Facebook is capitalizing on video for advertising, Instagram is reaching tech shoppers on mobile via video, and Twitter is making their video experience more immersive. Notice a theme here? Video is taking over social media! Let’s take a look at the recent updates to the industry…
Facebook Ads Now Include Mid-Video Ad Placement
Facebook users view billions of video clips each day, so it’s about time the platform starts cashing in on the potential for revenue from publisher videos.
Facebook is going to battle with YouTube in the video advertising space. Instead of advertisements running prior to videos like they do on YouTube, Facebook will have ads run 20 seconds into the video (if the video runs for longer than 90 seconds). While this seems like an interruption to the viewing experience, the platform has tested this theory since August and they know the model will work well. This structure will incentivize marketers to include the most important part of their messaging at the forefront of the video.
The platform will let participating publishers take advantage of any revenue with the same split model as YouTube — 55% to the publisher and 45% for Facebook.
Automatic Captioning For Page Videos
In February 2016, Facebook rolled out an automatic captioning feature for video ads and slowly rolled out the feature for Page videos starting in October 2016.
Within the Page manager there’s a “generate” button in the video editor that can add subtitles instantly to any video. This feature is critical to user experience and engagement, as all videos automatically play in the News Feed without sound. While the voice recognition software is pretty accurate, Facebook does allow the page manager to manually make corrections to the transcription before posting.
Now that the feature is available for both video ads and Page videos, News Feeds will be more seamless throughout. With this update, Facebook hopes to normalize the content type in their feed so they can slip in lucrative content around watchable videos posted by Pages.
Reaching Tech Shoppers on Mobile
Instagram recently did a study to get a better understanding of how users on the platform interact with tech brands. They found that Instagram users are very mobile, with 66% of them expressing interest in shopping using their smartphone. They also found that around half of electronic shoppers on Instagram purchased their last tech item online, with more than a quarter purchased from their mobile device.
As we continuously move toward a mobile-first world, it’s no surprise that tech shoppers on Instagram are more likely than an average shopper to make a mobile purchase. If a brand is looking to engage with an electronic shopper, Instagram suggests the best time to do so would be between the hours of 8 a.m. and 10 a.m. Pacific Standard Time. This demographic is 56% men with an average age of 25-34. The tech-savvy Instagrammer is also more connected on the platform overall, with 2x more followers than an average user and connecting with an average of 2.6x more accounts including business accounts.
LG Mobile recently capitalized on the Instagram tech audience using video ads to show off the features of their device.
“Instagram enabled us to communicate our ‘Life is Good when you Play More’ message to a very responsive, visually engaged audience. By balancing well-targeted content and ad execution, we’ve been able to enhance the LG G5 campaign’s overall reach—achieving positive reactions from customers across the globe.” – SungYoung Park, Senior Manager LG Mobile.
Instagram says “Whether you run ads targeting this engaged audience or share organic tech-related content, Instagram is the place to reach tech shoppers on mobile.”
Introducing Live 360 Video
Twitter is hopping on the live video train, but making it a more immersive experience for the user. With the help of a 360 camera for iPhone, Live 360 Video shows not only the broadcaster’s view, but everything behind, above, or below their location. When a user sees a Live 360 badge, they can interact with the live stream by swiping or moving their phone around to explore the location all while watching the live feed.
This new interactive experience will allow users to get the full look and feel of any broadcasted location. A feature like this will be essential for newscasters at world events or celebrities at red carpet events, to name a few. Live 360 will forever change the way that social users connect and share their experiences with the rest of the world. This feature is currently in the testing phase with select partners and will expand to more users in the following weeks.
Using video is a great way to reach your audience and create an immersive experience around them. Whether the goal is to create compelling content or advertise to a new set of eyes, using video is a strong avenue to do so. Each platform is creating new ideas and building off of others to make the video experience mutually beneficial for both the brand advertising and the consumer. The new features on these social platforms will give marketers and brands the ability to generate more revenue by publishing videos on Facebook, equalize organic and ad video content with subtitles for a seamless user experience on Facebook, connect with the right audience via video on Instagram, and create a more engaging experience for the user with Live 360 Video on Twitter.