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Facebook Video Play Rate up 785%

It was just seven months ago that Facebook made the decision to start playing videos in the news feed without a prompt.  While it was quite controversial at the time, today most people seem to be used to the fact that videos will start playing as soon as they are visible on the screen.  It may have been a hard decision at the time, but it is certainly paying off big for them now. According to the Adobe Social Intelligence Report, which was just published, the video play rate is up 785% year over year.

In addition, for the first quarter of 2014, brand video posts are getting 58% more engagement (likes, click-through, comments or shares) than the previous three month period.  While it seems obvious that videos that automatically play will get more attention, it seems clear that most of the attention is quite positive.  People wouldn’t ‘like’ a video if they hated the fact that it was automatically playing, for example.

Despite the huge growth in video viewership and engagement, however, the text-only posts from brands seem to be getting ignored.  Engagement on these types of posts is down by about a half of a percent year over year.  This is a fairly small drop, but it may be the beginning of a trend where people are beginning to ignore text updates from brands.

Whatever Facebook is doing, however, it is clearly working very well.  They are showing excellent growth rates, especially in their mobile ads, which is keeping investors happy.  In addition, there is no major issues with consumers leaving the social network due to complaints over intrusive ads.

Pesach Lattin
Pesach Lattinhttp://www.adotat.com
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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