How Facebook’s Changes Could Impact Your Video Strategy

Take control of your video business by engaging viewers on your owned and operated site

Ever since Facebook announced that it would feature more content from users than from brands on the News Feed, the web has been buzzing with commentary and reactions, spanning a gamut from alarm to approval.

At JW Player, our viewpoint is that this is an ongoing trend. Facebook changing algorithms isn’t anything new, and this latest change underscores the need for publishers to prioritize their investment in their owned and operated (O&O) video sites more than ever before.

 

Paid traffic isn’t affected

Facebook is certainly driven by improving user engagement, but as a business it’s also focused on increasing paid referrals and profits ($4.7 billion in Q3, a 46% profit margin). One of the first things to remember here is that this change does not affect paid traffic, which has been steadily climbing as a percentage of referrals in the last few years. This trend means that publishers who build on the Facebook platform assuming a free ride via organic traffic or even at predictable marketing costs will continue to be at risk. Think about how the Google Adwords CPC increased over time. Facebook will be no different.

 

Organic traffic is affected

The Facebook algorithm change will impact organic traffic—the volume of visitors coming to a brand through search. Even in this area, the impact hinges on an important factor: the level of audience engagement. Publishers with low user engagement should see a decrease in organic traffic, while those with high user engagement could stand to gain more organic traffic. The question is How good is good enough? The bar may be raised again in the future.

A brand with high user engagement generates more comments, discussions, and likes—all part of what Mark Zuckerberg calls “meaningful social interactions.”

We aren’t critical of this move by Facebook; they are working to create a better Internet. The impact on publishers who rely on organic traffic is clear though, and it’s something that will only continue as time goes on.

 

Creating engaging content on your O&O is key

This trend begs the question: IF you are going to invest in creating engaging content, why wouldn’t you do that on YOUR site?  When Facebook traffic was largely organic, a publisher could debate the value of building on the Facebook platform versus their O&O. But the latest change continues to make that debate less worthwhile.  

By bringing your audiences back to your O&O, you can build a quality experience that exists outside of social media. This move not only fosters more brand loyalty and fills the gaps that Facebook leaves, but it increasingly leads to better monetization due to avoiding Facebook’s revenue share and improving programmatic video options in the market.

So to sum up: Creating engaging content is crucial. Adapting to Facebook’s changes is crucial. But most of all, bringing engagement back to your O&O site is crucial. A video strategy succeeds best when it’s supported by a strong and independent web presence.

 

Bill Day is the COO of JW Player.

 

Take control of your video business today by scheduling time to talk with one of our video experts.

Contact Us

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Video Will Make Up More than 80% of Online Traffic

Are videos on 80% of your webpages?

According to Cisco, by the year 2021, 82% of all internet traffic will come from video. Yes, 82%. If 2021 seems far off, consider that video already accounted for 73% of all consumer internet traffic in 2016.

 

At JW Player, we don’t take these trends lightly—we see them as game changers. Video isn’t just a nice-to-have anymore; it’s become essential to any publisher’s success. If video consumes about 80% of all internet traffic, then it’s a good idea to put it on 80% of your webpages too. As your video partner, we draw on our industry expertise and data to show you how.

 

What can you do to step up your video game? It starts with understanding the architecture of your site. Just as not all plays are created equal, not all pages are created equal either. Look at your sitemap and review the different pages you have—the sections, the subsections, the various ways you are categorizing content.

 

Then, decide which type of video experience would be best for each page. The most effective videos are tailored to the specific page they’re serving. Rather than using a one-size-fits-all approach, think about all the different ways you can integrate video across distinct parts of your site, from desktop to mobile.

 

Let’s look at three common examples:

 

  • The dedicated video page – When it comes to attracting viewers, this is your site’s main draw. You’ll want to select a large player (at least 600×400 pixels), make it the main focus of the page, and support intent to watch.

 

  • The article page with recommended video content – These articles are complemented by videos or video thumbnails. You can use video to support the text or, conversely, use text to set up and comment on video. Recommended videos are related to content and support intent to watch.

 

  • The text-heavy page – This page might feature a much longer article, a dense how-to explanation, or any other piece with significant copy. Unrelated to content, an outstream video ad unit breaks up text-heavy pages and could have the greatest impact here.  

 

The speed of the digital world waits for no one. Don’t get left behind—or rather, stay one step ahead—by incorporating video throughout your website today.

 
To learn more about how to become a video-first publisher, schedule time to talk with one of our video experts.

 

Contact Us

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Embedding Vertical Videos? We Got You.

Bring 1:1 videos from Facebook to your owned & operated site

When you’re a video publisher, going viral on Facebook is like hitting the jackpot. Videos with a huge bank of comments, likes, and shares deserve a spot on your website.

Problem is: Facebook videos have a vertical, 1:1 aspect ratio, and your page might only support 16×9. Thinking you’ll have to drop that awesome video because it didn’t fit the specs? Never fear. JW Player supports the vertical video format, allowing you to easily export your videos from Facebook into your owned and operated (O&O) site.

With JW Player’s 1:1 embed, your videos appear as perfect squares. You don’t get those black bars off to the sides, which are inserted to prevent videos from stretching to fit certain aspect ratios.

Use the code below:

<div id=”myElement”></div>
<script type=”text/JavaScript”>
var playerInstance = jwplayer(“myElement”);
playerInstance.setup({
file: “//example.com/uploads/myVideo.mp4“,
width: “50%”,
aspectratio: “1:1”,
});
</script>

An excellent Facebook video shouldn’t just stay on Facebook. Get more mileage out of your social media success by repurposing your vertical videos on your O&O site.

To learn more about becoming a video-first publisher, schedule time to talk with one of our video experts:

 

Contact Us

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