In this world of technology and sharing, keeping your followers updated has become an essential factor in any business. A very good example is Beyonce’s Facebook page, where she shared a 4 minutes video with behind the scenes to see the preparations for her live performance last month at the MTV Video Music Awards. The impact of this video is very simple to count: in the first four hours, Facebook users watched the video 2.4 million times. On YouTube, the four-minute clip garnered just a few thousand views during that time.
What is the difference between these 2 methods of promotion? Many of the singer’s 64 million Facebook fans have spotted this video in their news feeds and shared it with their friends, while the people who saw it on Google’s YouTube did not have such an easy way to spread their enthusiasm and letting their friends now. According to the head of digital at Parkwood Entertainment, Beyoncé’s management company, they are using Facebook a lot as an empowering and a connection tool: “For us, Facebook has become the primary platform that we use to communicate content to fans.”
YouTube is still the big gorilla of online video, especially as an archive for work with lasting appeal and as a place where creators can make money from ads sold around their material. But Facebook’s ability to use social connections to make content popular fast, along with changes the social network has made to its news feed to showcase video better, have helped fuel rapid growth in the amount of video viewed on the service over the last year.
In June, Facebook had about 1.3 billion monthly users worldwide and started serving up to an average of a billion video views a day, two-thirds of them on mobile devices. About 100 million new videos are uploaded every month. While that is a small fraction of YouTube’s traffic, it is up significantly from just a few months ago.
Chris Cox, Facebook’s chief product officer, said that video was still in its infancy on Facebook. Ordinary users are just starting to learn how to shoot great video on their smartphones, and most professional video creators do not yet know how to use the social network to amplify their audiences. The company itself is just beginning to grapple with how to give its users a satisfying video experience on the site.
Facebook also needed to upgrade its infrastructure to host more video and deliver it quickly and smoothly — a goal the company is still working on, along with other improvement. “We don’t support embedding right now. We should,” Mr. Cox said in an interview, referring to the ability to incorporate a Facebook video into other sites. “We need to make sure people have good controls over how and what videos they are seeing.”
Video creators are still plumbing the mysteries of what type of video does best on Facebook, so be prepared for more news here. Perhaps nothing demonstrated Facebook’s strengths in video more than the “Ice Bucket Challenge,” this summer’s social media phenomenon in which millions of people, from celebrities to unknowns, poured buckets of ice water over their heads and challenged others to do the same to raise money for research into amyotrophic lateral sclerosis and other charitable endeavors.
Between June 1 and Sept. 1, Facebook said, more than 17 million videos related to the challenge were shared on its service. Those videos were viewed more than 10 billion times by more than 440 million people. Unlike YouTube, which places ads before and around many of the videos on its site, Facebook does not get any direct revenue from video traffic other than from a few videos similar to television commercials that are bought specifically as ads.
The business world is more and more prepared for businesses using video marketing strategies to grow. If you are interested in having a collaboration with a professional video marketing company, please do not hesitate to contact us!