[SMK] Social Media Knowledge


Facebook Video: How We Watch Across Formats

Ever wondered how your Facebook Video Ad performs across formats? Happily, Facebook has recently released five squiggly graphs around our online viewing habits.

Location, location

Facebook’s charts cover five viewing options: Feed, Skippables, Non-Skippables, ‘Stories’, and Live TV.

The charts show that non-skippable video ads are the best performing across the board, even trumping Live TV. This format includes pre-roll and mid-roll spots.

Videos that appear in the Feed appear to be the poorest performers.

The Fine Print

However, these charts should be taken with a few grains of digital salt. First off, they don’t include any figures, just lines that aren't very specific.

Secondly, the findings are primarily based off Facebook’s internal (and unaudited) data from August 2017. Finally, the charts measure watch time, not completion rates. This can be a problem, as video ad lengths can vary greatly.

Still, it’s an interesting look into one aspect of video ad viewing. Facebook suggests mixing and matching your content to see what resonates best with your audience.

So sadly, there’s still no magic pill for viral videos.

To read the full report visit facebook.com/business.

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Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

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