by
Yolanda Redrup
Digital marketers have played down the importance of video in campaigns, and claimed a dramatic re-rating of Facebook’s viewer numbers would not require a significant strategy re-evaluation.
New figures from Nielsen, revealed by Mumbrella earlier this month, indicated that Facebook streaming numbers were down 94 per cent after the data analytics business reassessed how it measures Facebook’s video views.
This followed an admission by the social media giant that it had overestimated its numbers alarmingly by counting people watching as little as three seconds of an auto-play video.
When Nielsen adjusted its calculations, Facebook’s streaming figures fell from 9.94 billion in September to 560 million in October, YouTube meanwhile recorded 2.81 billion views in September.