Posts Tagged patrick sweeney
Since September of this year Facebook has been quietly testing an easier way to watch video shared by friends, without having to touch play or start the video. Facebook’s latest innovation as reported to the Facebook PMD partners this week has been leading to a 10% increase in the number of people who watch videos in the News Feed.
The News Feed is the most valuable piece of real estate on the web and in marketing and companies are struggling with how to optimize the native advertising they put I the News Feed.
Brands must not be too obtrusive because it creates negative brand sentiment, but they want people to be influenced- it’s a delicate balance. It’s only recently that bandwidth on mobile devices (i.e 4G) has emerged with high enough capacity to make video a viable alternative to photos. High mobile bandwidth will start to proliferate in the end of 2014 making video more widespread.
The video test facebook has underway is an upcoming movie .There are some key features to these videos:
- Content plays as the video appears on the News Feed – no action required by the viewer. This video plays without sounds. If you don’t want to watch it you just scroll past it, if you want to hear the sound you need to tap on it and enable sound.
- At the end of the video a carousel showing two more videos shows up for people who want to engage further
- For mobile the videos will only download when there is WiFi connectivity for now – saving people data charges and not restricting bandwidth
This could be a very interesting advertising product in the coming six months – we’ll continue to keep an eye on it and give you more news, so check back on the blog or sign up to get updates automatically via email.
Facebook’s most effective advertising is in the stream. No one is looking on the sidelines, and I’ve said it a million times, no one goes to Facebook to shop. However FB is tremendously influential. Sponsored stories so far have the best success for marketing a brand on Facebook, but how can you really amp up the Facebook marketing success?
The problem arises from the typical misconception that advertisers do not have any creative control over sponsored stories ad types because they are generated from an organic user action. At most advertisers wrongly believe, these ads might include a page or current profile photo. If you are not familiar with the make-up of a sponsored story it usually is when someone likes a page or brand, or item. This is relatively lackluster content, although it comes in the form of a trusted source (a friend’s user stream), or appears on a mobile device so you will see it and the brand gets an earned impression. The way to take sponosred stories to the next level is to show actual interaction with your brand.
If you are a car dealer and you capture a person jumping in the air the moment they take delivery of a new car – that will drive engagement. It is dramatically different than someone liking the Ford page.
Take a look at this first sponsored story – no interaction, a quick glance because it is in the user’s stream:
That is a typical Facebook sponsored story. It is much more effective than the ads on the right side, no doubt. Rosetta Stone is getting good take-up rate for a medium that is not focused on buying.
But check out the engagement of this user-generated content that can then be further amplified by creating a sponsored story:
850% more people clicked on this picture from the user’s timeline! There was real-world engagement and very positive brand association.
Capture people interacting with your brand. Let users generate amazing and genuine real world content and you will have Facebook advertising on steroids!