Both social advertisers and ecommerce marketers understand the growing influence of native videos. Currently, 78% of web traffic consists of video but the popularity of native video is on the rise. Facebook native video ads is one more step in this.
By June 2015, Facebook’s embedded videos had already crossed the mark of 4 billion views in a day. Native videos will become an important way to reach your customers on social networks in the years to come.
In, 2016, they are expected to double. In fact, Facebook’s Native Videos have overtaken YouTube as the primary source of video content. Of late, two thirds of the stories in a users Facebook newsfeed have been native videos.
Though the move has been met with both criticism and appreciation, native videos on Facebook have come to mean a lot for social media marketers. Some experts even believe this means Facebook is going after YouTube.
Does Facebook’s Algorithm Favor Native Video Ads?
Is sharing YouTube videos on Facebook the same as uploading them to the social networking site? It doesn’t look like it.
According to a recent study by AdAge, Facebook’s content recommendation algorithm gives preference to native video when determining what type of content should be shown in a user’s news feed.
Though it might seem a bit cumbersome to upload videos separately on each video hosting platform, Facebook gives you the advantage of greater engagement, virality and specific exposure. With Facebook Retargeting feature, you can now retarget people who have shown interest in your products or services.
The robust analytics for Facebook videos will certain help marketers formulate their video marketing strategies when reaching out to their audience. In simple terms, Facebook’s algorithm favors native video, so marketers should be uploading their videos to both YouTube and Facebook.
The second advantage with Facebook is that most users access the feed on their mobile devices. AdWeek reveals that every Facebook user views a complete video daily, and globally, more than 65% of video views for Facebook occur on mobile devices.
This means that Facebook videos are important for two reasons. First, it’s a well-known fact that social media platforms like Facebook and Instagram lead when it comes to mobile audiences. Second, when you’re trying to gain a targeted audience, there’s no better means to spend your promotional budget that investing in Facebook advertising.
Facebook Native Video Ads is Growing
Another recent development that adds to the growth on Facebook videos is the option to embed them on other sites. Embedding makes it easier to share or post your videos on websites and blogs and this has been a major blow to YouTube’s popularity in the video world.
Social media marketers and online advertisers should take the advantage of Facebook native video ads, not just because it will save time, but also because it will contribute to your reach and promotion. As opposed to YouTube, every comment on a Facebook video exposes it to a whole new audience group. YouTube only showcases video content and this makes it a less interesting platform to spend time on.
How Should Marketers Prepare For This Game Changer?
Videos have become the most popular type of content on the internet today and their popularity is only going to grow in 2016. When you publish native videos on Facebook, you automatically get higher engagement and more visibility.
Here are some ways to make the most out of your investment.
Preview Long-Form Content
The most effective use of Facebook native video ads comes in the longer-format content previews. If you have a longer video ad to share, choose a highlight (the preview for the post) that serves as a static description of the overall content. This little chunk gives your audience an idea of what to expect in the complete video.
Facebook users, especially those on mobile seldom have the time to go through a 15 minute long advertisement. A two minute preview or trailer can direct the right type of audience to the complete content.
No matter which industry you belong to, your audience always looks forward to value oriented content. Fresh content, useful information, unique updates, DIY tips, tricks, and advice will get them hooked to your channel (or Facebook page in this case).
Video On Location
There is no better way to build trust than being completely transparent in what you do. Recording live updates and behind the scenes videos can garner interest and make the target audience more curious about the way you deliver products and services.
The highly capable smartphones of today have also made it easier in this aspect. It doesn’t matter if your video quality is a little shaky. Real time videos, such as those made with the Facebook LiveStream app can boost engagement.
Answer Audience Questions
Social networking is about building an audience and making your brand more approachable to your fans and followers. Videos can be an incredible way to reply to questions and queries posted by members of your audience.
They don’t just keep your page active but also help build a more personal relationship with individual customers – who could go on to become long term advocates for your brand.
Share Brief Explainer Videos
Short video formats work very well on Facebook. It is important to understand how the average user would like to use their time spent on the social network.
They scroll until something interesting comes up and linger with it for a few minutes. A short explainer video in this case would be a great opportunity to get their attention – more so with Facebook auto-play.
When looking to buying products, the average consumer is always keen to know more about the products they intend to purchase. Ad campaigns using Facebook native video ads can help create a portfolio of ads that gives all the reasons why the your viewers should click the buy button. Facebook’s Power Editor is a very useful tool to accomplish this.
While Facebook may never completely replace YouTube, it certainly is giving all video channels a run for their money, especially where marketing videos are concerned.
Marketers in 2016 will need to adapt to this change and focus more on creating fresh video content that will engage viewers and boost conversions. There certainly is no better way to engage your fan base than with video marketing.