Video Marketing
Unlocking the Potential of Video Marketing
Something changed in the last eighteen months, and the numbers coming out of Facebook make it hard to ignore. In April 2015 Mark Zuckerberg said the platform was serving about four billion video views a day, up by a billion since January. Sheryl Sandberg noted that around 75% of those views came from mobile devices. Video stopped being a channel you go to and became something that arrives in front of people whether they asked for it or not.
Read that number carefully
Before building a strategy on it, understand what a "view" means here. Facebook counts a view after three seconds of an autoplaying video that started by itself as someone scrolled past. YouTube’s threshold is considerably longer and requires a deliberate click. These are not the same unit, and comparing platform view counts directly will mislead you about what your video actually did.
This is not a reason to dismiss the shift. It is a reason to be precise about it. The growth is real and it is driven by a specific product decision: Facebook made video autoplay silently in the feed. That single change is why the numbers moved, and it has direct consequences for how you should make the videos.
Facebook autoplays are silent until users choose otherwise. Video that only works with sound is video that mostly does not work.
Design for silence first
If a video arrives muted and autoplaying, the opening frame is doing the entire job of earning attention. A logo animation or a slow establishing shot spends that opportunity on nothing. The practical rules that follow:
- Burn captions into the video rather than relying on platform captioning, so the words are visible the instant it starts.
- Make the first frame legible on its own. Assume it may be the only frame many people see.
- Put the core message in the opening seconds. Structure the video like a news report, not like a story with a reveal.
- Shoot for a square or vertical crop where the platform allows it, because it occupies far more of a phone screen in a feed.
- Assume no sound, and treat audio as an enhancement for the people who tap.
Video across the funnel
| Stage | Video type | The metric that matters |
|---|---|---|
| Awareness | Short, silent-legible clips with a clear point of view. | Three second and ten second retention. If people do not reach ten seconds, nothing downstream matters. |
| Consideration | Explainers and demos showing the problem being solved. | Completion rate and clicks through to the site. |
| Decision | Testimonials and case studies with specifics rather than adjectives. | Conversion rate of viewers versus non-viewers. |
| Retention | Tutorials and tips that help existing customers get more value. | Support ticket volume on the covered topic, and repeat purchase. |
The mistake we see most often is producing one video and expecting it to serve all four rows. A brand film cannot close a sale and a testimonial cannot earn cold attention in a feed. Each stage has a different job, and the awareness stage in particular has to survive being scrolled past on mute.
Measure what matters, not what is flattering
View counts are the most quoted and least useful video metric, particularly on a platform where the counter starts after three seconds of an autoplay nobody requested. What tells you whether the video worked:
- Retention curve shape. Where people drop off tells you exactly which second failed, which is the only feedback that improves the next video.
- Completion rate, which is a much harder number to inflate than views.
- Action taken afterward: site visits, enquiries, or purchases attributable to people who watched.
- Cost per completed view rather than cost per view, if you are paying for distribution.
Keep reading
Key takeaways
- ✓Facebook reported about 4 billion daily video views in April 2015, roughly 75% from mobile.
- ✓A Facebook view counts after three seconds of silent autoplay, which is not comparable to a YouTube view.
- ✓Design for muted playback: burned-in captions, a legible first frame, message in the opening seconds.
- ✓Match video type to funnel stage. One video cannot do all four jobs.
- ✓Judge performance on retention curves and completion, not view counts.
Sources
- Facebook users are notching four billion video views every day, CNBC (2015)
- Facebook Video Soars Past 4 Billion Daily Views, MarTech (2015)
- More than 8bn video views happen on Facebook each day, says Zuckerberg, The Drum (2015)
Digital Strategist
Valon Badivuku is a Digital Strategist at ThisCom, helping brands get seen and become visible online through strategies that turn attention into lasting growth.
All articles by Valon Badivuku →Frequently asked questions
Where should small businesses host their videos?+
Both YouTube and your own pages, for different reasons. YouTube provides discovery and search visibility, since it functions as a search engine in its own right. An embedded player on your own site keeps visitors where they can convert. Upload natively to social platforms rather than sharing links, because feeds consistently favor native video over outbound links.
Why do Facebook and YouTube video view counts differ so much?+
They measure different things. Facebook counts a view after roughly three seconds of a video that autoplayed silently as someone scrolled, while YouTube requires a deliberate click and a longer watch duration. A large Facebook view count can represent far less genuine attention than a smaller YouTube one, so never compare them as equivalent units.
Do I need captions on social video?+
Yes. Video autoplays muted in social feeds, so a video that depends on audio to make its point fails for most of the people it reaches. Burn captions into the video file itself rather than relying on platform captioning, which may not display immediately or at all.
What video metric should I actually track?+
The retention curve, because it shows precisely which second lost people and is the only metric that tells you how to improve the next video. Follow that with completion rate and the actions viewers took afterward. View counts are the easiest number to inflate and the least informative.
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