Sarah Perez reported for TechCrunch on the changes that Facebook is implementing to its video analytics in order to compete with YouTube by offering users better tracking and reporting. Ms. Perez is a staff writer at TechCrunch covering mobile, consumer web, kids & family, technology and culture.
As Competition With YouTube Increases, Facebook Overhauls Its Video Analytics
By Sarah Perez | TechCrunch | 6/29/15
It’s been said that Facebook Video is becoming bigger than YouTube, as brands upload more video directly to the social network than ever before. Now, Facebook is catering to the needs of video publishers with the launch of a new Videos tab in Page Insights, which will allow publishers to better track the performance of videos across data ranges, along with other data, in a more accessible fashion.
[Update: Along with giving people who share videos more info, Facebook also announced today that it’s changed its News Feed algorithm to highlight videos people tend to watch full-screen, umuted, in HD. This kind of big data personalization allows it to show the people the most relevant videos, which will help it compete with YouTube for viewership.]
Before, Page admins and video publishers were able to track video metrics in Page Insights, but the data provided was only available when you chose the option to export the data from Facebook by selecting a date range and file format, like Excel. In addition, you could only see analytics on a per video basis, but now you’re able to track views at the Page level based on any custom date range.
Facebook Video vs YouTube
The competition between Facebook Video vs YouTube has been increasing, as the amount of video content on Facebook continues to grow. A recent market research study and survey reported that Facebook will be delivering 2 Trillion video views vs YouTube’s 3 Trillion this year.
Now, even though YouTube has been the main source for videos, and boasted better reporting, Facebook is rolling out changes that will allow nonprofits to more easily track video views in order to understand the effectiveness of the videos they post to their Facebook page.
Making Your Nonprofit’s Videos Count
No matter which side you’re on in the Facebook Video vs YouTube race, one thing is clear, both have comparable number of monthly users with Facebook at 1.4 Billion and YouTube at 1.3, so nonprofits should maintain a presence on both to ensure they are reaching the most supporters.
Here are just a few simple ways Nonprofits can use video to effectively raise awareness and increase donations:
- Tell the story of your organization and its mission.
- Record a compelling speaker’s call to action for service or donations. A good idea is to have them demonstrate how easy it is to donate to your cause, for example, using a custom keyword for text to donate.
- Show your volunteers in action to recognize their service and compel others to join the good fight. You can also send them mobile messaging with a link to the video so they can share with their own social network.
- Behind the scenes videos can make your supporters feel connected to your organization.
- Testimonials and success stories can add credibility let supporters see how you are using the funds they donate.
50% of YouTube and 65% of Facebook’s video views are now on mobile. Ensure your organization’s videos make the biggest impact for your cause with MobileCause mobile-friendly donation landing pages and forms.