For Tim Staples, Facebook’s native video platform has been a revelation. Staples’ ad agency, Shareability, released a video in December for client Freshpet. The revelatory part was the disparity between views on YouTube compared to Facebook.
Staples’ ad agency, Shareability, released a video in December for client Freshpet. The ad featured dogs assuming the poses of humans during a holiday dinner. It quickly went viral. That wasn’t that surprising. The revelatory part was the disparity between views on YouTube compared to Facebook.
No wonder then that many advertisers in the big game are looking to go Facebook native. Wix, a first-time advertiser, is putting its teaser ads on Facebook in Facebook’s native format instead of dropping a YouTube link. “I think YouTube is sitting out there on the Internet without a communications network,” says Eric Mason, VP of strategy and communications at Wix. “Facebook gives you a communications network.”
Facebook has cracked down on organic posts from brands in the News Feed over the last couple of years, but video is sort of a loophole. Since it’s rising in popularity, video shows up more, allowing brands greater reach than they would have gotten otherwise. Media execs say that a video ad posted in Facebook’s native player will get six times the engagement rate of a YouTube link, in part because the huge video preview size in the News Feed. (Facebook could not verify this stat and didn’t offer its own comparable data point.)
The biggest victim of Facebook’s change is YouTube. Since video is growing overall, YouTube won’t necessarily suffer that much, though. Sources close to the matter say that a very small portion of YouTube’s traffic comes from social platforms – in the single digits. Still, YouTube is missing out on at least some business and Facebook’s native video player will likely damper future growth.
A bigger prize for Facebook this Super Bowl will be to solidify the view among marketers that Facebook is a player in second-screen and real-time viewing platforms, a business area it had formerly ceded to Twitter. (Twitter is reportedly planning its own native video platform.) Facebook has taken steps in this direction by making the News Feed more timely and adding Twitter-like trending topics hashtags. Read more…