You may not have noticed it yet but Facebook has been quietly tightening its grip on video advertising. In the space of just a year, the social media behemoth has now become the biggest threat to the undisputed king of video: YouTube. In this blog, KW Digital takes a closer look at Facebook’s video revolution.
In February 2014, only a quarter of all videos posted to Facebook were uploaded directly to the network, while the rest came from YouTube GOOG 0.21% or other video sites, according to analytics company Socialbakers. By a year later, the ratio had flipped: 70% of Facebook’s videos were uploaded directly
So what are the pros and cons of Facebook Video Ads?
The cons of Facebook video ads
At the moment, Facebook video ads are not considered particularly effective at encouraging audiences to click through to outside landing pages in comparison to other Facebook advertising services.
“We tested the use of video creative to drive traffic to a landing page,” Justin Kistner, Mixpo VP of Marketing told Social Fresh recently. “Our Facebook video ad had a high click-through rate, but it was from clicks to play the video, not clicks to our landing page. Adding a video splits the activity between two different possible actions, which is terrible if your actual goal is to drive traffic,” he added.
The pros of Facebook video ads
What Facebook video ads do seem to excel at, however, is helping marketers to sieve through new potential audiences to filter out the 24-carat followers who are most likely to respond to follow-up messaging.
“While video creative was not great at driving clicks to a landing page, we found that retargeting people who watched a video did improve the click-through and conversion rates. In other words, audiences that were warmed with video creative were more likely to take action on follow up campaigns,” said Kistner.
Further benefits of Facebook video ads
According to Facebook’s official marketing blurb, Facebook video ads can help your business to:
- Be at the centre of daily discovery on news feeds.
- Target real people based on their interests, behaviours, age, gender and location.
- Reach people across devices because video adverts work across desktop and mobile.