If it seems like your Facebook feed is becoming flooded with videos, it is no coincidence. Since Facebook video launched, it has rapidly become a staple of the staple of the social network and it shows no sign of slowing down in the future.
The service hit a new milestone recently, as CEO Mark Zuckerberg announced that Facebook now serves more than 4 billion video views every day, adding a full billion views to the stats announced in January.
It is no surprise that Facebook video is such a hit, as the platform offers the perfect opportunity for users to view and share video without having to leave the network. With the latest numbers many are suggesting Facebook video may pose a real threat to YouTube in the near future.
YouTube reported reaching 4 billion daily views the last time it reported those statistics in January 2012, but they have likely added a fair number of views since then. However, actually comparing the views across either service is complicated because the two services count views differently. Facebook counts any playing three seconds on its autoplay videos as a view, while YouTube has a higher duration requirement to be included in its count.
During the company’s first quarter earnings call, COO Sheryl Sandberg also pointed out that a vast majority of Facebook’s video views come from mobile, and the ubiquity of videos on the service has primed users for video ads. “We’ve always believed that the format of our ads should follow the format of what consumers are doing on Facebook,” she said.
Sandberg also said brands are already taking advantage of Facebook video.
“Brand marketers particularly but I think all marketers have the opportunity to do video,” she said. “And that’s pretty exciting, even SMBs who never would be able to hire a film crew and buy a TV ad. Over 1 million SMBs have posted videos and done really small ad buys around them. And that’s pretty cool because I don’t think there are 1 million advertisers who have bought TV ads in that same period of time.”