Facebook confirmed this week that it is testing video ads and is working on making an agreeable experience for users. A Mashable report cites sources saying Facebook is wavering between running video ads that autoplay in the feed and ads that will not produce sound unless clicked on. The second option will reduce exposure, but could be more effective as those who view the ad opted to.
Facebook is concerned that users will spend less time on the site if it becomes cluttered with video ads, a valid concern as a survey shows 34% of Facebook users are spending less time on the site this year than they did in 2012.
It’s no surprise that Facebook is trying its hand at video. Video platforms Vine and YouTube have been effective marketing tools for brands in 2013. Our Intelligence Report on Social Platforms shows that the average engagement rate for Vine videos is 0.82%, more than 27 times the 0.03% engagement rate of its parent company Twitter. Our Digital IQ Index: Fashion report shows explosive growth for the top ten most-viewed Fashion YouTube channels. Video views for Louis Vuitton, Tommy Hilfiger, and Dolce & Gabbana on YouTube grew 675%, 541%, and 541% respectively, from the previous year.
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