Facebook introduced Newer Video Metrics and Publisher Tools for Facebook 360 Video. The new Publisher Tools for 360 videos make for a responsive viewing format, resulting in higher completion rates and increased watch time. Titled Guide and Heatmap the new Publisher Tools will create a guided experience for the viewer with a narrative that matches the viewer’s interest in the Video.
Publishers Tools For Guided Experience
With Guide, publishers can edit the 360 video to create a guided experience. With Guide, users are guided through video for objects that are of most interest for the users. According to the Facebook Media Post, users can opt to view the guided experience with a narrative by using the onscreen indicator.The Guided experience brings out the narrative for a view that is chosen by the viewer. To add the point of interest and enabling guide Facebook Video provides 360 controls where publishers can define points of interest.
Heatmap is an insights tool for determining points of interest within a 30-degree span. With Heatmap publishers can determine the key points of interest for users making the Guide tool more effective.
Targeting different Audience Segments with a narrative that is of interest for the viewers can make for a more engaging experience increasing the Watch-time.
New Video Metrics
The new metrics for Video will give a complete snapshot analysis for each video with a round-up of Minutes viewed, Unique viewers and Audience reach. The video metrics are available for video posts including Facebook Live, 360 and Video uploads. With enhanced metrics, media brands, publishers, advertisers and Broadcast media can gain insights for their video content strategy. Audience and Engagement Card available for all video will give a breakdown of key targeting attributes including age, gender, and location.
For Facebook Live Video publishers can gain an insight for the engagement graph to know the reaction and points of interest for Facebook Live Video.
Knowing how the audience reacts to different parts of Live Stream can help broadcast publishers determine the moments that stir the reactions from different audience segments. Focusing on the target’s reactions and actions can increase viewers watch time and retention rates.
With a Snapshot analysis, publishers can determine the reach and completion rates, to understand the performance of their content strategy. This can help publishers and Brand pages determine content genre that increases the video watch time and engagement rate with target audience.
According to Facebook Media blog post, nearly 48 percent of video watch time on Facebook comes from shares. With new metrics publishers can gain insights on Video watch time for shared videos that originate from shared videos and posts pages.
With insights from the metrics that guide the insights with target audiences data on location, gender, age for video content, users can know the content genre and video content that target audiences find engaging. The Audience Engagement graph and Audience Retention for different spots can help publishers determine the right content duration.
Facebook Live Video Goes Mainstream
Facebook Live is the preferred engagement tactic with nearly half of the Media pages as reported by Social Bakers. Facebook Live has recently added broadcasts for up to 4 hours with a video only mode that allows uninterrupted viewing without comments and reactions. With live video adoption rate Brands are increasing the share of live posts to increase reach with younger and engaged audiences.
Find out the point that is likely to grab your users attention. Plan your Live Stream content strategy for users to return to your page for the content that they are engaging with on social networks. As shares account for 48 percent of video watch time, creating user-friendly clips for your fans can increase the share rate.
Twenty-three percent of those surveyed by Salesforce will use more than one social channel while the Denver Broncos take on the Carolina Panthers on Sunday. Salesforce Research surveyed 1,082 consumers and found that Super Bowl 50 viewers plan to use their devices and social media during the game. To plan your social media play for the Super Bowl, brands can look at targeting audiences with social media segments based on usage of social media channels.
Social Rookies Are The Prime Social Segment
For brands targeting Social Rookies, a segment that makes for 77 percent of Super Bowl fans who follow the game on one channel only, Facebook with 48 percent of super bowl followers makes for an ideal reach builder. As high as 80 percent of the audience will be using more than one device. As high as 7 percent will be on three devices or more. Penetration of Mobile devices is higher than the TV’s standalone reach for all segments, making mobile strategy a must for targeting audiences on Social Media.
First Stringers are a segment that are going to follow the game on Two social channels. Following the game on two social channels they can be targeted with Influencer posts that are likely to amplify your message building your brand’s story across channels.
Customers who follow the game on more than two channels are the MVP segment and make for 12 percent of social media audience.
Gen Y consumers will also look to get their Instagram games on during the Super Bowl. Among those between 18 and 34, 21 percent will use the pictures-and-videos platform during the game. In the 18-to-24 bracket, 23 percent said they’ll use Instagram.At the older end of the spectrum, 9 percent of participants ages 35 to 44 will use Instagram, while 11 percent of those 45 to 54 plan to do so. The more popular channel among 18-24 years old is Snapchat. Twice as many viewers ages 18 to 24 (31 percent) will use Snapchat during the Super Bowl compared with all other age groups. Snapchat is only behind Facebook in this age group, with 61 percent saying they’ll use Facebook during Super Bowl 50. Eighty-nine percent of viewers ages 18 to 24 plan to use a smartphone during the game compared to the 86 percent who will use a TV. In other words, 3 percent of young adults plan to experience the Super Bowl without the tube (unless it’s YouTube, that is).
According to YouTube blog update on February 5, Big Game ads and teasers have been watched more than 140M times so far this year, with more than half of all views coming from mobile devices.
Ritz’s “Big Game Snacks” campaign generated more than 29 million views by the end of the day Thursday, according to Visible Measures, more than videos related to actual Super Bowl buys.
Real-time advertising offers opportunities for brands and advertisers to target audiences in the moment while they are following the game, with native ad formats and in-stream or display formats.
Who is your Audience
Start with identifying your core target audience and the channels that they engage the most on. Social Media advertising for the audience that is following the game on one channel will differ from the audience segment that is following the game on more than one channels. If you are targeting the 18-24 yrs segment Snapchat is likely to bring about greater social media actions than Twitter.
What is the Audience Size
The Apps that your audience are using to follow the game conversation offer opportunities for cross-device optimization with real-time ads that provide unique reach for advertisers. Depending on your target audience you can determine the apps that you want to advertise on.
Where Is The Social Buzz
The social media conversation and buzz may be higher on some apps and channels. Messaging Apps were seen to be popular in the last Super Bowl for Super Bowl social media conversations. As seen from Katy Perry’s halftime show where the Shark was the surprise that took internet to the floor.
When Is The Right Time
Tracking sentiment of social media game enthusiasts across social networks can help brands determine the moment that is likely to drive a positive emotional reaction for your brand. Networked Insights that tracked and measured real-time emotional connect has shared insights for brands on capitalizing on social media chatter for real-time marketing moments.
Why Go Real-Time
Real-time marketing is about understanding your customers and prospects in real-time and using the insights to outflank your competition. Creating a sense of urgency with the marketing in the moment message can help amplify your message and content.
Excite your audience with a message that resonates in the moment. This could be tied with a moment in the game or something peculiar that ties in with your brand’s messaging or the brand story or an Influencer post.
Fanatics is running an offer exclusively to enthuse fans for SB50, officially announcing the Super Bowl 50 weekend.
Facebook launched a new experience Facebook Sports Stadium for ardent sports fans to follow their favorite sport play-by-play, with expert comments. The experience is now available for iPhone users in the US. The experience has been designed to update users with the game unfolding real-time. With Facebook Sports users can follow social media conversation, related videos and at the same time be in the know about where the game can be viewed on TV. Live scores and play-by-play footage is available for the games with posts and updates on the News Feed, allowing for content amplification. The experience showcases posts from friends and comments from experts.
Users can get to the Facebook Sports experience by searching for the game, and Facebook is rolling out the experience globally for different sports, with newer ways to experience the sport.
“We think this complements the sporting experience,” says product manager Steve Kafka. “It helps people build followings and get a wider audience. All the content already is on Facebook. They don’t need to seek this out, we are taking folks connected with the game — from the league, the teams, journalists — and we put all that content and analysis in one place, and users can follow it during the game.”
As reported by Fox Sports, Facebook Sports Stadium features a live score and game clock at the very top of the page. Under the scoreboard are four tabs: Matchup, Friends, Experts and Stats.
“Matchup” provides a quick summary of what’s happening in the game, with a scoring summary and the most recent plays. Users can like, comment and share every play. There also is a “Live” indicator at the top where videos are uploaded about the game.
“Friends” is a feed of what users’ Facebook friends are saying about the game. “Experts” features commentary from verified pages, including journalists, athletes and celebrities talking about the game.
Next up for Facebook Sports Stadium after the conference championships and Super Bowl will be basketball, although Reed and Kafka weren’t providing details yet. A good guess would be March Madness.