Dan Levy, Facebook’s Director of Small Business, knows that you want more direct help and response from Facebook. The small business department has been reaching out to frustrated page owners, guiding them through advertising features such as Custom Audiences, and helping out small business owners attending events.
Levy spoke to a capacity crowd Wednesday at Intuit’s QuickBooks Connect in San Jose, Calif., a conference aimed at helping small business owners reach their goals. Levy talked about how intelligent targeting, the conversion pixel and a mobile approach can help busy small business owners find success through the site. But what if you actually want to talk with someone from Facebook about your business? That’s one of the things Facebook has been investing in, Levy recently told Inside Facebook in an interview.
Inside Facebook: Can we talk about the way that video is being utilized by small businesses on Facebook?
Dan Levy: We’ve seen small businesses using video on Facebook for a long time. There’s been a lot of organic activity already. What we’re really excited about and what we’re seeing use from is our new video views objective. If you’re a small business owner, you can click for views, which is great because it helps us get it to more people who are going to see your video. So we’ve got examples from all over the world — Grant’s Whisky from Scotland takes stuff that they were running on small TV budgets, running it on Facebook and they were really excited about the results.
In May, Facebook rolled out an update on releasing video metrics, wherein users will get information on total video views, unique video views, the average duration of the video view and audience retention. This indeed was a great update for marketers! Some brands still love listening to the term GRPs and it seems like Facebook is bridging the gap between TV and online video by introducing this measuring unit. But that’s not it.
Lately, I started noticing the number of views on some videos and it looks like the Facebook video view update is out!
Have you seen the video saturation in the News Feed recently?
Whenever Facebook rolls out new features, they give it extra weight in the News Feed. And more exposure leads to more engagement, more engagement leads to further exposure, which creates these breakout viral posts. Like this lawyer, who got 446,000 people talking about this.
The Golden State Warriors, a National Basketball Association team, posted a 15 second video with their coach Steve Kerr and star player Stephen Curry engaging in a free throw contest. More than 2 million people clicked on it.
Facebook has been doing all it can to give marketers more of a reward for posting videos to the site. According to a study published recently by Facebook Preferred Marketing Developer Socialbakers, the number of videos Facebook admins directly upload to the site could soon surpass videos linked from YouTube.
Socialbakers analyzed more than 180,000 Facebook video posts from 20,000 Facebook pages, taking into account content uploaded to Facebook, as well as links to clips from YouTube, Instagram, Vimeo and others. The results show that Facebook has been quickly gaining ground on YouTube as the dominant video format.
Evan James, Socialbakers’ Head of North American Marketing, discussed these results in a blog post:
Back in 2012, marketers were not even considering alternative options for sharing video content on Facebook. The standard process was to create a video, publish it to YouTube and share it via Facebook. However, the recent trend is clearly showing that content marketers are directly uploading video content to Facebook, meaning that Facebook is retaining the traffic at the expense of YouTube.
The ALS Association’s Ice Bucket Challenge continues to spread throughout Facebook.
The social network today released updated statistics about how popular the challenge has been: there have more than 17 million videos relating to the Ice Bucket Challenge shared to the site.
By now, if you’re on iOS, you’ve no doubt fawned over Instagram’s new stand alone time lapse video app, Hyperlapse.
The app uses stabilization technology to allow the user to create videos that look cinematic versus a typical jittery movie most can make with a phone.
The increasing focus on video is hard to ignore — especially with the release of Hyperlapse and Amazon’s acquisition of Twitch happening on the heels of one another — but what does it mean for the future of marketing?
Inside Facebook caught up with James Borow, CEO of Facebook Strategic Preferred Marketing Developer SHIFT to get his take on the video trend.
Even as the cost of Facebook advertising rises, is the social network’s offering the most efficient for marketers? According to a new study by Neustar, Facebook advertising in Q2 beat out other avenues (network, portal and exchange) in terms of reach efficiency and average cost.
Neustar’s study shows that Facebook’s cost efficiency in Q2 indexed 70 percent cheaper than the industry average. It was also the only channel that out-performed the indexed average for reach efficiency, beating ad portals by 286 percent.
Two of the major reasons for Facebook advertising’s popularity? Mobile and video. Rob Gatto, Neustar’s Senior Vice President of Media and Advertising, feels that we’ve only started to see video’s potential:
One interesting thing I see in video is that most advertisers are content to buy it simply with age and gender as an overlay. After all, that’s typical of how you buy television.
But in the digital world, you can buy video with a far deeper level of audience, attribution and behavior. Advertisers aren’t yet taking advantage of that.
There are all sorts of opportunities for sequential messaging with video: creative that moves a customer along at different touchpoints, aligned to the buyer journey. We already do a lot of these things in the display world, but haven’t yet duplicated them into video.
Facebook appears to making it easier for pages to utilize a call to action. As discovered by Memorado and Inside Facebook reader Matteo Gamba, some pages have the option to add a call to action when they upload a video.
Facebook has made the call to action button a powerful option for direct response through ads, but now it looks like page admins could get the ability to add such a button on non-advertised posts.
People all over Facebook are soaking themselves with ice water to bring awareness to ALS — including Facebook CEO Mark Zuckerberg and Chief Operating Officer Sheryl Sandberg.
But how widespread has this been? Facebook released statistics Friday, showing that 15 million people across the social network have posted about, commented or liked a post related to the ALS Ice Bucket Challenge. People have also posted more than 1.2 million videos.
Facebook is knocking on the door of bringing in $3 billion in a single quarter — and that might just be a stepping stone.
The company announced Wednesday that Q2 was its highest-performance quarter to date, with revenues of $2.9 billion and worldwide growth in revenue-per-user. They’re just getting started.
Much of Facebook’s economic growth of late has come from mobile. The highly-touted mobile app install ad has led to more than 350 million app installs, and the ad format is moving beyond games and into retailers and consumer packaged goods verticals. CEO Mark Zuckerberg said that U.S. users spend an average of 40 minutes per day (including 1 of 5 minutes on mobile), but he wants a bigger slice of the digital media pie.
Mobile now accounts for 62 percent of Facebook’s ad revenue, and that figure could rise in the next couple years as Facebook develops more relevant and targeted video ads in concert with Audience Network — both of which are still in their infancies.