By now, every video production company in Orange County knows the tremendous value of online videos. Facebook certainly does. Which is why the social behemoth is striking back against YouTube, Twitter, and Yahoo. Hard. The strike-back is fueled by modifications that will make Facebook more competitive with YouTube and the others.
The first change centers on ad rates. Advertisers now have two ways to pay for Facebook video ads. The first charges them on the basis of cost-per-thousand-impressions. The cost-per-view option, on the other hand, bills advertisers only when a video plays ten seconds or longer.
This pay-when-seen policy aligns perfectly with the current practices of Twitter, Yahoo, and YouTube. Each of these services charges advertisers only when a viewing takes place. Twitter and Yahoo allow three seconds before you’re hit. By comparison, Facebook’s ten-second span seems enticingly generous.
Facebook also plans a few algorithm changes. Modifications in the Facebook newsfeed algorithm will permit expanded video tracking. Revealed through the tracking process will be data such as which videos are watch at full-screen, un-muted, and in HD. Utilizing the information, Facebook newsfeeds will offer videos precisely targeted to user viewing preferences. No longer will shared videos be the only window to these preferences. The upshot, of course, is a whole new level of video customization and personalization.
If you have questions or thoughts about integrating Facebook videos with your marketing campaigns, please leave us your comments.