The Rise of Facebook Video - ONA London 2016
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Transcript of The Rise of Facebook Video - ONA London 2016
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Social Video, ONA London, April 1 2016
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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.
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“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
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Publishers are posting more video every month
Number of Facebook videos per month
June 2015: 35October: 164February 2016: 313
June 2015: 68October: 217February 2016: 302
June 2015: 29October: 92February 2016: 139
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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
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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
1,657,0311,770,302
1,313,569
548,776
1,408,129
345,974
Total Engagements on Facebook Videos per Month
October 2015June 2015 February 2016
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Highest average share rates, above even Instant Articles for most publishers
Average share rate per post type, February 2016
Links: 530Photos: 641Video: 1,417
Links: 836Photos: 1,348Video: 4,731
Links: 150Photos: -Video: 2,798
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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.
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The Average Length of Facebook Videos
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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.
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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.
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The most viral videos account for a much higherbulk of engagements than other formats
Top 5 video shares as % of total, February 2016
Total Videos: 197Total Shares: 279,159Top 5: 151,530 (54%)
Videos: 96Shares: 268,591Top5: 203,690 (76%)
Videos: 313Shares: 1,480,773Top 5: 966,112 (65%)
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What’s getting engagement?
1) Explainer Videos: Business Insider
2) Live News Video: CBC News, BBC News
3) Food: BuzzFeed Food, Tasty, Tastemade