video presentation

Facebook Video MarketingShow, Not Tell

Justin LaffertyEditor, SocialTimes

@JLafferty21

@JLafferty21 #ATFB15

The facts about videoO Since June: More than 1 billion daily video views.O The number of video posts per user has shot up 75

percent globally and 94 percent in the U.S. over the past year.

O On a global basis, the amount of video from users and brands on News Feed is up 3.6 times year-over-year.

O 65 percent of video views globally are occurring on mobile devices.

O More than 300 million people around the world post more than 70 million photos and videos each day on Instagram.

(Stats from 1/7/15)


The major goal for Zuck

O Make the world more open and connected

O Video is a huge part of Facebook’s future plans

O LiveRail: Improve qualityO QuickFire: Decrease data

hungerO Facebook wants to make it

easier to target those in emerging markets

O Internet.org: Facebook can be first Internet access for many


Facebook’s biggest target


Facebook vs. YouTube


Facebook vs. YouTube

eMarketer estimated that U.S. digital video advertising will total $7.77 billion in 2015, up 30.4 percent from 2014, with 20 percent of those dollars going to YouTube


Facebook vs. YouTubeSocialbakers’ analysis of over 180,000 Facebook video posts across 20,000 Facebook pages owned by brands, media companies, celebrities, and entertainment companies


Case Study: John LewisO U.K. retailer uploaded holiday ad to Facebook & YouTube.O While YouTube had more views (4.1M to 2.8M), Facebook video

had 156K shares, compared to 46.8K shares on YouTube.


The AlgorithmO Facebook’s News Feed algorithm is

tilted right now in favor of videosO Users who click on/watch videos in

News Feed will then be shown more videos

O How long the person watched is also a major factor


Ad objective: Video views

Excerpt from interview with Facebook Small Business Director Dan Levy:“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.We’re seeing other examples across the United States — toy companies and many others — of people who are starting to use video as a way to help tell a more engaging story than just a story. Especially with auto-play on the consumer side.”


How should you optimize?

Advice directly from Facebook:O Make sure your creative is strong from the first

frame, since you’re trying to capture (and keep) attention

O Ensure that your video makes sense when the sound is off, since many people don’t opt-in to sound on auto-play News Feed videos

O Keep focus on what your objective is: branding, promoting a new product, announcing news?

O Shorter, timely videos tend to perform betterO Study Audience Insights & Page InsightsO Have a call to action