Over the past few months, Facebook has worked to make native video (not linking to Vimeo or YouTube) a primary vehicle for brands and pages. The company announced new statistics today, showing that over the past year, the number of video posts per person has increased 75 percent around the world and 94 percent in the U.S.
The amount of video posts by both people and pages has increased 3.6x year-over-year. More than 50 percent of people who come back to Facebook every day in the U.S. watch at least one video every day. 76 percent of American Facebook users polled said that they tend to discover videos on the social network.
Additionally, 65 percent of views happen on mobile.
Mark D’Arcy, Chief Creative Offer of Facebook’s Creative Shop, discussed this trend:
Expressing ideas through film is a core aspect of how creative people love to bring ideas to life. With the explosive growth of video on Facebook, it is exciting to see News Feed become the center of discovery for this work. We are only just starting to unlock the potential of sight, sound and motion in a feed-driven world.
Facebook, in a blog post, also explained what this means for publishers and content creators on the site:
The most important thing to remember when creating video for Facebook is that it will be a part of News Feed. As a creator, you should be conscious that people will discover your video in News Feed next to a photo from a friend or a status update from a relative. Your video needs to fit in, and it needs to be something that your audience will want to watch and share.
With the launch of auto-play and the surge in mobile use, it’s also important to focus on posting videos that grab people from the first frame of video. Shorter, timely video content tends to do well in News Feed. Keep in mind that auto-play videos play silently in News Feed until someone taps to hear sound, so videos that catch people’s attention even without sound often find success.
Readers: What is your content strategy when it comes to video?