Facebook Tests “Click For More” To Boost Video Views On Desktop

23 Dec 2015 | Author: | No comments yet »

Facebook Tests “Click For More” To Boost Video Views On Desktop.

Facebook says it now gets around 8 billion video views on its platform each day, and the social network has made no secret of its plans to make it an even bigger part of the experience in the future. Facebook automatically notifies anyone who has recently interacted with a page or subscribed to the page’s live video updates when the page owner goes live, and any concluded live stream is being posted as a regular video on the page in question. Currently, clicking not just on the words — which appear in a place where they will be hard to miss, centered in the bottom, just above the video controls — but anywhere on the video will take users to a new window.

The service first became available to celebrities thus summer, and Facebook has also been testing it with a few verified page publishers, including The Tonight Show, U2 and AJ+. Now T-Mobile, Nike, Ford, NBC, the Golden State Warriors, and other savvy businesses will be able to talk to you live — because we all know conversing with our favorite brand rocks. Earlier this month, Facebook began to open up Live to a small subset of its US-based iPhone users, with the goal of eventually making it available to everyone.

Competing against the likes of Meerkat and Twitter-owned Periscope, Facebook has included this technology after multiple speculations and apprehensions. Facebook has confirmed to us that this is the web-based test it alluded to when it announced in October that it would start to test new video experiences. (The October announcement was mainly focused around new video features in iOS, as well as a recap of some of the other work Facebook had been doing in 360 immersive video and live videos. But a possible concern among marketers is that the traffic and focus wouldn’t be about the brand, but the individual that’s streaming it — like I would be the focus, instead attention being paid to VentureBeat. Brands are already using Periscope and Meerkat to tell their stories; just this week, in fact, Hulu provided a live stream from its office on Meerkat. Facebook’s interest in growing video (possibly sometimes by hook or by crook) seems to be two-fold: first, it will increase engagement and time spent on the platform.

If it can prove its streams do more for broadcasters than Periscope’s, it could get celebrity interviews, breaking news, and crazy publicity tricks pumped into its network. The availability of Facebook Live is an indication as how social media platforms are moving towards functionality and a greater feeling of human emotion. Whereas people today may dip in just to check on what’s new in their feed or what their friends are posting, having more videos might help them linger for longer, or become a reason to visit Facebook in itself (more on that below). Jason Stein, who also noticed the feature appear a few weeks ago, makes an interesting guess that the format you see when you click through to the bigger video experience could be Facebook’s template for a future Apple TV app.

For the business owners, the mentioned procedure already looks lucrative as broadcasting while accessing the social media platform is the best way to initiate online marketing. It’s also in keeping with another test the company is doing, of a dedicated video feed where content is divided up into “channels” based around areas such as what friends are sharing, specific subjects or Pages you’ve liked. But just because people are spotting “Click for more” — and possibly clicking for more, as Facebook suggests they do — doesn’t mean that everyone is happy. If someone has missed out on the Live Video, watching afterwards is also an option with Facebook Live as we have it saved on our timelines, like any other status update. Again, viewers with live access to products are more likely to make the purchases, around 1.7 times more, in comparison to those visiting websites and reading newsletters.

Complementing the Facebook Live perfectly are Collages, allowing entrepreneurs to create a proper amalgamation of live videos and photos, mainly as a presentation. This is just the beginning of media interactions and with technology growing in leaps and bounds, another video-centric revolution is certainly on the cards.

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