Post on 15-Apr-2017
FACEBOOK VIDEODATA-DRIVEN INSIGHTS &
BEST PRACTICES
Mark Robertson
Carla Marshall 12/13/2016
Mark R. Robertson• 15+ years in internet marketing
• 10+ years in online video
• Founder of ReelSEO (now TubularInsights)
• Growth Marketing @ Tubular Labs
• Founder @ Little Monster Media
Carla Marshall• Editor in Chief @ TubularInsights.com
• Video marketing consultant
• 8+ years in internet marketing
• 5+ years in online video
• Video marketing consultant
TODAY’S WEBINAR PRESENTERS
@markrrobertson
WEBINAR AGENDA | OVERVIEW
1 Facebook VideoTrends
2 FacebookVideoInsightsBestPractices
3 FacebookLive Video Trends
4 FacebookLiveTips
5 TotallyTubular
6 Q/A
WHY FACEBOOK VIDEOFacebook Video Trends
@markrrobertson
FACEBOOK: #1 MOST POPULAR SOCIAL MEDIA PLATFORM
Source: Pew Research Center – “Social Media Update 2016” Survey conducted March7-April 4 2016
@markrrobertson
MOBILE VIDEO IS EXPLODING
• 75 % of all mobile data will be video by 20201
• Mobile users are 1.5X more likely to watch video daily vs. Laptop/Desktop2
• 75+% of FB video watched on mobile3
Sources:1) Cisco Visual Networking Index Forecast - Feb. 01, 20162) “Video in Mobile Feed” by Kantar Media - Facebook IQ commissioned research lab of 114 people aged 18-30 in UAE & UK who watch short-form online video
(<10min) including ads and non-ads at least monthly3) http://newsroom.fb.com
@markrrobertson
FACEBOOK VIDEO & WHY YOU SHOULD PAY ATTENTION
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Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15
Growth of Daily Facebook Video Views (Billions) Sep 2014 - Nov 2015
Source: http://newsroom.fb.com
“I wouldn’t be surprised if you fast-forward 5 years and most of the
content that people see on Facebook and are sharing on a day-to-day basis
is video.”
- Zuckerberg told BuzzFeed News
• 8B Video Views/Day• 500M Watching Daily• 3X More Video Y.O.Y.• 53% of Views via Shares
@markrrobertson
FACEBOOK IS ALL-IN WITH VIDEO AND IT’S EVOLVING, FAST
@markrrobertson
WHY NATIVE FACEBOOK VIDEO?
• Native videos get much higher average # shares than any other post1
• In mobile, people spend 5X longer w/video vs. static content on Facebook & Instagram2
Sources:1) Steve Rayson @ BuzzSumo - “New Facebook Share Data Reveals Why Video Is Key To Your Content Strategy” July 2016 2) “Video in Mobile Feed” by Kantar Media - Facebook IQ commissioned research lab of 114 people aged 18-30 in UAE & UK who watch short-form online video (<10min) including ads and non-ads at least monthly
@markrrobertson
Facebook Views: 68% of Views in first 7 Days, 87% of Views in first 30 Days
FOR NOW (2016) - FACEBOOK VIEWS & ENGAGEMENTS HAPPEN FAST
Data via Tubular Labs | Videos Uploaded to Facebook on Sept. 30th, 2016
@markrrobertson
FACEBOOK VIDEO STRATEGIES
1. Use Facebook Video Features• Uploaded Native Video• Paid Video
• Live Video
2. Consider Nature of Platform & Consumption• Capture Attention Quickly
• Be Inspirational• Design For Mobile
1. Evolving Quickly1. Tips for Now
2. Ongoing Test/Iterate
BEST PRACTICES
FACEBOOK VIDEO BEST PRACTICES FOR PAGES
@markrrobertson
MOST IMPORTANT BEST PRACTICE = USE SCIENTIFIC METHOD
• Know your audience
• Interact with community• Test, Test, Test
• Inquire• Research
• Hypothesize
• Test
• Iterate
Image Source: Christopher Prince Boucher @ FollowThePrince.com
@markrrobertson
FACEBOOK PAGE BEST PRACTICES: THE VIDEO TAB
• Prominently Feature ”Videos” Tab
• Create Featured Video
• Create Organized Playlists
• Include CTA to “Watch Video” (Keep on FB if possible)
@markrrobertson
ENGAGEMENT PLAY – SHOULD YOU HAVE MULTIPLE FACEBOOK PAGES?
• Top publishers create multiple pages by topics/verticals:• >focus of page = > performance of relevant posts• More targeted audience interests
• BuzzFeed has >90 Facebook Pages• Buzzfeed Parents
• Buzzfeed Weddings• Buzzfeed Geeky
• Unilad has >20 Facebook Pages
• Tasty has pages for geography/language
@markrrobertson
ENABLE PAGE MULTIPLE PAGES = ENABLE PAGE CROSS-POSTING
POSTING SCHEDULE & FREQUENCY
@markrrobertson
SCHEDULING: UPLOADING BEST DAYS & TIMES
Answers:• The best days/times to post:
• Wednesday
• Late afternoon -> Late night
DataviaTubularLabs:FacebookVideosUploadedSept.2016>500KTotalViewsUptoDec.11,2016(excludingLive)
late night 12AM-3AMearly morning 3AM-6AMmorning 6AM-12PMafternoon 12PM-3PM
late afternoon 3PM-6PMevening 6PM-9PMlate evening 9PM-12AM
@markrrobertson
DIVERSIFY SCHEDULE & TEST FOR BEST DAYS/TIMES
When is Your Audience Most Active On Facebook?• In Facebook, go to ”Insights” & click on ”Posts” = data of when your viewers are online.
@markrrobertson
FREQUENCY: MORE MAY BE BETTER! – TEST UPPING FREQUENCY
• Total interactions/day increase linearly with posts per day• Negative feedback doesn’t seem correlated to posting more frequently
• Some post 30-40 X/day w/less negative feedback vs total engagement.
Source: Dennis Yu @ Social Fresh “3MythsAboutPostingTooMuchContentOnFacebook: 2/2015
FACEBOOK VIDEO: METADATA
@markrrobertson
FACEBOOK VIDEO METADATA: WHAT WE KNOW!
Source: Mark Robertson & Tubular Labs - Top 25K Most Engaged Facebook Videos in Q3 2016
@markrrobertson
FACEBOOK VIDEO METADATA: WHAT WE KNOW!
Video Titles:• 57% of top 25K Q3 2016 videos had NO video title
• little correlation to performance in FB
• 33 Characters Average
Video Description/Message:
• 96 characters average
• 19.40% contained emojis
• 48.89% contained Hashtags• 67.24% contained outside links
Video Title? LikelihoodRelatedNone 0.77Yes 0.83
BUT… • Titles may have an affect on related videos
• May be important for Facebook search in future
• May be increasingly important for web search
Source: Mark Robertson & Tubular Labs - Top 25K Most Engaged Facebook Videos in Q3 2016
@markrrobertson
MY ADVICE? LEVERAGE ALL PLATFORM METADATA FOR VIDEO
• Title – for future discovery• Keep Short & Relevant
• Post Message/ Caption
• Enticing• Include Strong CTA to Watch
• Include mentions to pages, celebrities, etc.…
• Tags
• Add @People/@Pages• Location
• Date/Time
Tags CC Others
Yes (Optional)8tagsmax
Yes (Optional).SRTrequired
ThumbnailsLocation@Friends@Pages
Title Description SocialMsg.
Yes(Optional)65charmax
Yes (Optional)63,206charmax480shown…
FacebookVideoMetadataOptions
FACEBOOK VIDEO FORMATTING
@markrrobertson
SHORT FORM CONTENT – MAKE THE FIRST 3-10 SECONDS COUNT
Source: Facebook Marketing Science Analysis of 173 Nielsen Brand Effect Studies, March 2015
• 65%whowatchfirst3sec.ofavideowillwatchfor>10sec.• Bestperformingvideosrangebetween30sec&2min• 1:24=Averagedurationofvideosinmyanalysisoftop25KQ32016
@markrrobertson
DIMENSIONS – THE RISE OF VERTICAL & 1:1 (SQUARE) VIDEO
Analysis via Mark Robertson - Data via Tubular: Top 25K Most Engaged Videos (non-live) Uploaded Q3 2016
@markrrobertson
75% FACEBOOK VIDEO VIEWS ARE MOBILE: TALLER = MORE EXPOSURE
16:9 3:4 1:1 Vertical
@markrrobertson
WHAT IF YOUR VIDEOS ARE 16:9?
• Try Borders w/Text Overlays
@markrrobertson
As much as 85% of views happen with sound off, according to multiple publishers.1
EMBRACE THE SILENCE:
Source: http://digiday.com/platforms/silent-world-facebook-video/
@markrrobertson
CAPTURING THE VIEWER: EMBRACE THE SILENCE WITH TEXT IN VIDEO
• Use Big Font Text Overlays
• Use Text Cards to Advance Narrative
Source:Refinery29“USINGDARKPOSTSTOA/BTESTVIDEOSONFACEBOOK”
STUDY:A/BTestofTextOverlays
@markrrobertson
EMBRACING THE SILENCE: TRY CLOSED CAPTIONS & SUBTITLES
One client in a study by 3PlayMedia saw an increase in watch time of 25% with CC
Source:Facebook
@markrrobertson
FACEBOOK CLOSED CAPTIONS TIP
• <5 Min? Automatic with Paid Promotion
• Have a transcript? 1. Let YouTube do the speech-to-text
1. Download the SRT from your video.1. Also tools like Downsub.com
2. Re-Upload SRT to Facebook Video
@markrrobertson
RECAP = CAPTURE ATTENTION ASAP FOR VIEWS & ENGAGEMENT
• Dimensions: • Test Various Aspect Ratios
• Drive Immediate Interest:• Use Compelling Opening Shots
• Use Strong Visual Cues• Text, Title Cards, Supers, Brand Assets• Clear CTA to “Watch” In Post Copy
• Embrace Silence:• Subtitles/CC & Text Overlays
• Quality audio still important
• Important sound bites after 3 sec.• Most users will not rewind
A FEW EXTRA TIPS
@markrrobertson
CUSTOM THUMBNAILS STILL IMPORTANT
• Remember: auto-play often disabled + thumbs show in videos tab/library
@markrrobertson
IT’S SOCIAL = INTERACT!
1. Comment first on your video to encourage more
2. Like others’ comments3. Respond to comments
= >2 MORE views & >3 MORE Interactions
@markrrobertson
BEWARE: LICENSED MUSIC AND OTHER LICENSED CONTENT
RightsManager.fb.com
TEST, MEASURE & REPEAT
@markrrobertson
FACEBOOK PERFORMANCE MEASUREMENT
Focus on:• Interactions vs. Views
• Shares/comments = powerful engagement metrics
• Average % video watched
• Also – study negative feedback• Hides of posts, spam
reports, unlikes
@markrrobertson
EMBRACE PAID MEDIA – BOOST & TARGET VIEWS
• Many Facebook video publishers leverage paid promotion to test, drive views, & expand reach.
• Tips:• Start Video Ad Boosting when engagement
ratio >2-4% = Cheaper• Look into FB Dark Posting for A/B and
Multivariate Testing
• Ad thumbnail must have less than 20% text
• BONUS:• Add CTAs
@markrrobertson
A/B & MULTIVARIATE TESTING TECHNIQUES
1. Segmented Audience Posts (Organic)• Downsides
• Manual measurement & comparisons• Start over when winner is determined
2. Unpublished, Paid “Dark” Posts• Provides views, interactions, expanded
audience, and social proof• Tips:
• Use Power Editor to create unpublished posts• Run in Mobile & Desktop News Feeds Only
• Upside vs. traditional video ads:• Shows in news feeds and not on publisher
page until published• Winner when published, keeps all views,
interactions
FACEBOOK LIVE VIDEO TRENDS
@Carla_Marshall - @TubularInsights
WHY FACEBOOK LIVE VIDEO?
• Facebook Live – officially launched to all users in April 2016
• Facebook Live Videos are watched 3x Longer than regular videos
• Facebook is giving greater prominence to live video:
“We're making a small update to News Feed so that Facebook Live videos are more likely to appear higher in News Feed when those videos are actually live, compared to after they are no longer live.” (Facebook 2016)
Source: http://newsroom.fb.com/news/2016/03/news-feed-fyi-taking-into-account-live-video-when-ranking-feed/
@Carla_Marshall - @TubularInsights
FACEBOOK LIVE ENGAGEMENT
• Facebook has stated that Live Videos are considered a separate type of content < BIG clue to video publishers
• Facebook Live streams also generate 10x more engagement (comments, shares, reactions) than standard Facebook videos
Sources: : http://newsroom.fb.com/news/2016/03/news-feed-fyi-taking-into-account-live-video-when-ranking-feed/http://newsroom.fb.com/news/2016/04/introducing-new-ways-to-create-share-and-discover-live-video-on-facebook/
@Carla_Marshall - @TubularInsights
FACEBOOK LIVE ENGAGEMENT
• Top 10 news creators on Facebook who uploaded video content between July 21st and October 21st 2016 –Tubular compared the performance of their non-live vs live videos.
• As a whole, these creators’ Live videos generated a higher engagement than their Non-Live videos. We found that:
• Live videos averaged an engagement rate of 4.3%, compared to the 2.2% of Non-Live videos.
Source: Tubular Labs
@Carla_Marshall - @TubularInsights
FACEBOOK LIVE – BEST DAY TO STREAM (VIEWS)
• Based on 46.1K Live videos streamed between Sep 9 2016 and Dec 8 2016 with >100K Views
• Streams broadcast on Wednesdaygenerated the most views
Source: Tubular Labs
@Carla_Marshall - @TubularInsights
FACEBOOK LIVE – BEST DAY TO STREAM (ENGAGEMENTS)
• Based on 46.1K Live videos streamed between Sep 9 2016 and Dec 8 2016 with >100K Views
• Streams broadcast on Monday, Tuesday & Wednesdaygenerated the most engagements
Source: Tubular Labs
@Carla_Marshall - @TubularInsights
FACEBOOK LIVE – BEST TIME OF DAY TO STREAM (VIEWS)
• Based on 46.1K Live videos streamed between Sep 9 2016 and Dec 8 2016 with >100K Views
• Streams broadcast between 9pm and 3am UTC (1pm and 9pm Pacific) generated the most views
UTC time zone • Late night - 12am to 3am
• Early morning - 3am to 6am
• Morning - 6am to 12pm
• Afternoon - 12pm to 3pm
• Late afternoon - 3pm to 6pm • Evening - 6pm to 9pm
• Late evening - 9pm to 12pm
Source: Tubular Labs
@Carla_Marshall - @TubularInsights
FACEBOOK LIVE – BEST TIME OF DAY TO STREAM (ENGAGEMENTS)
• Based on 46.1K Live videos streamed between Sep 9 2016 and Dec 8 2016 with >100K Views
• Streams broadcast between 9pm and 3am UTC (1pm and 9pm Pacific) generated the most engagements
UTC time zone • Late night - 12am to 3am
• Early morning - 3am to 6am• Morning - 6am to 12pm
• Afternoon - 12pm to 3pm
• Late afternoon - 3pm to 6pm
• Evening - 6pm to 9pm
• Late evening - 9pm to 12pm
Source: Tubular Labs
@Carla_Marshall - @TubularInsights
FACEBOOK LIVE – WHAT TYPE OF CONTENT IS DOING WELL?
Source: Tubular Labs
@Carla_Marshall - @TubularInsights
TOP CONTENT – LIVE & NATIVE
Source: Tubular Labs
@Carla_Marshall - @TubularInsights
FACEBOOK’S TOP 10 MOST VIEWED LIVE VIDEOS 2016
Source: http://newsroom.fb.com/news/2016/12/facebook-2016-year-in-review/
FACEBOOK LIVE VIDEO TIPS
@Carla_Marshall - @TubularInsights
BEST PRACTICE TIPS: LIVE STREAMING DURATION
• Facebook recommends that you broadcast live for at least 20 minutes, although the feature supports broadcasts of up to 4 hours for live-streams that you’ll want to archive.
Why?
@Carla_Marshall - @TubularInsights
BEST PRACTICE TIPS: LIVE STREAMING DURATION
• One of the big challenges you may face with broadcasting live on Facebook is getting enough viewers to tune in. Streaming live to a handful of people won’t give either party a satisfying interactive experience
• Although Live is heavily promoted on Facebook, every brand should aim to maximize viewers
@Carla_Marshall - @TubularInsights
BEST PRACTICE TIPS: LIVE STREAMING DURATION
Pre-broadcast:
• Email blast
• Social media push • Facebook post
• Facebook ad
• Instagram post or Story • Ask viewers to subscribe to
notifications
@Carla_Marshall - @TubularInsights
BEST PRACTICE TIPS: LIVE STREAMING DURATION
• Don’t be be discouraged if there are only a handful of viewers present when you first go live - it can still sometimes take time for your audience to find your live-stream.
• The longer you can keep the broadcast live, the higher the chances are for viewers to find you.
• The longer you stream, (and the more engaging your live-stream is), the higher the chances are that you followers will share to their own News Feed. That way, it gets seen, and shared by others, who may share it themselves, attracting even more viewers……..
@Carla_Marshall - @TubularInsights
BEST PRACTICE TIPS: LIVE STREAMING DURATION
Remember to:• Add a compelling description
• Keep the (late) audience up to date and engaged
• Interact with the audience via the comments section
@Carla_Marshall - @TubularInsights
BEST PRACTICE TIPS: 3 EXTRA TAKEAWAYS
• See what's working with native video uploads - can it be replicated via live?
• Source copyright-free music, or buy a license for background music (Epidemic Sound or other music libraries)
• Check reactions to previous live-streamed content to see where engagement/views peaked
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