Last week, Facebook revealed that its metric miscalculated how much time users spend watching video content. Not only were people not spending as much time watching videos as Facebook initially reported, but it took Facebook a month to go public with this information.
While Facebook insists that the metric is not one that influenced advertisers’ purchasing decisions, it still calls into question just how much companies should pay to boost a Facebook video. Video content is not going away, even if currently people do not spend as much time watching them as we once thought. Hashtagging your videos to boost views manually, without spending any money to advertise with Facebook, is an option. Utilizing more written content is an idea that works in conjunction with this as well. Until Facebook consistently releases accurate data, both hashtagging videos and adding more written content is likely your safest and strongest strategy!