That may explain why in the last couple of months, Facebook made some changes to how video campaigns run and are measured.
The default optimization for video view campaigns has changed to "ThruPlay". "ThruPlay" optimizes for either video view completion OR 15-seconds (whichever is less). Facebook found that ThruPlay optimization produced better brand recall and brand lift.10-second video view, Unique 10-second video view, Cost per 10-second video view are deprecated and will be removed entirely in October.
Our takeaway? Facebook just confirmed that 15 seconds is the MAGIC number for how long a video should be on paid social, hence "completion or 15-second" optimization.
Facebook Brings Lead Generation to Messenger
We love chatbots! We’ve been in on that train for a long time and recommend all of our clients test them out. Now Facebook is making them even easier to use.