Tag Archives: video

Facebook’s video strategy nets 1,055% higher share rate than YouTube

facebook-youtube


Native video is becoming hugely important. With 25 percent of U.S. users adopting an ad blocker last year, native content is how marketers are avoiding the cut.

And native video is one of the reasons influencer marketing and user-generated content has become so important.

In a study released today by social media analytics company Quintly  — that took in data from 6.2 million posts from 167,000 Facebook profiles throughout 2016 — one thing is clear. Native video has not only taken over Facebook, it has done so by design.

Facebook is determined to catch and pass YouTube in the video wars. In 2015, VB Insight studied both platforms and found that YouTube was still 11X bigger than Facebook. At the time, Americans spent an aggregate of 8,061 years on YouTube, compared to 713 years watching video on Facebook.

But with automatic video plays in the feed by default, and a design that downplays the importance of other video platforms, Facebook has been clawing away at YouTube’s dominant position.

“Our last video study already showed that Facebook native videos have been dominating the social network,” Nils Herrmann, digital communications manager at Quintly, told me. “But this study gives a more detailed understanding of this trend and just how substantial it is. It might not come as such a surprise that Facebook’s native videos are outperforming other formats, but what’s interesting is how those native videos performed on average 109 percent better than even YouTube videos. And that number rose as high as 186 percent in December 2016. Also that same month, we found that FB native videos held a 1055 percent higher share rate than YouTube videos. Given how popular YouTube remains on its own outside of Facebook, these numbers raised a few eyebrows!”

Facebook’s tactic of downplaying other formats has seen Vimeo shares almost disappear from the network entirely — only 2 percent of profiles included a Vimeo link in their feeds. And video is now so prevalent on Facebook that 53 percent of all Facebook profiles share video content on their feed.

quintly-facebook-native-videos-study

The performance of native videos suggests that influencer marketing could be a big winner for marketers who want to win on Facebook. However, that is a double-edged sword for Mark Zuckerberg’s social network, since it isn’t monetizing these videos in the same way YouTube does.

“At the moment, Facebook native videos simply increase your share of voice through a higher reach than other formats based on the results of our study,” Herrmann said. “This is a good start for both companies and influencers to optimize their strategies, to measure and then adjust. After professional Facebook users build a more grown-up video strategy, Facebook is very likely to do something comparable as YouTube.”

The study includes a few other surprises and further indications that Facebook’s strategy around video-sharing and viewing is allowing the company to catch up with Google’s YouTube.

“For starters, over 90 percent of the analyzed profiles used Facebook native videos — that is 3X more than the use of YouTube videos,” Herrmann said. “And it’s consistent in nearly every analyzed group of different profile sizes that FB native videos were a strong player. We also found that the biggest profiles (with 10 million+ followers) are increasingly likely to use Facebook native videos — a 35 percent growth rate in usage was detected for this profile group alone between July and December 2016.”

With Facebook now pushing video to Samsung and Apple TVs via its new app, the message is clear — video is important.

“Facebook really has succeeded in having their native video format take precedent on their own social network,” Herrmann said. “While it would likely never fully replace the use and shares of YouTube and other formats, in the long run, we might see those become even more rarely used, while Facebook native videos will continue to dominate users’ news feeds everywhere.”

The full study, which also details video performance, share rates, and growth statistics, is available today.

Social – VentureBeat

Bizarre video of Alexa (not) talking about the CIA sparks conspiracy theories


In light of Wikileaks’ shocking revelations of the CIA’s huge arsenal of tools for remote hacking, discussions of online privacy are bound to proliferate across the web in the coming days – and one bizarre video of Amazon’s voice-enabled assistant Alexa is already sparking all sorts of wild conspiracy theories. Redditors are freaking out over a clip that shows Alexa deliver answers to a rigorous line of questioning with regards to its “connection” to the CIA. As seen in the video, an anonymous woman asks Amazon’s virtual assistant a series of questions, starting with a simple inquiry into the authenticity of Alexa’s answers.…

This story continues at The Next Web


The Next Web

Hands-on with Facebook’s new video app for TVs: photos and first impressions

Facebook for Samsung TVs


A little more than two weeks after Facebook first revealed plans to launch a dedicated video app for TV screens, the company has finally started rolling it out, kicking off this week with Samsung TVs and Apple TV.

Though the company had given a hint as to what to expect from the app, we can now see what it looks like and how users are expected to engage with videos on the big screen.

Here’s a quick look at how Facebook’s shiny new app has shaped up, using the Samsung incarnation for the test.

Facebook video on the big screen

First, you’ll need to head to the relevant Apps section of your TV device and install the app. When you open it, Facebook asks you to visit “Facebook.com/device” from a PC or mobile device, through which you enter the code that’s given on your TV screen. This, essentially, is to save you having to manually type in your username / password through the TV remote — which could be pretty fiddly.

That said, in the case of Samsung, you can normally use your phone’s keypad to enter information and control things through the Samsung Smart View app — that doesn’t appear to be an option with the Facebook video app.

Facebook for Samsung TVs: Install

Above: Facebook for Samsung TVs: Install

Once you’re logged in, you’re presented with a horizontal carousel of videos that automatically play in sequence, though you can navigate to the next one using the arrow keys on the remote control.

The first category of videos you’ll see are those that have been shared to Facebook by your friends.

Facebook: Shared by Friends

Above: Shared by Friends

To go full screen on a video, just hit the “Enter” button on the remote.

Facebook Video: Full Screen

Above: Full Screen

Using the “Up” and “Down” arrows on your remote, you can then navigate between the various categories that Facebook has divided the videos into.

There is “Following,” which includes videos from Pages and people you follow on Facebook.

Following

Above: Following

Then Facebook flexes its algorithmic muscles with videos it thinks you’ll like based on your various activities across the Facebook-connected ecosystem.

Recommended

Above: Recommended

Next up is “Top Live Videos,” which again sees Facebook using signals from across the social network to identify which livestreams are proving popular at the moment.

Top Live

Above: Top Live

Those who spend a lot of time watching videos on Facebook, or who simply flag videos to watch later, will like the “Saved Videos” category, which places all your personally bookmarked clips in their own library.

Saved Videos

Above: Saved Videos

But if you don’t remember to save videos, the “Recently Watched” section is a good way to revisit everything you’ve viewed recently on Facebook.

Recently Watched

Above: Recently Watched

Given that people interact with their TV screens differently from the way they interact with a mobile phone or tablet, Facebook has had to redesign the experience to accommodate what is typically the primary input device — the TV remote control.

Those who prefer to use their mobile phone as the primary controller can actually do that already — last October, Facebook announced support for Apple TV through AirPlay and for Google’s Chromecast.

The TV app itself is intuitive enough and well-designed, and for those who don’t have a clue what to watch while slumped in front of the TV, the way it autoplays through each category is useful — it mirrors how YouTube works, in terms of how playing the next video without the user having to do anything.

Indeed, the video app launch represents the latest in a long-standing battle between Facebook and Google-owned YouTube, which has offered TV apps for many years already. Twitter is also embracing video-streaming, having recently launched its own live video app for Xbox One, Apple TV, and Amazon Fire TV.

Video opens up a host of new advertising channels for companies — just last week, Facebook announced that it would start inserting mid-roll video ads, while celebrities and brands will soon be able to include 20-second ad breaks in their live broadcasts.

Social – VentureBeat

Twitter admits ‘technical error’ in product update impacted video ad campaign reporting

Twitter's logo on display at the company's 2016 Flight developer conference in San Francisco, Calif.


Twitter has acknowledged that it incorrectly calculated video advertising metrics with the result likely impacting some campaigns between November 7 and December 12. The company placed the blame on a “technical error” from a product update made to its Android app and said that the issue has since been resolved.

In a rather opaque statement, Twitter said that it has since notified affected advertisers and is “confident it has been resolved” because it’s not a policy or definition issue. Although not disclosed by the company, Business Insider has reported that this bug inflated video ad metrics by as much as 35 percent.

When reached out for more information, a company spokesperson remarked, “We recently discovered a technical error due to a Twitter product update to Android clients that affected some video ad campaigns from November 7 to December 12. Once we discovered the issue, we resolved it and communicated the impact to affected partners. Given this was a technical error, not a policy or definition issue, we are confident it has been resolved.”

It’s also said that those impacted will be receiving refunds for the overbilling. Sources familiar with the matter shared that while 35 percent appears to be a lot, many affected advertisers will likely be reimbursed $ 1, suggesting that this event may not have that large an impact. However, the fact that Twitter disclosed a metric bug is noteworthy as it seems to be one of the first times the company has had to recalculate ad metrics.

But Twitter isn’t the first one to have to reveal this error. Fellow social media service Facebook has had to humble itself in front of advertisers repeatedly this year, announcing that it has had to readjust metrics multiple times, including for its estimated reach, streaming reactions, Graph API, around how it measured video viewership and more.

Nevertheless, the frequency at which services like Twitter and Facebook are disclosing may cause advertisers to worry, since they’re devoting huge budgets to this promising new age of marketing only to find out that there are discrepancies in reporting, which affects their return — and their trust. Additionally, how will today’s revelation impact Twitter’s relationship with brands as it seeks to keep itself afloat and prove that it’s something to bet big on?

“We will continue to monitor our systems to proactively identify issues. We value our customers’ trust in our service and will continue to provide support and transparency in our partnership,” the company said.

Social – VentureBeat

This stupid Japanese video is going to take over the world


Pen Pineapple Apple Pen. PPAP. Call it what you want, but it’s close to taking over the world. If you take a few seconds and look at the video above you’ll understand what I mean. It’s like the most addictive drug you could ever find, but worse. In the video you see Japanese artist Piko-Taro using its magical powers to combine a pen, a pineapple, and apple and another pen to form a pen-pineapple-apple-pen. It doesn’t make sense. It doesn’t have to, because the melody is so ridiculously catchy that it’ll be stuck in your head for the rest of the day. Or…

This story continues at The Next Web


The Next Web

Facebook Messenger now lets you easily switch to video within any mobile conversation

Facebook Messenger Instant Videos


You know all of that talk about video being added everywhere? Well Facebook isn’t letting up — and it has now introduced instant videos into Facebook Messenger, meaning that within any text-based conversation, you can jump right into a video chat if it’ll enrich your interactions. This peer-to-peer capability is currently exclusive to Facebook’s Messenger app on iOS and Android.

“Instant video is a reflection of the ubiquity of video,” Facebook said in a post. “We simply expect to have that ability in real time, all the time. With Instant video, you can bring your conversations to life in the most authentic way — seamlessly and instantly.”

If you have an open Messenger chat and feel you could better communicate something with video, there’s no longer any need to load up an option like FaceTime or even make a video call through Messenger. Facebook now lets you create an ad hoc video conversation with a tap of an icon in the top right corner of the app. Audio is off by default because “sometimes you just need to see something, not hear it,” but you can enable audio, if needed. When enabled, your video will float on top of the active text conversation, and your friend will be able to share a video response if they wish.

This feature is perfect for when you’re chatting with a friend and are curious to know which pair of shoes you should wear or what type of dessert you should bring them from the ice cream store, or you find yourself in any other situation where an impromptu video would add to the live experience.

Since you’re also able to have group chats within Facebook Messenger, this offering may one day be applicable there too, but it’s limited to one-on-one conversations for now.

Facebook Messenger Instant Video

Above: Facebook Messenger Instant Video

Image Credit: Facebook

With more than 1 billion monthly active users on the app, Facebook wants to make it simpler for people to communicate with each other, especially since it views video as one of the next big opportunities.

To use instant video, both parties must have the latest version of Facebook Messenger on either iOS or Android. This feature will only work between mobile devices.

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Twitter testing Periscope feature that pulls video from external sources

periscope


Twitter is testing a feature in Periscope that lets a limited number of broadcasters incorporate video from external sources, meaning that soon you may no longer be restricted to livestreaming video from your mobile device, GoPro camera, or drones. Should this experiment work well, creators could be empowered to spruce up their broadcasts, something that takes a page out of YouTube’s playbook and will likely appeal to influencers.

“We’re always testing new functionality that gives our broadcasters the ability to create great content,” a Twitter spokesperson said in a statement to VentureBeat.

Matt Navarra tweet Periscope

Some users may notice a label for certain broadcasts that reads: “Beta test of new broadcast feature incorporating external video in Periscope.” This feature represents on-going efforts by Twitter to reach out to influencers, something that chief executive Jack Dorsey has outlined as a focal point for 2016.

The feature will allow content creators to kick their broadcasts up a notch, especially as they talk about live events. In fact, one of most recent demonstrations of this offering come from broadcaster Alex Pettitt on Thursday, with coverage of the SpaceX rocket explosion. Instead of pre-recording video and then editing it in post-production, creators will have an easier time posting high-quality video in real time.

The incorporation of video from external sources follows recent changes Twitter has made, including helping creators monetize their work through its Amplify Publisher program and enabling them to add pre-roll ads to their videos. Additionally, the company has included Periscope in that same initiative, which means ads are coming to the livestreaming app for select broadcasters.

In the battle of live video, Twitter is going full steam ahead to capture the attention of creators, a group that remains very much in-demand. YouTube, Snapchat, Facebook, and Twitter are all vying for these creators’ content and audience because that leads to not only more advertising impressions, but also more users and activity across their properties.

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LinkedIn shifts into video, starts by letting influencers post 30-second clips

LinkedIn


LinkedIn has decided to shift into the video space with the release of a standalone iOS app called Record that lets you use 30-second video clips to respond to curated topics established by LinkedIn’s editorial team or start your own. This offering is being made available to LinkedIn’s 500 influencers, to start, but it could gradually expand to more users.

“In addition to LinkedIn being a place to look for your next job, it’s a place to find information,” said senior product manager Jasper Sherman-Presser. He shared that the company has been investing pretty heavily in this idea, harnessing professional knowledge and helping users build a reputation around sharing things they’re interested in. The introduction of videos is another step in that direction, allowing people to share something “lightweight and easy so you’re not sitting down to type out a 1,000-word post.”

Using LinkedIn Record, influencers can cycle through topics that may be of interest, such as education policies, technology needs, artificial intelligence, or even tips for how to avoid pitfalls when pitching to venture capitalists. Then, with the app, they’ll record their thoughts on the topic, just like on Snapchat, but without the ephemerality or filters. Once a clip is done, it can be shared with LinkedIn followers.

LinkedIn Record mobile app

Videos can be shared with others, but can’t be embedded at this time, although that’s something that’s on the roadmap. Threaded replies are not supported either, meaning that influencer clips can’t be associated with one another.

If you aren’t a designated “influencer,” you will still be able to view videos from influencers that you follow right on your LinkedIn feed on the web and on mobile. What’s more, after watching the clip, you’ll be shown other related influencer-created clips about that topic. “It’s like diving into a multiple-minute panel,” as Sherman-Presser described it.

Developing a native video offering is new for LinkedIn — it has displayed video but only through Lynda.com tutorials that it picked up through an acquisition. LinkedIn explained that after a few years focused on growing its publishing platform through its acquisition of Pulse and launching an influencer program, it was time to add video into the mix.

“We’ve been kind of testing this very quietly with our influencer base, and have seen a ton of repeat usage,” Sherman-Presser shared. “For members, being able to every day come to LinkedIn and hear from people they respect at the top of their game and sharing a glimpse of their world is a success for LinkedIn.”

With all the other services that have already adopted video capabilities, to say LinkedIn is behind the curve is an understatement. Facebook and Twitter, for example, have both invested heavily in the space. Does LinkedIn plan on diving into livestreaming, just like Periscope and Facebook Live? It is in the back of the team’s mind, admits Sherman-Presser, but right now “our focus is about helping members be productive and successful…Whatever we do has to fit into how members use the product.”

LinkedIn Record is currently only available on iOS. Influencers have to use the app to post video clips — you won’t be able to use any ordinary webcam.

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Twitter buys deep learning startup Magic Pony in live video push

Twitter logo


Today Twitter announced that it’s acquired Magic Pony, an 18-month-old machine learning startup with a funny name.

In a blog post, Twitter CEO Jack Dorsey said the startup’s tech “will be used to enhance our strength in live and video and opens up a whole lot of exciting creative possibilities for Twitter.”

A Twitter spokesperson declined to share how much the company paid for Magic Pony. TechCrunch, citing sources, says Twitter will pay $ 150 million for the company, including bonuses.

Twitter’s commitment to live video is clearly no joke, but the company faces stiff competition: Facebook, Snapchat, and YouTube are also fiercely competing for live video views.

Dorsey said Magic Pony’s staff will join a team inside Twitter that’s “dedicated to building a product in which people can easily find new experiences to share and participate in.” That “product” is a reference to Twitter itself, not an entirely new service, a Twitter spokesperson said.

Magic Pony said in a separate announcement that Twitter will use its “technology to improve the visual experiences that are delivered across their apps.”

Updated 6:57 a.m. PT with details on the price.

AI. Messaging. Bots. Arm yourself for the next paradigm shift at MobileBeat 2016. July 12-13 at The Village in San Francisco. Reserve your place here.

Deals – VentureBeat

Eight creative tips for effective video advertising

Video advertising is a growing type of digital advertising and it can be very effective for brands, especially when applying the appropriate creative strategies.

Digital video is becoming more popular every year, both in desktop and mobile, and advertisers enjoy the increasing need for video consumption by producing more video content for their audience.

Yahoo has partnered with Nielsen & Hunter Qualitative to survey 14,000 consumers and analyse their viewing habits in native video advertising, from the devices to the formats they prefer, in order to help brands create more appealing video ads.

Screen Shot 2016-06-03 at 13.21.36

There are many useful conclusions to draw from the survey and here are the eight creative tips that brands need to consider before creating the next video ad:

1. Use large and clear logos

Logos tend to be small in mobile video ads, but it has been observed that larger logos help to reinforce familiarity with the brand and most importantly, increase affinity conversion, especially for younger viewers. Screen Shot 2016-06-03 at 14.45.18

A large logo may increase familiarity with a brand by 24%, compared smaller logo, while it can increase the chances that people will recommend a brand by 33% (56% for millennials).

Tip: don’t be afraid to include a larger logo in your mobile video ad. Smaller logos may be lost in the device’s small screen, so make sure your branding is clear and memorable.

Eight creative tips for effective video advertising

Image Source

2. Include a CTA

Every video ad should include a call-to-action, whether it’s a simple hashtag, a URL, or a button. This increases brand recommendation and purchase intent, proving that a CTA may serve many different goals.

Eight creative tips for effective video advertising

For example, when an ad displays a hashtag along with the campaign, users are instantly considering a social post along with the particular hashtag.

On the other hand, a campaign without a hashtag (or any other CTA) can lead to a dead end for users’, as it doesn’t make it clear what action viewers are expected to take. 

Tip: even the simplest CTA is better than no CTA at all. Set your goals and pick the best call-to-action for them.

3. Introduce the brand anytime

Many brands are examining the best time to incorporate the brand mention in the video ad, but it seems that the timing does not impact the effect of the ad.

Mentions in the beginning, middle, or end of the video are of equal importance.

Whether it’s a visual or a verbal brand mention, brand recall, brand familiarity, but also purchase intent remain the same despite the time that the brand is introduced to the consumers.

Screen Shot 2016-06-03 at 16.17.38

Tip: make sure your brand is introduced appropriately to your consumers during the video ad, but don’t worry about the exact second that you do so. Consumers care about relevance, but not about the timing of the brand mention.

4. Different ad tones serve different goals

Every tone serves a different goal in video advertising and brands adjust the tone depending on their audience and their expectations.

For example, funny ads are way more effective in helping consumers familiarise with the brand, while informational ads seem to be slightly more effective when trying to increase purchase intent. Dramatic ad tones are way more useful while increasing the brand’s affinity conversion, as they clearly beat other popular ad tones.Screen Shot 2016-06-03 at 16.18.53

This is a very useful observation for brands, as it allows them to experiment with different tones, until they understand their audience to deliver the right message for the right goal.

Tip: don’t be afraid to experiment with different tones, as every ad tone leads to a different goal. Make sure you test the ads first until you’re aware of your consumers’ preferences.

5. Optimise ads for screen alignment

It is important to optimise video ads depending on the screen’s alignment, as this significantly contributes to the success of the ad, whether measured by brand affinity, or purchase intent.

Vertical ads seem to be on the rise, and Snapchat certainly contributed to this trend, although traditional horizontal landscape videos seem to be very efficient. Although these stats may change during the next years, brands can rest assured for now that they can use both types of video ads, provided that they always optimise the alignment of the screen.

Screen Shot 2016-06-03 at 16.44.03

 

Tip: test the screen’s alignment to ensure that you maximise the chances of creating an efficient ad

6. Traditional ad lengths for pre-roll

There’s no need to ignore the traditional ad lengths of 15 to 30 seconds, as they seem to be the most successful for any set goal, whether it’s brand recall, brand affinity conversion, purchase intent conversion and brand recommendation lift.

Screen Shot 2016-06-03 at 16.46.19

Tip: five seconds may not be enough for ad recall, or purchase intent conversation, but an ad of 15 up to 30 seconds seem to be ideal for consumers, provided that it stays interesting and relevant.

7. 15-second native video ads are more effective

When looking for the optimal length of an ad, the clear winner is the ad of approximately 15 seconds, serving as an ideal preference between a short and a long ad.

In fact, it is more effective than any other length when it comes to the purchase intent, which is among the most common goals for a video ad. Thus, brands are starting to create more ads of around 15 seconds, with the specific length reminding us of Instagram’s length restrictions, justifying the popularity of the particular length.

Screen Shot 2016-06-03 at 17.00.02

Tip: experiment with video ads of around 15 seconds and try to be concise, interesting and engaging. 15 seconds may be enough to convince the consumers to purchase a product.

8. Don’t be afraid of auto-start

Not every consumer likes auto-playing ads, but according to Yahoo’s survey video ads with auto-start seem to perform better in aided recall, brand familiarity and affinity.

Auto-start may be annoying and disruptive for some consumers, with millennials having less patience, but it’s the relevance of the ad that ultimately determines whether it will maintain consumers’ genuine interest.

Screen Shot 2016-06-03 at 17.18.12

Tip: create auto-start ads, but aim for an engaging ad that is fully aligned with the consumers’ interests and expectations of your brand.

Takeaway

Mobile video ads offer great potential for brands and these creative tips may offer a useful guidance. Every brand should be willing to experiment with new types, formats, lengths for its ads, as it has been proved that not all consumers share the same habits and it may take a while until a campaign is efficient.

Investment in video advertising will only grow over the next years, so it might be a good idea for a brand to experiment as early as possible, in order to ensure its advertising strategy is up-to-date, according to the consumers’ needs.Screen Shot 2016-06-03 at 17.36.06

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