With Facebook intensifying its ability to upload and share videos, fashion brands brought forth a mix of short and long videos on New York Fashion Week. Exclusive data from Socialbakers tracked video activities across the designers’ pages on Fashion Week and the social vendor counted the number of videos uploaded and tried to find out which brands’ posts interacted with audience most based on the number of likes, shares and comments of the video.
There were a total of 55 videos posted to designers’ pages during the week between Feb. 11 and Feb. 18, among which 89 percent were uploaded directly from Facebook, 7 percent were posted from YouTube and 4 percent came from Vimeo. (Adweek 2015)
As a matter of fact, YouTube has reigned as a primary video platform for years. However, with the emergence of Facebook, YouTube began to encounter serious threats in terms of its digital video advertising business. Apart from its social network role, Facebook also acts as an important video ads platform growing alongside YouTube. Brands came to experiment uploading video directly to Facebook instead of via YouTube and because of its unprecedented reach and targets, Facebook grew as a distribution channel and is becoming the Web’s second most significant video platform.
George Hammer from DigitasLBi said some brands are trying to post videos straightly to Facebook and witnessing higher engagement rates than when publish YouTube videos to the social network. A statistical facts from New York Fashion Week back up his statement. A Spanish fashion brand Desigual showing its new spring collection grabbed the No. 1 spot on Socialbakers’ chart and the short clips induced a total of 6,324 interactions. Additionally, Michael Kors’ 15-second video taking Fashion Week as a theme generated 5,466 interactions. To be fair, BCBG Max Azria has nearly 471,000 Facebook fans compared to Desigual’s more than 3.5 million, Michael Kors’ 16.6 million and Carolina Herrera’s 1 million.
Due to the sharp increase of video uploaded to Facebook, YouTube’s share of the number of brand videos published on Facebook was diminishing, meaning that Facebook is gaining the traffic at the expense of YouTube. Socialbakers’ head of North American marketing talked about the data on a blog, saying that “This is a serious threat to YouTube as marketers are going to continue to use the network that is most effective for gaining engagement. Basically, there are no signs of the trend reversing from its current path.” (Digiday 2014)
Since marketers make efforts to get audience engaged and get interactions with them, have you considered why engagement matters on Facebook? Virtually, there are more than 15 million business pages on Facebook, and more often than not, many page owners find it difficult to maintain news feed visibility, with fans hardly seeing all updates from every page they like in their news feed. But every time a fan likes or interacts with a particular form of post on the page, Facebook determines what content fans like most and makes that content more prominent in their news feed based on that information. So if fans are mainly interacting with text posts, they’ll see more of the text posts; if they’re mainly engaging with images or videos, they’ll see more of the images or videos.