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Facebook Ramps Up as a Premier Video Marketing Platform

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More than a decade after its launch, Facebook has finally found its feet as a powerful marketing platform. When Pricewaterhouse Coopers surveyed 19,000 online shoppers around the world last fall, it found that fully half of them used Facebook as part of their overall shopping experience. At the same time, Brafton reports, Facebook video plays grew 785 percent from 2013 to 2014, with engagement up 25 percent over the same period. Facebook itself reported 50 percent growth in video views last summer, breaking through the billion-a-day barrier. It’s now up to three billion per day. The conclusion: marketers can find customers on Facebook, and they can engage them with video.

“Facebook is becoming a real player in the video space,” says Jonah Goodhart, CEO and co-founder of Moat, which measures online engagement. “It’s actively encouraging developers of content to upload directly to Facebook. I think it’s realized that having appropriate metrics and tools is critical to building a video marketing ecosystem.” It’s also a huge opportunity to divert branding dollars from TV, Goodhart notes.

And video has a powerful pull. When social media tracking agency Socialbakers looked at 670,000 Facebook posts from 4,445 brand pages from October 2014 to February 2015, it calculated that video had an organic reach of 8.7 percent, while photos had a reach of just 3.7 percent.

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