Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Rise of Facebook Video - ONA London 2016

2,384 views

Published on

Charts showing the rise of Facebook video throughout 2015-2016. For more, see NewsWhip's blog: newswhip.com/blog

Published in: Social Media

The Rise of Facebook Video - ONA London 2016

  1. 1. Social Video, ONA London, April 1 2016
  2. 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. 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. 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. 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. 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. 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. 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. 9. The Average Length of Facebook Videos
  10. 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. 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. 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. 13. What’s getting engagement? 1) Explainer Videos: Business Insider 2) Live News Video: CBC News, BBC News 3) Food: BuzzFeed Food, Tasty, Tastemade
  14. 14. Get in touch! @_liamcorcoran liam.corcoran@newswhip.com

×