This document discusses how data informs creative teams at LittleThings in creating video content for Facebook. It notes that 50% of LittleThings' content is owned or licensed, and over 80% of video views are of owned/licensed content. LittleThings publishes around 1,600 pieces of content per month and is #1 in Facebook engagement per article. The document advocates focusing on owned and licensed videos and notes LittleThings' content has a 10x higher engagement rate than industry average due to its "art and science" content creation approach and proprietary testing algorithm. It provides examples of highly engaging original and Facebook Live videos from LittleThings that received millions of views and engagements.