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Facebook Adds New Personalization Tools for Watch, Flags New Organic Video Performance Insights

Published

4 years ago

September 4, 2020

facebook adds new personalization tools for watch flags new organic video performance insights

Is Facebook Watch really a significant video platform?

It’s hard to say how successful Watch is, or will be, based on its performance thus far, but as per Facebook, it is seeing more usage over time:

“Today, more than 1.25 billion people visit Watch every month to discover and share videos from millions of creators and publishers.”

Which sounds impressive, right? 1.25 billion people is almost half of Facebook’s 2.7b monthly active user base.

That’s pretty good, right?

Well, kind of.

As with Facebook’s previous reporting of Watch viewership, the actual engagement figure is slightly diluted by the way in which Facebook counts its active viewership. In June last year, Facebook reported that 720 million people were spending “at least one minute in Watch” each month. That figure has almost doubled, which is significant, but a minute per month is hardly indicative of solid engagement.

Facebook hasn’t clarified if this new stat is based on the same ‘minute per month’ measurement, but we can assume that it’s the same count, and as such, it’s not really as impressive as Facebook’s main statement sounds.

But still, it is increasing, Facebook is successfully encouraging more people across to its Watch platform. How you view that will come down to your own perspective, but clearly, there is significant engagement with Facebook’s original video content. It’s just hard to say exactly how much, and how engaged they actually are.

Statistical anomalies aside, Facebook continues to push ahead with Watch, and has this week outlined some new tools to help users discover more relevant Watch content, based on their interests.

As per Facebook:

“We’ve made it easier for people to find more videos they’ll like with better navigation, expert curation and smarter machine learning. And we’re working on ways to connect people with videos that match their interests.”

Facebook recently began rolling out a new topics selection option within Watch to help users better define their content recommendations.

In addition to this, Facebook has also added a new, dedicated section within Watch for live videos, which it recently used to host the UEFA Champions League final.

“Across Latin America, more than 13.7 million people tuned in to watch the UEFA Champions League final, making it the most-watched football broadcast on Facebook. Events like these are more than a stream of a game, they’re a way for fans to share in the moment by interacting in real time with the broadcaster and others.”

Facebook also recently added a new section for music videos in the US and India, which had previously only been available in Thailand.

“The music destination in Watch lets people explore music videos by genre, artist or mood, and features themed playlists. Last month, Katy Perry debuted her new music video, “Smile,” the title track of her just released fifth album, exclusively on Facebook to millions of fans.”

Debuts like that could end up playing a key role in the development of Watch. Music videos are huge on YouTube, with seven of the top 10 most viewed YouTube videos of all time being music clips from popular artists. If Facebook can get some of those as Watch exclusives instead, that could bring more viewers across, and form a launching point, of sorts, for more people to discover Watch content.

In addition to these new curation options, Facebook also continues to develop its creator tools for the platform, including fan subscriptions, Stars and in-stream ads.

And in welcome news for both creators and marketers, Facebook’s also developing new analytics options to help maximize your Watch uploads.

“We’re in the early stages of rolling out a new Organic Video Post Testing tool to help partners A/B test aspects of a post, including thumbnails, titles, descriptions and video content so they can better determine what works best for their audience.”

With videos the best performing content type on the platform, insights like this could be hugely valuable, and it’ll be interesting to see what exactly, Facebook comes up with on this front.

As noted, it’s hard to say how successful Facebook Watch is, really, but the numbers show that it is gaining momentum. And as it does, it opens up more opportunities for marketers.

How successful your campaigns will be will depend on your brand, your campaign and your targeting, but Watch may well provide new opportunities for those looking to reach audiences via the platform.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

Published

1 month ago

March 18, 2024

Max

Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

Published

2 months ago

February 26, 2024

Entireweb News Bot

Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

Published

2 months ago

February 26, 2024

Entireweb News Bot

Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.