It’s no secret that when it comes to content, video is one of the most shareable on Facebook. Last year Facebook introduced its auto-play feature for videos uploaded directly to the social platform. Since then, according to Business Insider, Facebook videos have taken off, even surpassing Youtube videos fort he fist time ever!

While this is, in part, due to Facebook’s auto-play feature, there are several other factors that are key when considering the success of Facebook’s thriving video content. Videos on Facebook are shareable, easy to interact with and appear in the news feed. With that in mind, let’s delve into the facts of why Facebook will become a major video player in 2015.

 

The Automatic Play

Think about it. You’re scrolling through your news feed on Facebook and a video starts playing. How convenient… or annoying; either way, the video is playing! Facebook’s auto-play is a great way to make your content stand out in a crowded news feed. The fact that the user has to do no work at all (literally, they don’t even have to click play!), makes it easier to view the content.

 

Facebook’s Is A Place For Discovery

Rather than searching for a specific video in a search bar, Facebook’s news feed platform is a great space for discovery. Users scroll through their news feeds every day to see what’s new. They don’t necessarily know what they’re going to find, but they’re open to the opportunity of coming across something that strikes their interest. Not only that, but according to Frederic Gonzalo, 50% of people in the US watch at least 1 video per day on Facebook  and 76% of Facebook users in the US first find videos on Facebook, which shows how highly engaged people are with video.

 

Increased Engagement

Socialbakers analyzed over 180,000 Facebook video posts across 20,000 Facebook pages by brands and found that there is no competition in terms of interaction. The graph below shows that in the beginning of January last year, Facebook received over half of all video engagement. By December, the graph reveals that Facebook videos received more than 80% of video interactions.

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Not only is engagement spiking on Facebook, but a recent study by Socialbakers reveals that video is also ‘king of the hill’ when it comes to Organic Reach.

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Facebook Videos Incite Shares & Comments:

Facebook has most certainly grown from “thefacebook.com” in 2004, into one of the most powerful social platforms today. With 1.4 billion active users (890 million that are active daily), it’s hard to ignore Facebook’s potential interactive power, especially for videos. “Shares” for marketers are far more important than any other form of engagement because it says that the person sharing it is proud to be associated with that brand. Any comment (negative or positive) is a good indicator for brands to learn if their audience likes what they are sharing or not.

 

If we hit fast forward, it’s clear to see that there is a bright future for Facebook in video and if you haven’t noticed, Facebook has already started giving video more attention. In December last year, Facebook began testing their “featured video” and now Facebook admins are able to choose featured videos to showcase on their pages. If that wasn’t enough, Facebook included a YouTube-Like playlist as well. Another nifty tool that Facebook recently release is their video metrics tool, which allows brands to better understand how their clips are performing. The final topping on the cake is of course Facebook’s autoplay video ads, that were launched early last year.

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