I like Facebook. It’s forever ambitious. It never stays still, it constantly adapts and changes, and never apologises for it. I like Facebook.
At their recent annual F8 event, Facebook launched its full attack on YouTube and Periscope.
A video tab is taking over Messenger’s prime centre spot in the navigation bar at the bottom of the screen, turning Facebook into a destination for discovering videos categorised by topic beyond stumbling across them in the feed.
And because it’s Facebook, and Facebook knows all, this is great news for marketers.
Boosting posts is already a great way to extend the reach of your video content beyond its organic potential. But intent can often hold this back. Intent counts for a lot these days. Intent is the reason we cry to the gods when a YouTube advert doesn’t have a skip option. Intent is the reason I’ll record Game of Thrones on Sky+ and then skip the adverts. I may not have any intention of watching a video on my News Feed, no matter how much you’ve paid to put it in front of me.
I know what I intend to do, so if you get in the way of that – I’ll avoid you, or I’ll ignore you.
Intent counts for a lot.
With a video tab, you know the consumer is intending to watch a video – if you’re good enough, maybe he’ll watch yours.
My one piece of advice on this is act fast. Marketers ruin things. We’ll either ruin this or Facebook will find the next big thing (probably VR) and suddenly no one will care about it.
Get content out there today. There’s no reason why not except your own fear that it’ll suck. It’ll probably suck. 99% of people suck at things they do for the first time.
This guy now has more than 3 million combined social media followers.
The video isn’t amazing, but he got onto YouTube early and was aggressive about it. He probably felt awkward doing it for the first time but didn’t let his own self-consciousness stop him from utilising an undervalued marketing tool.
We’re now at a similar point with all Facebook video.
Online video is already taking on traditional television. If you missed it, Twitter is to begin streaming live NFL games, imagine if Facebook gets the rights to Friday night football in the UK. Imagine if YouTube gets the rights to the next Anthony Joshua fight.
Live sport was the one market where television had managed to hold its own – it’s now losing that too.
If you’re still unsure of whether Facebook video is a useful marketing tool; 115 million people watched the previous NFL Super Bowl where the average 30-second advert cost $4.5m.
There are 1 billion active Facebook users and you can upload a video for free.
The pure cost-effectiveness of the platform is undeniable.
Of course, just getting involved won’t turn you or your business into an overnight sensation – but if you’ve got the talent, patience, and foresight to attack Facebook Video you give yourself the best chance to win before all us marketers ruin it for everyone.