REPORT: Brands’ Auto-Play Videos On Facebook Deliver Strong Engagement In 1Q

Facebook caught a great deal of flak when it introduced auto-play videos into the News Feed late last year, but they appear to be working for brands, as Adobe revealed in its Q1 2014 Social Intelligence Report that engagement with those videos was up 58 percent in the first quarter of 2014 compared with the fourth quarter of 2013, and up 25 percent year-over-year.

1QKeyboard650Facebook caught a great deal of flak when it introduced auto-play videos into the News Feed late last year, but they appear to be working for brands, as Adobe revealed in its Q1 2014 Social Intelligence Report that engagement with those videos was up 58 percent in the first quarter of 2014 compared with the fourth quarter of 2013, and up 25 percent year-over-year.

However, brands turning to those videos must strike early, as Adobe Digital Index Senior Analyst Joe Martin pointed out in an interview with AllFacebook:

The first five or 10 seconds of your video really have to capture that person.

The Adobe Social Intelligence Report gathers data from some 260 billion Facebook ad impressions, 226 billion Facebook post impressions, 17 billion referred visits from social networking sites, and 7 billion brand post interactions, including comments, likes, and shares, with data on paid social derived from Adobe Marketing Cloud data.

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