Video Re-Sharing on Facebook
Re-sharing is an effective way for creators or brands to increase their reach. Keeping that in mind, Facebook talked to content creators and people who re-share videos to get a better understanding of their needs. Now, they’re trying to accommodate the needs of both groups.
Facebook found that creators want more information about the Pages that are re-sharing their videos. Creators also expressed a wariness to share certain metrics about their videos with re-sharers, considering the time and effort that goes into an original video. On the other hand, Page owners who are re-sharing videos want data on engagement.
Pages that re-share videos will face the biggest changes, losing access to certain data. For them, Facebook is removing the retention graph, average watch time, 30 Seconds Views and detailed breakdown of views (autoplay/click to play, unique/repeat). Now, only creators can see this information.
Pages that re-share videos will have access to some viewer demographic and location information. A graph of daily views and breakdowns of paid versus organic activity will also be available.
For creators, Facebook is adding insights on which Pages are re-sharing videos and “related metrics.”
The investigation into re-sharing also yielded the discovery of two bugs. Facebook wrote:
“First, for the Video Average Watch Time of some re-shared videos, we were displaying a zero value in video insights to the re-sharers instead of the correct value. Second, this same metric for video re-shares was displaying an incorrect value for re-sharers.”
In the blog post announcing the move, Facebook stressed that these insights are integral to “posting strategy and content creation.”
As we’ve noted, mobile video consumption on Facebook and Instagram is more than promising. Social video continues to provide a more engaging experience than traditional media such as TV. Strong engagement makes it an ideal platform for brands and marketers, and both should leverage this opportunity.
Whether you’re creating original videos (which you should consider) or re-sharing videos, there are several things to keep in mind beyond the new changes. Deliver videos that are tight and work with the sound off. You want to get a message across in 15 seconds in any potential environment.
Additionally, take advantage of Facebook’s targeting options to deliver your content to the right people. They should feel like you’re speaking directly to their interests. Finally, conversation and connection to a community are two of the biggest reasons people consume and interact with social video. Ask, will this make people talk?
Do you re-share videos? Will this affect your social media strategy? Let us know in the comments!