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Facebook Study: The Persuasive Power of Video

Live, 360, VR, TV – it seems a week doesn't pass without Facebook making another move into video.

Perhaps its unsurprising then that the social network has just released a study about the persuasive power of video.

Mobile first

The Facebook IQ team studied users in the UK and UAE to find out what makes video so addictive.

It identified five factors that influence our online viewing habits: smartphones, short attention spans, binge-watching, novelty, and the importance of context.


Facebook reckons mobile is the answer when it comes to shrinking attention spans. Almost half of users surveyed said they find it easier to pay attention to video viewed on a smartphone, instead of a computer.

Size also matters. Over a third of respondents admitted seeing the logo of a brand they admire could convince them to watch a video. However you have to be quick – and feature your brand and key messaging up front.

Surprise and delight

It turns out most of us really do like shiny bright things. Facebook's research shows users are attracted to new and immersive formats. 

For example, users gazed five times longer at at video on Facebook and Instagram, compared to static images. Users also watched 360 video for 40% longer than standard videos.

To find out more visit insights.fb.com.

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