We shared the results with some leading commentators and experts for their view on these trends. Ian Cleary, CEO of Razor Social believes we are still in the early days of video growth.

“We’re in early stages of the growth of video content on the Facebook platform and it’s obvious that Facebook is giving video a boost through it’s algorithm. Now is the time to take advantage and leverage it to it’s potential”

Julia Bramble, a Facebook expert and adviser, highlights the benefits of video:

Video is a massively important form of content because of the immediacy of connection it provides. Video can be used to inspire, educate, challenge or entertain. However, it’s popularity doesn’t mean that you can ignore best practice – offering the best content match for your audience is just as important for video as it is for any other form of content.

So who is getting it right when it comes to video? The top Facebook video publishers by average interactions per video in May and June 2016 were as follows:

Facebook Page Average Interactions per Video
Buzzfeed Tasty

476,013

Vlechten met daan

183,358

Buzzfeed Nifty

164,142

Real Madrid

126,613

Fallon Tonight

117,883

Game of Thrones

100,732

Tip Hero

100,510

FC Barcelona

96,459

LAD Bible

66,303

Q Political

54,052

Brightside

46,273

Shared Food

37,788

Sun Gazing

37,278

Collective Evolution

36,663

Genial Guru

33,430

Hefty

33,012

Find out more about the types of video that get attention and engagement. 

There are also some quirks of Facebook video as Julia Bramble points out namely that up to 85% of videos are viewed with the volume off.

On the positive side Facebook makes it very easy to monitor your video performance providing with metrics such as the total number of video views, number of views to 10 seconds or more, and the average percentage of the video viewed.

Looking for inspiration on creating Facebook videos? Read our guide on how to create thumb-stopping Facebook videos that engage with users.

Photo Posts

Over the last year we saw a growth in shares of photo posts through to January but this has since fallen back over the last 5 months. Over the year as a whole we have not seen much change though we need to keep the recent downward trend under review.

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