Have you noticed the increase of video on Facebook! Facebook release data to explain.
So if you’ve been frequenting social media over the past few years, you may have noticed a steady increase in the amount of videos shared across practically every platform. But this is no coincidence.
Recent data released by Facebook has shown that the number of shares and referrals is on the rise for video posts, whereas they’re declining for posts that link to external sites. Between June 2015 and June of 2016, the average number of shares for videos posted by the top 10,000 publishers on Facebook has risen from slightly below 200 to over 500. And this trend hasn’t gone unnoticed by the publishers, as the number of videos posted has risen from approximately 80,000 to over 130,000 within the same time period, with the top pages managing to get hundreds of thousands of interactions per clip.
It would appear that video has overthrown images as the king of Facebook shares, with the average photo garnering a mere 150 shares. This could be in part to the preferential treatment that Facebook has given to video posts. Since April 2015 any video you scroll past on your feed will begin to play automatically (unless you’re willing to battle through Facebooks infamous settings and preferences to disable the feature). This negates the hurdle that most companies face when trying to share their content with the world: convincing somebody to click play.
This of course has changed the way the videos are structured, it’s always been known that the first few seconds of a video need to be eye-catching and engaging, but now if you haven’t reeled somebody in within the first 2 seconds, they will have already scrolled by onto the next post. And to make things even more difficult for content creators, the videos default to be played in mute, so you have to rely entirely on visual aspects of your film to convince a viewer to stick around.
Following this trend we recently produced this series of jam making videos specifically for social sharing, the video works in regular size format and a square play also.
Another change that Facebook has made recently is that they have tweaked the algorithms that dictate what content makes it onto your feed, giving an edge to content shared by personal friends and family, rather than publishers and organisations. So companies face an even steeper uphill battle in order to make sure that their content reaches as many people as possible.
So if you’re looking to increase your presence on Facebook (or any social media platform for that matter), it’s clear that video should play a major role in your strategy. The immediate, accessible and immersive nature of video makes it the perfect medium to attract and hold an audience, and in a world where we are absorbing huge amounts of media every day, finding ways to stand out from the crowd is more important than ever.
Read more from Facebook themselves here; http://newsroom.fb.com/news/2016/06/building-a-better-news-feed-for-you/