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IT’S OFFICIAL: GOOGLE BLEW IT WITH YOUTUBE, AND FACEBOOK HAS CAUGHT UP

It’s official. Google blew it.

Fortune has a story out about Facebook’s huge investment in video. In it, writer Erin Griffith reports that, “In April, Facebook hit 4 billion views per day, matching the latest estimates available for 10-year-old YouTube.”

HERE ARE SOME OTHER NOTES FROM THE STORY:

  • Facebook’s 4 billion daily views are up 4X from a year ago.
  • This is a core mission for Facebook. Facebook has become “synonymous with mobile,” says Facebook ad exec Carolyn Everson. “I think that the next frontier is becoming synonymous with mobile video.”
  • It used to be that people shared video from other sites on Facebook. Now “70% of Facebook’s videos were uploaded directly in February 2015,” reports Griffith.
  • Video is working for publishers. Buzzfeed had 500 million video views on Facebook in April. Mic had 33 million in two months from eight videos.
  • Griffith: “Complex Media reports average completion rates of 78% for its Facebook videos, which last two to 10 minutes.”
  • Facebook has tweaked its News Feed algorithm to favors video. If you have a page with a million followers, yours photos will reach 14% of your followers, text-only reach 4%, and videos reach 35%.
  • The way Facebook suddenly got so many views is that it turned on “auto-play” for videos. They start playing without sound as soon as you scroll over them.
  • Facebook believes auto-play is “magical” “awesome” and “super rad” — a not a super obvious way to force feed users with video. (For now!)