It’s a marketing tsunami.
YouTube has been the leader in video, holding on to its position as the second most-used search engine worldwide. Further, consider these stats:
- Of all the activity conducted online, one third of people spend their time watching videos.
- Half of YouTube users watch a business video at least once a week.
Clearly, video marketing demands a second look. Or more.
As impressive as these status are, the unstoppable force that has been YouTube might have to make room for the formidable newcomer that is Facebook Video.
While YouTube users watch 4 billion videos each day, Facebook’s performance is impressive, logging more than 1 billion video views per day. Such a staggering performance warrants attention, and for marketers, foregoing a Facebook video strategy no longer makes sense. Now, marketers have multiple viable options for video marketing, and a successful strategy should consider the YouTube and Facebook platforms for optimal results.
Metrics that matter
Facebook is responding to consumer interest in videos and the activity taking place on its platform, and it has added a new social proof factor; it now includes video counts. This metric simply accounts for the total views that occur for each video, providing another metric to show relevance and user engagement.
A runaway freight train
Not only is the total number of daily views impressive, but the rate of growth is, too. From 2013 to 2014, Facebook video views have grown over 700 percent. But perhaps more importantly, the rate of engagement with the videos has grown, too, by 25 percent. The majority of this activity is taking place on another surprising medium: mobile devices.
The recipe for marketing success is…
And that’s a marketer’s dream: A high level of traffic that’s engaging on a very specific medium. This equation makes for a targeted campaign that gets results.
What does this mean for marketers?
- If you don’t already have a video marketing strategy, plan one.
- If you use video marketing but haven’t considered Facebook a viable platform, adjust your campaign.
- If you want more from your video marketing strategy, look to Facebook.
Engagement: The coveted marketing “je ne sais quoi”
Let’s go back to one of the primary components of Facebook video marketing. That elusive component, engagement.
You see, out of all of the kinds of activity that takes place on Facebook, posts, photos, text-only status, and videos, you get the most bang for your buck from the latter. Here’s how the numbers play out:
- Engagement per post for video: 2183
- Engagement per post for photos: 1358
- Engagement per post for text only: 548
With a higher level of engagement, your business can extend its visibility and reach more users, and thereby build a new audience of potential prospects to which you can market your products and services.
The “It” factor
And that’s the key to success. You don’t want just a large audience; you want to direct your efforts toward engaging an audience that will become more aware of your brand, and then move that group into the consideration stage of the marketing funnel.
Mobile takes center stage
The other trend marketers need to stay on top of is consumer use of the mobile device. For Facebook marketers, that means reaching the nearly 74 percent of users who access the Facebook platform via a mobile device. One savvy way to advance your brand is via video designed for mobile use. Building a strategy for Facebook video and mobile devices involves creating platform-specific video campaigns that target your buyer personas who are using on-the-go devices.
In short, marketing is getting harder as more platforms advance and consumer interest shifts. But the tried-and-true tactics of creating relevant content for targeted personas still works. In essence, reaching the right people at the right time with the right message works.
So, the verdict is in: It’s clear that Facebook video marketing for mobile puts your marketing dollars to work for you, every time. Spread the word.