Facebook says twice as many people are watching videos in their news feed compared to just six months ago. That’s quite an improvement and more video watchers means more people staying longer on the page – also a good thing. But Facebook is tired of being the middleman, handling videos the live on that other well-known social media site that is all video all the time. Facebook wants you to upload your videos directly to your Facebook pages and profiles and if you do that, you’ll get a reward – more news feed impressions.
As you know, the miniature librarians that run the Facebook stream, preview every piece of content and rate it on its value to each, individual member. They look at likes, comments and shares on other posts, compare that content to the current content then send the post in question on its way either down the “Share” chute or the “Nope” chute. Picture Willy Wonka’s factory but with posts instead of candy.
Now, those social Oompa-Loompas have another factor to consider: does the user watch videos on Facebook and if so, what length catches their eye. So, going forward, people who watch a lot of videos on Facebook will see more videos at the top of their feed. People who skip videos without watching them, will see fewer videos.
Facebook says that early tests have resulted in more people watching more videos.
As an extra, added bonus, businesses who upload videos directly to their Facebook Pages will have access to detailed video metrics. This is actually a pretty sweet suite of tools. You not only see how many people watched your video but you can see how many people watched it all the way to the end and even spots where they played the video over and over.
Think about that. There are two reasons people stop and rewatch a portion of a video – either you created a really entertaining moment or that portion explains something people don’t understand. For example, you post a video that shows how to cook the perfect omelet in the spiffy frying pan you sell. The Audience Retention graph shows a spike at the 1:13 minute mark. It’s the spot where you show people how to flip the omelet with one hand! People really want to learn that technique. Maybe your next video should be all about the art of the flip.
Now here’s the big question: how many of you are going to upload your next business video directly to Facebook instead of linking it from YouTube? Show of hands?
I thought so.
Try one and see how it works. You might be pleasantly surprised by the number of views. . . or not.