No other platform has revolutionized the world of digital communication as much as Facebook. It’s a global empire with three billion active monthly users on its central platform. For perspective, the world’s population is estimated to be around 7.5 billion, meaning that nearly all of the world’s population is using Facebook. So what exactly are those 3 billion people doing their preferred social application? Watching videos.
Video ads on social media are the most effective levels of engagement from the audience as well as conversion rates and clickthrough rates on any platform. 1 Those indicators set the stage for phenomenal results in marketing.
The most brilliant marketing strategists know that knowing how to make successful Facebook video advertisements and increase views could result in significant customer engagement. How do you boost impressions and begin to guide users toward conversion? We’ve created this guide to Facebook impressions and ways to increase those impressions.
Facebook Video Impressions: A Quick Primer
To know how to improve Facebook views on videos, it is helpful to understand what precisely that Facebook measurement is measuring.
Facebook video impressions measure the number of times your ads have reached the people you want to go to. 2But not every person who sees your advertisement counts as a video click.
To use Facebook’s video ads metrics to be counted as an impression, a set of requirements must be met:
Each time your ad is shown on the screen for the first time, it’s an impression
If an ad is conducted twice in a single time for a person, the two counts are counted as times
Videos don’t need to begin playing to be counted as impressions
The impressions cannot be counted if they are derived from non-human traffic that is detectable
If someone else’s feed views your video, it is considered an impression, even if they do not play it.
“So wait,” you may be asking. “Are impressions identical to perspectives or other forms of communication?
Facebook distinguishes itself from the three metrics.
Impressions show the frequency at which your video is featured in a feed on Facebook.
Views determine the number of times someone can visit your page on your profile.
Reach refers to the number of unique users who view your content. Reach differs from impressions as the same person can consider your Facebook advertisement multiple times, and each one of those views will count as an impression.
Impressions can help marketers determine how effective a video is in being noticed.
It is determined by Facebook’s algorithm, which ranks ads and posts on its highly categorized scoring system, which puts the most “valuable” posts front and the center of feeds for individual posts. While the details of Facebook’s algorithm remain a highly guarded secret, it is clear that we know the goal:
“[Help users] discover new content and connect with the stories they care the most about [while] keep[ing] spam and misleading content at bay.” 3
The essential elements that are part of this evaluation are:
Source (a.k.a. the person who made the post) Source (also known as who posted it): People are much more likely to view posts by people they interact with, for example, companies they follow or friends from their networks. This could also include posts made by acquaintances of friends or businesses that friends follow.
Content types The algorithm is trying to provide users with greater access to what they want, which includes the medium of content. If a user is inclined to engage with images more frequently via shares, views, comments, or likes, they’ll be able to see more photos in their feed. They’ll be exposed to more videos if they are more active with videos and more frequently.
Engagement – The social media engagement measurement works a bit similar to looking back through the yearbooks from school. If a person’s yearbook is filled with only a few “HAGS” and teacher signatures, there’s a good chance the child was not the most well-known. If a yearbook is filled with funny inside jokes, elaborate messages, and even doodles, the yearbook belongs to a person that the school’s hierarchy would consider royalty. If a blog article is popular and has many comments, likes, views, shares, and likes, it indicates to the algorithm that the post is one people would like to view.