The Heat is Rising:
Facebook vs Twitter Video Marketing
Testing with Accuracy
Our main goal was to max out Cost per View (CPV) by giving priority to the most efficient placements. We tracked a primary metric of 100% video views and a secondary metric of engagement rate (social shares, comments, likes, and followers).
We targeted a highly relevant audience with Facebook and Twitter video view ads and ran the same 30 second video on Facebook and Twitter with similar targeting on each platform.
85% of the budget went to Facebook. It is rated as the most impactful social channel for video – 8.4x higher than any other social channel according to Animoto.
15% of the budget went to Twitter. Videos on Twitter drive the highest recall and emotional connection on any digital platform.
On Facebook, 50% of the audience made it to the 25% compared to 16% on Twitter.
That’s the highlight for Twitter as the video completion rates only decrease whereas Facebook’s nearly level off after the 50% completion mark. Meaning, if someone made it past the 50% point they were highly likely to complete the entire video.