Published on Jan 18th, 2018
NEW YORK (Shareablee) – Video is not slowing down anytime soon as online video, live video and co-branded video continue to grow year over year.
CISCO reports that 80% of all internet traffic will be video by 2020.
At Shareablee, we’re seeing similar trends. The average number of videos posted for Facebook pages in the United States has increased by 800% since January 2013. Publishers have seen an even bigger increase, with the number of videos posted up by 2,900% during the same time period.
(Average No. of Videos per Facebook Page)
With so many videos, the biggest challenge for publishers is how to capture your audience’s attention. Here are 8 trends to watch out for in 2018:
Facebook continually makes changes into how it ranks posts, videos and photos that are prioritized in a user’s newsfeed.
What does this mean for brands and publishers on social media?
As video views take even more of a backseat to video actions, publishers and brands should make sure their focus is on driving comments and shares on video posts on Facebook.
Some of the top video posts from 2017 were about “7 clever hacks,” “how to regrow fruit from your kitchen” and “awesome ideas for a t-shirt that is tooooo old.”
Anytime you share or post content on Facebook, you should ask what kind of value you’re providing to your fans. The best way to get their attention is to make sure there is a takeaway or something in it for them. Posts that are receiving the highest engagement are going beyond entertaining people. They are teaching people how to do something and adding value to their lives.
The top videos from Facebook in 2017 also shared something else in common. They were all delivered in a square format.
Mobile phones are becoming an extension of ourselves. It is important to format video to be more accommodating for viewers on mobile devices.
Just do the math. Square video (1:1) takes up 78 percent more real estate in a person’s mobile newsfeed than landscape video (16:9).
If you’re using video editing software, like Adobe Premiere Pro, it’s pretty easy to create a preset for 1080×1080 pixels. If you are planning on posting from your phone while you’re on the go, there are a number of free apps that make this process a snap.
With so much content, it is important to quickly catch the attention of your fans. According to Facebook, people scroll through a mobile newsfeed 41% faster than the desktop newsfeed.
In this environment, the faster you capture their attention, the better. Cut the fluff and get to the point. Start with your most intriguing frame and then one or two lesser keyframes to bring your video’s message together effectively and in less time. Focus on important takeaways.
Live streaming is on the rise and continues to grow every day. The top live videos from 2017 from U.S. Media and Entertainment Facebook pages took fans to Washington DC for the Inauguration of President Donald Trump, across the country for the solar eclipse or gave viewers a live look at the restoration of the Hollywood sign after an act of vandalism.
When selecting what to livestream, it is important to think about what content will yield more comments. For example, a description that encourages fans to comment or a topic that will generate strong opinions may work well. Also, think about longer videos on Facebook Live. Facebook recommends videos of more than 10 minutes. All of the top 10 posts from U.S. Media and Entertainment Facebook pages were more than 30 minutes. The majority were around 4 hours long.
While many people scroll through their newsfeed with the sound off, more people are turning the sound on. According to Facebook, 70% of mobile video-watching is done with the sound on. Top videos use bold graphics and music that sets a rhythm for the video. Several of the top performing posts from 2017 also chose to letterbox their video, to put a comment or a call to action.
Facebook started rolling out the branded content tag to publishers in the latter half of 2016.
From late 2016 and early 2017, top branded content videos were mostly movie trailers and contesting. However, 2017 has seen brands make content designed specifically for branded posts. In 2017, the top branded content post from an online publisher in the United States was from Blossom. They created a video about slow cooker hacks and gave customers a 20% off coupon for Bed Bath & Beyond.
Other top posts included a video about how to make a cat tree out of old drawers for a co-branded campaign with HGTV and Nutrish, and Tasty’s video showing viewers how to make Buffalo Chicken Bombs for their co-branded post with Frank’s RedHot.
When it comes to social media strategies, there is no such thing as one size fits all. Measure and learn from your audience to develop strategies that work for your brand.