Within the past year, Facebook has seen a surge in video based media as a way to quickly gain public attention on any topic. Videos posted on Facebook, an idea that has always existed, are being streamlined as PR people and communicators realize the substantial success they have on the public.
Last friday, popular artist Beyonce posted a video of her life behind the scenes on tour and, while it only got a few thousand views on YouTube, it reached 2.4 million views on Facebook within the first four hours. People saw Beyonce’s video on their feed, saw that their friends liked it, and gave it a watch. This is an untapped resource that the media is finally starting to get a grip on and Facebook is responding to their needs accordingly.
The Beyonce example is only one small instance in which the Facebook video medium has exploded in recent news. Take the summer’s biggest philanthropic social media phenomenon The ALS Ice Bucket Challenge, something solely based on the popularity of Facebook video, was able to raise $80 million with the use of facebook video. Youtube will always reign supreme as the head of all video search engines and archives, but Facebook’s ability to socially connect video content makes it extremely successful.
Facebook serves up an average of a billion views per day and 2/3 of them art on mobile devices. More than 100 new videos are uploaded every month and traffic has increased substantially from even a few months ago. Facebook’s chief producer, Chris Cox, says that Facebook video is still in its infancy as they continue to find new ways in which it can be implemented on the popular social media site. New features which will be announced monday include higher quality uploading and streaming for video publishers and a way in which users can count views on content to better monitor their successes.
Sites like Buzzfeed have been using the Facebook video strategy for a while now, specifically formatting their links so that a video will pop up directly on Facebook, available for viewers in an instant. Ze Frank, Buzzfeed president, said the number of times BuzzFeed videos were shared on Facebook grew 160 percent from June to July, and 200 percent from July to August.
The biggest challenge ahead will be sorting through all of the video content on our newsfeeds once marketing and PR companies begin to see the potential of Facebook video.
Goel, V. (2014, September 8). Facebook’s Feeds Give Video a Boost. Retrieved Sept. 10, 2014. http://www.nytimes.com/2014/09/08/technology/facebooks-feeds-give-videos-a-boost.html?ref=technology&_r=0
Reisinger, D. (2014, September 8). Facebook Videos Gain a Counter, Just like Youtube. Retrieved Sept. 10, 2014. http://www.cnet.com/news/facebook-videos-gain-a-counter-just-like-on-youtube/