When I heard Mark Zuckerberg talk about facebook video back at Mobile World Congress in February, it was clearly going to be an area of growth and one I have been watching with interest with both my digital and filmmaker hats on.
Newsfeeds across my social media platforms have seen an increase in the amount of video content people are sharing or making.
Facebook live has added to this, with people recording themselves out and about, or giving their thoughts on something, which friends can see and interact with live or go back and view later.
I’ve also created more videos myself, testing out the Splice app recommended at the Digital Omagh, having fun editing together a mix of photos and videos alongside music and sound effects. It is great at capturing memories of a day or event all together.
Something I have always been surprised at is the number of facebook views posts are getting. Both on my own profile and those shared by others. They seem much higher than other platforms like youtube and vimeo, which as a filmmaker intrigued me. A recent post I shared of a seal swimming in the Lagan in Belfast recently got 351 video views but the post only had 14 likes and 1 share.
Do all these views mean people are now watching more video via facebook than the video specific platforms of youtube and vimeo? At a quick glance that could be the impression people are given. But why aren’t the same number likes or reacting to the posts?
It is all about the metrics! How the platforms measure a video view, which happens to be very different. Ranging from 30 seconds on youtube to 3 seconds on facebook.
Marketing Land put together this useful infographic on the differences between platforms.
3 seconds doesn’t seem like very much time to watch something. “According to new research from Michigan State University, it takes only three seconds to get distracted to the point where we lose flow and become unproductive.” (Tanner Christensen on 99u.com) Is this what Facebook is measuring for?
So in answering the question does a view really means someone has seen your video? I think not.
For those using Facebook pages you will be lucky enough to have more information through analytics on how people viewed your post, but other people like me don’t get too excited by the amount of views. If you make good engaging content people will watch like and share it which is ultimately more important.