A guide to Facebook video advertising

A guide to Facebook video advertising

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.

When Mark Zuckerberg, CEO and co-founder of Facebook, sets his mind on capturing new online markets he doesn’t do things by halves. When photo-sharing sites, like Pinterest, began threatening Facebook’s dominance, what did he do? He bought Instagram. When instant messaging began to tempt users away from Facebook’s trusty in-built message service, what did he do? He bought WhatsApp.

The final frontier, from a digital perspective, and the obvious elephant in the room, has always been how to wrestle some of the lion’s share of video users away from YouTube (who are owned by rivals, Google, lest we forget). What seemed like an impossible mountain to climb a mere 12 months ago, seems to have now become a very real possibility. Now, digital analysts predict that in another year’s time Facebook could overtake YouTube as the leading exponent of online video ads.
“Seemingly overnight, video uploading and viewing have exploded on Facebook, where users now watch 4 billion video streams a day, quadruple what they watched a year ago,” writes Erin Griffith in a recent article for Fortune. “It’s happening because the social network’s engineers, quietly and with little fanfare, have retooled Facebook’s interface to make video easier than ever to watch and share.

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.

Speak to KW Digital today, to find out more about all of Our Services, by calling 08707 667778 or email enquiries@kwsltd.co.uk.



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