But what is the best platform for video distro? With the major networks releasing native video units, there are a few very viable options: Facebook, Twitter and of course YouTube. We ran some tests to see which platform delivers the best bang for buck. We posted the same videos across all three channels and served over 10 million impressions across them to get these results…
THIRD PLACE: TWITTER
Utilizing their brand spankin’ new native video units, our campaigns clocked in at a 2% average engagement rate. This resulted in an effective cost per view of $0.10. Not too shabby.
SECOND PLACE: YOUTUBE
YouTube came in second. We were able to get our cost per view down from $0.25 to $0.09 with some heavy optimization. YouTube’s view/click-through rate was 1.6%. But this CPV seemed pretty strong, until we hit play on our Facey campaigns…
FIRST PLACE: FACEBOOK
With a 10% engagement rate, Facebook absolutely smashed the competition. The native video units saw a cost per view of $0.04. The best part? We were able to scale these campaigns out without increasing the CPM at all. The next best part? We were able to target related campaign content to everyone that had viewed the video, retargeting them to move ‘em down the funnel with photo and link posts. Lastly, by adding a CTA button at the end of the videos, we were able to drive traffic to our clients’ websites through our video ads.
After completing this test, we obvi moved the majority of our ad spend to Facebook. Over one week, our best performing video drove over 1 million views, 30,000 link clicks and 10 million impressions.
When it comes to distributing video at scale with paid media, Facey is the placey.