 more videos on Facebook than they did on YouTube in December 2014.

social bakers facebook youtube jan

Socialbakers data pointed out that in January 2014, Facebook was getting just over half of all video interactions. In December, Facebook videos received more than 80 per cent of all video interactions.

Optus reached six million Australians on Facebook as people watched Ricky Gervais NOT make an ad about Optus + Netflix. The content drove a 5pt lift in ad recall with a $0.04 cost per view.

“Facebook Video is the essential platform for video. The audience is vast, opinionated, highly engaged and always appreciative of entertaining branded content. It’s a platform designed to reward those prepared to take creative risks. The challenge of creating content worthy of the results Facebook can deliver is one every marketer should enjoy. We certainly have,” said Nigel Lopez-McBean, Associate Director, Social Media & Content Marketing, Optus.

Samsung Australia’s video of a father witnessing the birth of his son reached 5.6 million Australians and achieved a 16 per cent ad recall among 25-34 year olds.

Leigh Terry, CEO – Australia and New Zealand, Omnicom Media Group said in the report, “Facebook Video brings a whole new broadcast category to our industry. It isn’t TV and it isn’t pre-roll. There hasn’t been a mobile video product before with the precision of 1:1 engagement at scale and then the measurement to back it up. Our interest in this product is driven predominantly by consumer behaviour with the mass usage of the Facebook platform, multiple times a day and across multiple devices – predominantly mobile.”

Toyota Australia leveraged their Cricket Australia sponsorship through Facebook video. The campaign received 1.3 million video views, reached 1.9 million cricket fans with a $0.06 cost per view. 76 per cent reach of the campaign was delivered on mobile.

“There’s no doubt we are living in a mobile world, and Facebook is predominantly a mobile platform. For the first time we have an ad product that helps us share our clients’ stories using video in the palm of Australians’ hands,” said Nicole Turley, Head of Trade, Mediacom in the report.

The social platform is currently focussing a lot on videos – announcing new features for advertisers such as ‘secret’ videos and new Video Library. It is also currently testing a new measurement tool for marketers who buy Facebook video ads. Facebook has introduced cost-per-view bidding (CPV) that will allow the platform to charge brands for video ads, after they have been played on users’ News Feeds for 10 seconds.

A Nielsen report on Facebook video ads shows that from the moment a video ad was viewed on a News Feed (even before one second), lift happened across ad recall, brand awareness, and purchase consideration.

That data also shows that people who watched under three seconds of the video ad created up to 47 per cent of the total campaign value, and people who watched for fewer than 10 seconds created up to 74 per cent, depending on the metric.

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.
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