Facebook Pages Still Slow to Seize Video Opportunity (Report)

How are Facebook pages handling video? Social analytics and reporting firm Locowise studied 1,000 of them to find out.

How are Facebook pages handling video? Social analytics and reporting firm Locowise studied 1,000 of them to find out.

Locowise analyzed 1,000 pages with totals of more than 291 million likes and nearly 600 uploaded native videos throughout the month of June, which tallied more than 180 million views. Its findings included:

  • 47 percent of pages it studied uploaded no videos at all.
  • 33 percent only posted one video in June.
  • 1.2 percent of the pages were responsible for 46 percent of the posted videos.
  • The average number of views per video was 7.8 of the total page audience.
  • Videos averaged 55.3 seconds in length.
  • The average view duration was 18.2 seconds.
  • 78.2 percent of video views were due to auto-play, while 21.8 percent were clicked to play with sound.
  • 53.2 percent of all views lasted at least 30 seconds.
  • 41.3 percent of pages backed their video content with paid ads.
  • 7.3 percent of all video views were paid for via Facebook ads.
  • 43.3 percent of organic views were completed, versus 31.1 percent of paid views.
  • The average engagement rate for videos was 5.8 percent of page likes reached.
  • 93.2 percent of engagements were clicks, compared with 4.9 percent for likes, 1 percent of shares and 0.9 percent for comments.

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Locowise also offered the following takeaways for brands on Facebook:

  • Most brands are not active in video: You could beat your competitors and get extra reach by making and uploading optimized videos. What are you waiting for?
  • People don’t want to watch long videos: The ideal length of a video is 30 seconds or less. Keep your videos short.
  • Attract views to click-to-play sound: Most videos are viewed via auto-play only. Have an inviting thumbnail and work on attracting your viewer in the first few seconds to get them curious enough to click-to-play sound.
  • Become a silent movie master: You videos should make sense without sound, too. Add subtitles. Include a narrative story within your videos in order for people to understand the video even if they’re seeing it without sound.
  • Is YouTube your main video platform? Don’t lose out on Facebook’s potential. Share short, teaser videos natively on Facebook with calls to action to watch the full videos on YouTube.

Readers: What did you think of Locowise’s findings?

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