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Facebook is investing heavily in its video service, working hard to grow its video reach and ad efficacy. And it's making inroads.

In August, Facebook achieved a billion more desktop video views than YouTube, according to comScore, and now serves up more than 3 billion video views every day.

Such a strong upswing of video views on Facebook can be attributed to a few things. First and most obviously is auto play. Facebook video auto plays in the News Feed, driving video views and interaction. Second, more people are watching videos as they can now play easily on smartphones. A full 65% of views happen on mobile devices! And, lastly, the Facebook algorithm serves content that people interact with. So, the more videos people watch, the more videos the algorithm serves, creating a cycle of video views.

Moreover, Facebook's Mark Zuckerberg noted about the future of Facebook, "One of the big trends will be the growth of video content on our service."

That quote is not lip service. Video helps keep people on Facebook, which in turn drives ad revenue. Facebook doubled down on this bet at the F8 Developer Conference, launching an embedded video player that allows users to embed Facebook-hosted videos anywhere.

Here are four reasons marketers need to begin or expand native Facebook video marketing and two things they should know as they dive in.

1. Third-party video link posts underperform

Though Facebook still allows marketers to post a link to a video on YouTube, Vimeo, or an organization's website, there is no reason to do this as it will appear as a static thumbnail rather than a Facebook auto play video.

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image of Shawn Kemp

Shawn Kemp is co-founder of ActionSprout, where he helps power people's ability to create lasting change by connecting organizations with their supporters.

LinkedIn: Shawn Kemp