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.