Facebook videos that last more than ninety seconds garner higher engagement than ads that are of a shorter duration, revealed a recent report by video creation platform Wochit. According to the study, longer videos received nearly 79% more shares and roughly 74% more views than all videos of shorter lengths in Q3 2017. With higher engagement going in tandem with longer videos, Facebook is looking more like a TV like platform. This is beneficial as it enables Facebook to attract a share of the TV ad spend, which is estimated to be about $71 billion in 2017. Moreover, the social media platform can take advantage of the increasing number of cord cutters, pay TV losses for the first half full of this year totaled about 1.7 million.
Wochit’s study suggests that Facebook’s recent efforts to push for long form videos has beneficial results, which is crucial as the social media platform looks to attract more TV advertisers. Here are a few snippets from the report:
- Facebook is pushing more long-form video through its new Watch platform and via tweaks to its News Feed. Consumers’ willingness to watch longer video bodes well for the company’s aim to increase viewership on its video platform, Watch. Furthermore, Facebook changed its News Feed algorithm to surface longer-form videos in January.
- Engagement with longer videos paves the way for Facebook and publishers to earn more through mid-roll ads. Mid-roll video ads only play on videos after 20 seconds of viewing, and a larger number of videos longer than 90 seconds increase the potential to monetize users through mid-roll ads. This is important, as a recent report from Digiday indicated that many publishers were having trouble monetizing from mid-roll video ads, because the average viewing time for Facebook News Feed videos is too short.