A look into a recent report from Facebook Business by The Film Crew.
Facebook Business recently released a report on video consumption habits relevant to the NZ market. The report's purpose is 'to provide marketers with a perspective into video use and how to reach consumers via this medium'.
We thought you might like a summary version of some of the findings that we found interesting. To start with, here's a note from Facebook Business:
"Five years ago, it was pretty much unheard of for people to stream video on their mobiles, the meagre data allowances and connections meant it just wasn’t feasible for most people as a habit. But take a look around on your next commute and you will see a good number of people catching up on their favourite show on a streaming service or looking at videos from friends and creators on their social feeds.
For anyone looking to promote their business, video is an essential tool. It creates emotional connections, engages audiences and allows you to build followings".
Some key takeaways of the video consumption report:
01 Mobile viewing is growing rapidly.
People are becoming increasingly comfortable using smaller screens to consume their video content. Not surprisingly, for people under 45, mobile is the leading device used for video consumption (69%). And it is not just the younger generation that is using mobile to view video content, with 29% of those over 55 stating that mobile is their main device for video consumption.
However the report also tells us that consumers will watch video on the screen best available to them when they choose or have time to consume video content. Therefore you should ensure that your video content can run on any device to suit the consumer occasion.
02 If it’s worth watching, they’ll pay attention.
There is not a significant difference in the claimed 'levels of attention paid' by viewers across the different video platforms aka people don't "pay more attention" on any one type of platform over another. However, viewers will gravitate to what interests them and filter everything else out. Make sure the are gaining something from your content.
03 Fish where the fish are.
Be strategic about where you are distributing your video content.
Be clear on campaign objectives, and prioritise tactics that reach those objectives.
Understand how various demographics use the different platforms, and adapt your distribution plans based on these insights to generate maximum value.
Position the end consumer at the centre of all video planning decisions.
04 There is no ‘peak’ and ‘off-peak’ time for Facebook.
According to the research, prime time is all the time for Facebook. It is consistently accessed by consumers, providing an omnipresent channel through which to reach consumers at any point in time. Also worth noting is that the frequency of usage for Facebook is relatively consistent for all demographics. Between 75-80% of each demographic access Facebook at least once daily.
05 Netflix is stealing traditional TV viewers
SVoD's (Subscription Video on Demand) platforms such as Netflix, are stealing traditional 'Free-to-Air' TV viewers. However, these SVoD's are typically ad-free. Hence businesses that advertise on traditional TV platforms will start seeking new ways to get in front of their target audiences...... you might want to get in there before they figure this out.
If you would like to discuss your video content strategy in terms of target demographics or ideal distribution to make the most out of these known video consumption habits, get in touch for a chat with The Film Crew via firstname.lastname@example.org
- Erin | www.thefilmcrew.nz