×
You will be redirected back to your article in seconds

New Data Shows Facebook’s Emphasis on Longer Video Clips Is Working (EXCLUSIVE)

Facebook’s attempts to boost longer video clips on its platform are working, according to new data from social video publishing specialist Wochit. The data is based on an analysis of videos from over 200 publishers, including big names like CBS, NBC News and USA Today.

Videos that are longer than 90 seconds already see close to twice as much engagement as shorter videos, according to Wochit’s new Q3 Social Index Report. Consequently, publishers are increasingly releasing longer videos on Facebook, with videos lasting longer than 90 seconds growing by more than 24% quarter-over-quarter.

It’s worth pointing out that longer-form is a relative term in the Facebook universe: The social network’s policy to count every video auto-play that lasts 3 seconds or longer as a view initially led to many publishers embracing ultra-short clips.

Wochit report chart

However, things have been changing ever since Facebook announced earlier this year that it would tweak its newsfeed algorithms to put a bigger emphasis on longer videos. And with the introduction of midroll ads, publishers also have a growing financial incentive to go longer with the videos they produce for Facebook.

The result is that longer-form content has been growing continuously. In Q1 of 2017, only 11.2% of all videos posted by Wochit publishers lasted longer than 90 seconds. By Q2, that number had grown to 15.7%, only to further grow to 19.5% in Q3.

And those longer videos are also resonating with their audience. On average, videos lasting longer than 90 seconds are getting 78.8% more shares and 74.6% more likes than their shorter counterparts, according to Wochit.

Other highlights of the report:

  • Publishers are creating more and more video for Facebook. The average quarter-over-quarter output increase among the monitored publishers was 48.5% in Q3.
  • Square videos are shared 7 times as often as horizontal videos, but around 60% of all videos are still horizontal.
  • Audiences in Latin America engage with videos a lot more than their counterparts around the world, watching twice as many videos and sharing them close to 4 times as often on average.

Wochit helps publishers produce videos for and then share them on Facebook. The data of its quarterly reports is self-selective, as the company is looking at the more than 200 customers of its service. However, with over 10,000 videos posted to date and close to 850 million views in Q3 alone, Wochit’s data gives does offer an interesting look at what is popular with both publishers and audiences on Facebook.

 

More Digital

  • Terry Back chairman ACF

    Veteran U.K. Media Investor Terry Back Joins ACF as Chairman

    CANNES — Veteran U.K. film industry investor Terry Back has joined ACF investment bank as chairman. ACF, headed by CEO Thomas Dey, has been at the forefront of the M&A activity around independent TV and film production outfits, mostly in the unscripted TV arena. ACF is in the midst of expanding its activities in the [...]

  • Jay Frank

    Jay Frank, UMG Senior VP and Digital Music Veteran, Dies at 47

    Universal Music executive and digital music veteran Jay Frank died Sunday after a battle with cancer. He was 47. UMG chief Lucian Grainge remembered him in a message sent to the company. “Dear Colleagues,” it reads. “I’m deeply saddened to tell you that our colleague and friend Jay Frank has passed after a recurrence of [...]

  • Sam-Colby-The-Graveyard

    YouTube’s Sam and Colby Unveil ‘The Graveyard’ Paranormal Series Set in London

    Sam and Colby, YouTube’s favorite DIY paranormal investigators, headed to the U.K. for their next big ghost-hunting project. The duo today released the trailer for “The Graveyard,” a four-part docu-series shot in The Langham – by legend, London’s most haunted hotel – and an abandoned church graveyard. The project is their first international expedition. The [...]

  • Santos Dumont

    Mipcom: International TV Output Picture Changing for U.S. Majors

    The global import-export strategies of the U.S. majors are in flux as the world’s major content companies gather this week in Cannes for the annual Mipcom market and conference. Disney, WarnerMedia and the other handful of media conglomerates that control the vast majority of the U.S. market are in the midst of a radical transition [...]

  • Babylon Berlin

    ITV-Backed Streamer Cirkus to Launch European Drama Service Kritic (EXCLUSIVE)

    SVOD outfit Cirkus is expanding with Kritic, a new service programmed with premium non-English-language drama. The first launch will be in Sweden in December and feature big-ticket shows such as “Babylon Berlin” from Germany and “Gomorrah” from Italy. Cirkus has established itself in the Nordics and German-speaking territories. Kritic will roll out in Sweden before [...]

  • Mama K's Tesm 4

    Time Travel, Child Hosts, Diversity Build in Kids Shows, Says Glance Study

    CANNES —  More or less the only thing that hasn’t changed in Avril Blondelot’s MipJunior presentation of Kids Audience Successes Around the Globe was Blondelot herself. As well as, which she began by reporting, that “Alvin and the Chipmunks,” “SpongeBob SquarePants” and “Miraculous Ladybug” – in that order – still dominate the rankings for the [...]

  • Activision Blizzard

    Activision Blizzard Stock Recovers From Hong Kong Fallout

    Activision Blizzard saw its stock recover Friday despite continued backlash over its decision to punish a “Hearthstone” player for publicly siding with Hong Kong’s pro-democracy protesters. The company’s share price was up more than 2% Friday, closing at $54.82. Activision had been in the spotlight ever since Ng Wai Chung, a player of its “Hearthstone” [...]

More From Our Brands

Access exclusive content