ICYMI: Facebook Launches Watch, Social Grows to 3 Billion Users & More
This week: Facebook launches Watch, a new video platform for original content, Pinterest rolls out Promoted Video to all advertisers and makes the case for multi-touch attribution, and the number of social media users surpasses 3 billion.
Facebook has created a new video platform, Watch, that will help users discover and view original shows on the platform. Watch will be available on mobile and desktop, and will be personalized by user, recommending video content based on what their friends and communities are watching. Facebook plans for Watch to be a destination for creators and publishers to share original content and earn money.
Pinterest has added Promoted Video to its global Marketing Program to bring the power of social video to more advertisers on the platform. Promoted videos will autoplay in-feed with click-to-play audio and will show up in users’ home feeds, search results, and when they scroll down to see Related Pins. Video Pins have been found to be 3 times more memorable than Standard Pins, and Pinners are 2.4 times more likely than other video viewers to make a purchase after seeing a video. Contact Adaptly for more information about getting your brand started with Promoted Video.
3 billion people, or 40% of the global population, are active on social media. That’s up 4% (+121 million people) from April. Social media usage continues to grow exponentially, fueled by mobile usage, as internet access spreads around the world. 54% of web traffic is accounted for by mobile phones, and the number of active mobile social users exceeds 2.7 billion people. Explore the report for more social usage stats.
Advertisers often make the mistake of putting too much stock in last-click attribution advertising models, which give full conversion credit to the last ad a consumer clicked before purchasing. In reality, there are many touch points between a brand and consumer before the customer converts. A multi-touch attribution model helps brands evaluate their campaigns across platforms throughout the entire purchase funnel. A Neustar study found that Pinterest ads deserved 30% more credit than a last-click model would have reported.