If you’re a digital marketer and run ads on Facebook, you may have seen this new update in Business Manager.
It tells us that they’ve made a shift in their reporting – from delivering on 3-second and 10-second video view counts, to 2-second or 10-second video view counts. What exactly does this mean, and why did Facebook make the change?
Within the Facebook ad landscape, advertisers have grown accustomed to various objectives and bidding options – each one dictates to FB’s algorithm the kind of audience who will see the ad. If you bid for engagements, Facebook will show the ad to people in your audience who are most likely to engage. If you bid for impressions, Facebook will blast your message out very broadly. Historically, when it comes to video views, the sole option was to bid for 3-seconds video views (i.e. telling the algorithm to get in front of people who are likely to start your video), but last year, Facebook introduced an option to bid for 10-second video views (which encouraged the algorithm to find people in your audience who are more likely to watch longer videos).
Now, Facebook has decided to drop the 3-second view to 2. Although it’s literally a moment’s difference, it represents a big change in the way advertisers will bid, and how Facebook’s advertising arm is looking to align itself better with the existing industry. Wondering what this may mean for you and your brand? Check out our Q+A below!
Are video views now being counted as 2-seconds instead of 3-seconds?
- No – this shift is only occurring for ad bids. A view will still be counted as 3-seconds across organic and paid video content.
Why is this change taking place?
- The shift ensures that Facebook is in line with the Media Rating Council (MRC) Viewability Standard (50% of an ad’s pixels are in-view for two continuous seconds or longer).
What does this mean for bidding strategies?
- For pure awareness plays, bidding for 2-seconds will still be acceptable, but for valuable views, the 10-second bid will be the way to generate genuine engagement and encourage completions.
What does this mean for content?
- Advertisers should continue to strive for short-form content (6-seconds) as attention spans continue to wane.
What does this mean for the way we talk about views?
- This change means that Facebook is aligning with the MRC, but as an advertiser, bidding for 2-second views feels more like bidding for video starts. Perhaps the verbiage around 2-second views will need to shift to better mirror what an audience is able to take in (with 50% viewability and no sound) as a start rather than as a view.
Do you have input on the other applications or ramifications of this shift? We’d love to hear in the comments!