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DIGITAL MARKETING NEWS

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.

Takeaways

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.

Learn with SMK W/C 4th July 2022

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SMK Labs running this week

Mon 4th July: Member Clinic from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group

Tues 5th July: Member Clinic from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group

Thurs 7th July: 2022 Social Media Strategy Optimisation, 10 am – 12 pm AEST

  • Module Three in SMK’s updated and expanded 2022 Social Media Strategy Optimisation strategy course 

Fri 8th July: Digital Design for Non-Designers: 10 am – 12 pm AEST

  • Module Three in SMK’s Digital Design for Non-Designers, helping businesses maximise creative results 

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