In July 2017, Mark Zuckerberg announced that “over the next couple of years, the much bigger driver of the business and determinant of how we do is going to be video.” Facebook has been consistently emphasizing the importance of video. In mid 2016, Zuckberg also emphasized that we are now entering a golden age of video on social media. Are you trying to convince your clients or management to adapt to this rising trend and adopt video as part of their content strategy? Here are some solid data to back you up. In this deck, Socialbakers answer questions such as: How important is Facebook live videos and how does it impact reach? How do you measure video completion rate and how does it impact your newsfeed ranking? What is the right duration for video posts in Asia? Please feel free to reach out if you have any questions.

1. SOCIAL VIDEO
TRENDS

2. “We’re entering this new golden age of
video…I wouldn’t be surprised if you
fast-forward five years and most of the
content that people see on Facebook and
are sharing on a day-to-day basis is
video.”
M ARK ZUCKERBERG
APRIL 2016 INTERVIEW

3. 9 / 4 / 1 7
NATIVE VIDEO VS
OTHER POSTS

4. Median Post Organic Reach
VIDEOS GET BETTER ORGANIC REACH THAN ANY OTHER
FORMAT ON FACEBOOK
0%
1%
2%
3%
4%
link photo status video
UniqueOrganicImpressions
(%ofPage'sFans)

5. NATIVE VIDEOS EXPERIENCED
INCREDIBLY FAST ADOPTION
0%
25%
50%
75%
100%
ADOPTION OF NATIVE VIDEO AMONG BRANDS AND MEDIA
(% of Pages posting Native videos)
Brands Media
While in January 2014 only
28% of largest brand pages
posted native videos,
now it is more than 80%
Media have already
achieved almost a 100%
adoption
Sample: TOP400 Largest FB Brand Pages, Time range: January 2014 - January 2017

6. 9 / 4 / 1 7
LIVE VIDEO VS
NORMAL VIDEOS

7. NEW FORMATS ARE EMERGING – LIVE AND 360 VIDEO
0.24%
7.07%
92.69%
360 Live Native Non-Live, Non-Spherical
NATIVE VIDEO
retains
the largest share
FACEBOOK LIVE
has a better
adoption rate than
360 VIDEO
VIDEO DISTRIBUTION MEDIA
Source: TOP 500 MEDIA
0.34%
3.33%
96.33%
360 Live Native Non-Live, Non-Spherical
VIDEO DISTRIBUTION BRANDS
Source: TOP 1000 BRANDS

8. MEDIA ARE ADOPTING FASTER TO FACEBOOK
LIVE THAN BRANDS
More than 50% of MEDIA
are using FB LIVE at least
once per month
In case of BRANDS,
it is just 10%
0%
10%
20%
30%
40%
50%
60%
% OF PAGES POSTING FB LIVE VIDEO CONTENT
brands media
Time range: January 2016 - April 2017 Sample: TOP500 Largest FB Pages

9. MEDIA ARE ADOPTING FASTER TO FACEBOOK
LIVE THAN BRANDS
Time range: January 2016 - April 2017 Sample: TOP500 Largest FB Pages

10. “People spend on average three times as much time
watching Facebook Live video as they spend watching
other video content….We are making a small update to
News Feed so that Facebook Live videos are more likely to
appear higher in News Feed when those videos are
actually live, compared to after they are no longer live”
FACEBO O K
MARCH 2016

11. TEST: DO NATIVE OR LIVE VIDEOS PERFORM BETTER?
We ran a field test with one of our
Secret Data episode.
Within a day, the Live Video
• 4.5X the Engaged Users
• 5.6X the Interactions
• Nearly 4x the reach
All organic, no media spend involved.
Going live first makes sense, even for
short videos (1 Minute Long)
LIVE VIDEO NATIVE VIDEO

12. 9 / 4 / 1 7
NATIVE VIDEOVS
YOUTUBE VIDEO

13. NATIVE VIDEOS KILLED YOUTUBE LINK SHARING
0
1 000
2 000
3 000
4 000
5 000
Jan-14 Apr-14 Jul-14 Oct-14 Jan-15 Apr-15 Jul-15 Oct-15 Jan-16 Apr-16 Jul-16 Oct-16 Jan-17
NUMBER OF NATIVE VS. YOUTUBE VIDEOS POSTED ON FACEBOOK
Number of Facebook Native Videos Number of Youtube Links

14. SCALE YOUR CONTENT ACROSS
FACEBOOK AND YOUTUBE
0
20
40
60
80
100
Facebook Youtube
Median Video Length (in sec)
• Videos on YouTube
are 3x longer than FB videos
• Facebook – shorter videos
are more mobile friendly
• YouTube – longer formats
– how-tos, YouTubers and other

15. • Short-term brand
awareness campaigns
• Shorter attention span
• Short branded content
• Live streams & new formats
• Long-term searchable
content
• Longer attention span
• How-to tutorials and other
in-depth content
• SEO
FACEBOOK VS. YOUTUBE

16. 9 / 4 / 1 7
HOW DOES YOUR AUDIENCE
CONSUME VIDEO?

17. 85% OF VIDEOS ARE WATCHED WITHOUT SOUND

18. • Design for sound off but
delight for sound on
• Tell your story visually
• Use text & graphics
• Include a CTA at the end
BRANDS SHOULD BUILD FOR SOUND OFF
Highlights
of the article
presented
in 42 sec.
CTA – link to the
full story
More than 80%
of Interactions
are Shares

19. • Start with the most
captivating elements/scenes
• Choose attention-grabbing
video thumbnails
• Put your hero front and center
• Incorporate brand identity
quickly
• Add engaging post copy
BRANDS SHOULD CAPTURE ATTENTION QUICKLY
Example: Blade Runner 2049 Trailer

20. HOW IS FACEBOOK VIDEO CONSUMED?
Source: Sight, Sound, and Motion - Building Effective Video Across the Facebook Family Webinar
SHORT ON THE GO
0–10 MINUTES
LONG, LEAN BACK
10 + MINUTES
2/3rd
of all videos watched
on mobile are under 10 minutes
1/3rd
of all videos watched
on mobile have longer format
10 mins

21. WHAT IS THE RIGHT DURATION FOR VIDEO POSTS IN
ASIA?
Sample: 10,213 Video Posts posted by ALL pages in ASIA region, Time range: 01 May 2017- 31 July 2017
POOR QUALITY TOP QUALITY
0%
5%
10%
15%
20%
25%
30%
35%
40%
<30s 30-59s 60-119s 120-239 240+s
Video Length in Seconds
% of Completed Video Views on Facebook

22. Today, we’re announcing a change to the way we rank videos
in News Feed to adjust the value we give to how much of a
video is watched.. we look at “percent completion” — the
percent of each video you watch — to help us understand
which videos you enjoyed. If you watch most or all of a
video, that tells us that you found the video to be compelling.
FACEBO O K
JANUARY 2017
VIDEO COMPLETION INFLUENCES
NEWSFEED RANKING

23. PAYING WON’T HELP YOU IMPROVE VIDEO RETENTION
VIDEO RETENTION REMAINS THE SAME FOR ORGANIC AND PROMOTED VIDEOS
0%
25%
50%
75%
100%
0% 25% 50% 75% 100%
Brands Video Retention by Promotion
ORGANIC
PROMOTED
View Through Rate

24. • Never benchmark views
on Facebook and YouTube
• Benchmark Video Audience Retention
• When do people drop
off the video?
• Where should I put
my Call-to-Action?
• Are the first few seconds captivating
enough?
BRANDS SHOULD START MONITORING VIDEO
RETENTION
Access video retention on Socialbakers Suite under Insights > Video

25. 9 / 4 / 1 7
FURTHER QUESTIONS?
jeraldine.phneah@socialbakers.com