Facebook Video Analytics: From Subpar To Competitive?

Earlier this month, Facebook announced major changes to come for its video platform metrics. In the past year, Facebook has been pushing hard for its native video platform to be a major player in paid media. There’s undoubtedly a not-so-subtle bias towards the Facebook native player over paid embedded YouTube posts, highlighted by the laughably tiny YouTube thumbnail shown on a user’s News Feed. Despite the advantages of driving views on YouTube that don’t exist on Facebook (namely organic search and discoverability), Facebook is forcing the hand of advertisers to use its platform. Combine that tactic with recent changes to the News Feed algorithm that greatly favor paid brand content over organic, and one can’t help but conclude that Facebook is pushing hard to monetize video.

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