Marketing

You’re so vain: Stop bragging about your Facebook video views

Unless you really understand what they mean
  • A video view doesn’t mean someone paid attention to your video.
  • Be careful who you retarget.
  • It's not what you want; it's what your audience wants.

Let’s say you just bought a Ford Shelby GT350 Mustang. The body of the car looks mean, ready to blow zero to 60 in 4.3 seconds. But the body doesn’t matter all that much -- it’s the engine, hidden underneath that body, that makes all the difference. Replace that 536 horsepower V8 with a Ford Taurus engine, and you’re not going anywhere in less than five seconds. The same applies to Facebook video views: Don’t fall in love with the massive amount of Facebook video views you’ve been receiving unless you understand what’s going on under the hood. I’m sure you hear the gurus out there, claiming that they can get video views for 1 to 2 cents a pop. That sounds great, and might be true, but what is a video view, and more importantly, how can you get your money back from your video campaigns? What is a video view? Facebook requires a video to run for at least three seconds for it to count as the user viewing the content. Even if it counts as a view, did th...