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DIGITAL MARKETING NEWS

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.

Learn with SMK through November

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Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

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November's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday 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.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

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

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

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