Tag Archives: online video

Mrs. Smith’s 3rd grade class designs Facebook’s Video algorithm, or so it seems

It is no secret that Facebook is competing with other social apps in a determined effort to be all things to everyone and the last app standing. A short time back they took on YouTube in an attempt for most video views. To accomplish this they rewarded Fans who uploaded video directly rather than using a YouTube link with better looks, autoplay, metrics and, most importantly, increased Views and Reach. If you upload a video directly to Facebook you get an algorithm bonus and Facebook pushes you higher and wider so more people will see your post. This was like magic to many small businesses that saw the views on their posts 10’s, 100’s and even 1000’s times higher than ever before.

This client had a modest 2,000 Fans on their page. These results are Organic

facebook organic video results

Facebook video statistics for Organic video results

This all seems like an incredible gift, and it is, but there are complications created by Facebook that are outside the control of Page Owners. First it is about reasonable expectation setting. Videos receiving many times their normal expected Reach and Engagement can put a shop owner’s head in the clouds. And all too quickly the realization that this was an anomaly not likely repeated can be a real let down. But lack of control is probably the most disconcerting. The two charts below paint a queer picture of how Facebook chose to twist this client’s marketing efforts.

Facebook Demographic of Fans on page and those reached by video post

Facebook Demographic of Fans on page and those reached by video post

The chart on the left shows the Fans of the Page. The breakdown is as the client requested with a greater focus on U.S. and a smaller number for their Hong Kong headquarters. Additionally, India is a focus for select inventory. The demographic targeting is accurate. However, the Fans Reached in the month of the “great” video shows a markedly different Reach with Malaysia, a non-target country, receiving 50% of all views. Small businesses benefit from precise marketing to make sure money and effort is not wasted. So it is curious why Facebook’s video algorithm decided that a country excluded from the client’s target market now be included? As this action was created from the Facebook algorithm there was no way for the Page owner to influence, redirect or even object.

As we see Facebook and other social sites try and increase Engagement rates to demonstrate relevance we will likely continue to see marketing actions that are outside the Page owner’s control or wishes. Taking this to a logical conclusion of how does Facebook make money off of this I can only conclude that as Facebook takes more control away from non-sponsored ads they will be encouraging Facebook page owners to regain control through paid targeted promotions. And of course there is social media optimization which continues to be a powerful marketing tool.

Much success,




http://www.PRDA.Asia is a leading social media management agency


Teens watching less TV and more video, Advertising needs to change.

I am the TV generation. When I was about 6 years old there were only a few TV shows on for the entire day. Watching a TV show was like going to the movies. The shows multiplied and then came color, then better sound, then Big SCREENS and HD. I am a TV junky, turn it on and my brain waves go flat. . . love it. So I am especially alarmed by data coming out for the last few years. Between 2010 and 2012 TV viewing by 18 – 24 year olds fell 10% and is continuing its decline. Recent reports by Nielson and Comescore state that 1/3 are not watching any at all!!

This graph shows that only about 10% of U.S. 18-24 year olds are watching traditional TV. This increases to 15% by age 25 where fully 50% of all video is viewed on Smartphones or Tablets.

Millennials watching more online video

In China where technology has leapfrogged rest of world the numbers are even more dramatic. Where a China Internet Watch revealed that as many as 50% of respondents do not watch any TV. And when asked whether they would prefer a TV show or online video, 75% responded Video.

China 75% choose online video

What does this mean for the future of advertising? The younger generations are clearly choosing flexibility over comfort. Giving up the Big Screen TV in exchange for having a virtually unlimited choice selection and unrestricted viewing by either location or time. However, with companies like Netflix bringing traditional TV shows to the “online video experience” and Chinese online video giant YouKu releasing individual channels it becomes clear that the evolution of TV/ video is far from over. It appears that the only thing that is clear is personalization of the experience is key to teens and millennials.

Much Success,



http://www.PRDA.Asia is a leading social media management agency