![]() ![]() Longer Videos get Better Results: The majority of social videos are between 30 and 60s, so hold the highest share of total views, however videos longer than 90 seconds have considerably higher per-video metrics.The “1 percent” Persists: A minority of videos take the lion’s share of engagement, but those videos come from publishers of all size.Square is the Winning Format: While not yet the majority of produced videos, this format consistently shows a significant advantage over other aspect ratios, in particular, the increasingly important “comments” metric. ![]() Views are declining: Changes in Facebook’s newsfeed are already impacting video performance, as indicated by a declining engagement in H2 following significant increases in the first half of the year.“Let’s also remember that, even with algorithm changes, Facebook is second to none when it comes to opportunity to reach and engage with audiences, and the best approach is one that focuses on your specific audience and video content they will think is worth sharing.” 2017 Social Video Performance Trend Highlights “While we’re only seeing the headlines about Facebook’s latest changes now, our 2017 report shows the impact is already setting in, and this makes it even more important for brands and publishers to know and act on trends,” said co-founder and CEO Dror Ginzberg. Following significant increases in the first half of the year, declines of 8-15 percent in the second half point to the impact of the changes to Facebook’s newsfeed. One notable finding is that views are on the decline. The report incorporates and compares the statistics from our previous analyses ( Q1 Social Video Index, Q2 Social Video Index, Q3 Social Video Index) with new data from Q4 (September 2017 – December 2017). From elements such as aspect ratio, duration and engagement to tips on titles that correlate to success, the 2017 Index has key insights for any video strategy. We’ve identified the key trends that brands, media companies need to know and how to best leverage them for success. Our comprehensive analysis of Facebook videos in 2017 is here! This trend report is based on an analysis of over 33,000 videos, created by almost 300 publishers, that appeared on 500-plus Facebook pages between December 2016 and December 2017. ![]()
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