The Rise of Facebook Video - ONA London 2016
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Charts showing the rise of Facebook video throughout 2015-2016. For more, see NewsWhip's blog: newswhip.com/blog
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The Rise of Facebook Video - ONA London 2016
- 1. Social Video, ONA London, April 1 2016
- 2. State of Facebook Video, Spring 2016 • Questions remain for publishers around how best to balance video experience with cultivating a loyal audience. • Video has become the defining feature of most users’ news feeds. • Facebook Native video is now a vital feature for many outlets, allowing them to deliver stories to the audience on their terms: mobile, visual, and fast. • With development of new social platforms, consumers’ expectations for video have shifted.
- 3. “In 2015 Boston.com generated well over 12 million views, which is orders of magnitude more than what we were able to deliver through our site.” Matt Karolian, The Boston Globe
- 4. Publishers are posting more video every month Number of Facebook videos per month June 2015: 35 October: 164 February 2016: 313 June 2015: 68 October: 217 February 2016: 302 June 2015: 29 October: 92 February 2016: 139
- 5. The proportion of native video posts is growing % of Native Video Posted to the Huffington Post Facebook Page 96% 4% 80% 20% June 2015 February 2016 Other PostsNative Videos
- 6. There has been huge growth in engagement with native video on Fb 0 1000000 2000000 3000000 4000000 CNN The Huffington Post Upworthy 3,153,177 3,899,375 3,407,309 1,657,031 1,770,302 1,313,569 548,776 1,408,129 345,974 Total Engagements on Facebook Videos per Month October 2015June 2015 February 2016
- 7. Highest average share rates, above even Instant Articles for most publishers Average share rate per post type, February 2016 Links: 530 Photos: 641 Video: 1,417 Links: 836 Photos: 1,348 Video: 4,731 Links: 150 Photos: - Video: 2,798
- 8. Five key considerations • Pre-made videos are short. • Mobile first: square or vertical. • Being able to watch without sound is now standard consumer expectation. • Differences emerging between successful native and live videos. • Videos have the highest average share rate of any Facebook format.
- 9. The Average Length of Facebook Videos
- 10. Differences between Live and ‘Native’ • Length: Some pages have seen success with very long live video, while native clips on Facebook remain short. • Talking heads: Less exciting in native clips, more room for this format with Live video. • Followers notified once video goes live (although Facebook have given the option to dial this down lately). People spend more than 3x more time watching a Facebook Live video on average compared to a video that’s no longer live.
- 11. Outside revenue, problems remain for publishers… • Getting consistent engagement across new videos is difficult. (New Facebook analytics may help.) • Understanding what’s worth turning into a video can be difficult. • Unpredictable nature of the algorithm. Scant information around what formats are favoured, and for how long.
- 12. The most viral videos account for a much higher bulk of engagements than other formats Top 5 video shares as % of total, February 2016 Total Videos: 197 Total Shares: 279,159 Top 5: 151,530 (54%) Videos: 96 Shares: 268,591 Top5: 203,690 (76%) Videos: 313 Shares: 1,480,773 Top 5: 966,112 (65%)
- 13. What’s getting engagement? 1) Explainer Videos: Business Insider 2) Live News Video: CBC News, BBC News 3) Food: BuzzFeed Food, Tasty, Tastemade