The Adobe Social Intelligence Report* for Q1 has revealed opposite of user reactions when Facebook introduced auto-play videos in that engagement went up by 58% in the first quarter of 2014 (compared to Q4 of 2013) and up 25% year-over-year.
*The report collects data from roughly 260 billion FB ad impressions, 226B post impressions, 17B referred visits, and 7B brand post interactions (like comments, like, and shares).
Key insights taken from the report include:
- Facebook ad CTR is up 160% year-over-year and 20% quarter-over-quarter
- Facebook ad CPC is down 2% year-over-year and down 11% quarter-over-quarter
- Facebook ad impressions are up 40% year-over-year and 41% quarter-over-quarter
- 1/4th of videos played on Facebook occur on Fridays
- 15.7% of Facebook post impressions happen on Fridays
The report goes on to recommend the following for brands:
The first part of 2014 saw changes across multiple social networks, increasing the importance of video and image related posts. Customers and marketers have made Fridays more social in Q1 with the majority of posts and engagement happening at the end of the week.
Social networks will continue to make changes to entice marketers to invest in brand pages, advertising, and overall social strategies. To get the most out of social media investments, marketers will need to adapt to frequent algorithm changes and should look to make more pinpointed investments into targeting and management of social media ad post spends.
With video plays having increased by 785% it’s clear that the choice in auto-play has paid off for Facebook and those brands that use the social network.
Though plays and engagement are up there remains a challenge as it’s difficult to capture attention outside of the 5 – 10 second window as users scroll through their feed. As per recommendations from the report it’s important that you continue to refine your marketing strategy, targeting, management, and testing of creative.
How have you tapped into this prime opportunity of Facebook video?