Written by Insight platform Buzzsumo analyzed over 100 million videos published on Facebook over the last year, the research shows just how overwhelmingly dominant video, including Facebook Live video, has become with Food video content outperforming all other categories.
Video Is The Most Engaging Facebook Format
Videos are the Facebook format most likely to reach and engage audiences according to Locowise. The average video post in 2017 reached 12.05% of the total page audience, just ahead of photos at 11.63%, links at 7.81%, and status updates at only 4.56%. Videos also had the highest levels of engagement.
For the majority of publishers, the most engaging content on their websites are traditional text articles. But when it comes to Facebook, the top performing content is video.
Food Video Generates the Most Facebook Engagement
The most popular video topics ranked by Facebook engagements.
Food is by far the most popular content. These are in effect how-to videos that are well edited with high production value. Food and DIY are visual topics with broad appeal, so they lend themselves well to short videos.
What Is The Optimum Length For A Facebook Video?
The hart below shows that shorter videos generate more interactions on average. The sweet spot for video length is 60 to 90 seconds.
After 90 seconds average engagement falls as the video length increases, until around 6 minutes when engagement remained constant. It is interesting that very short videos, below 30 seconds generated the lowest engagement on average overall.
What Is The Optimum Length For A Facebook Live Video?
The number of Facebook Live video broadcasts continue to grow rapidly. In 2017, Facebook announced that 20% of all Facebook videos are broadcast live and that the daily watch time for live videos had increased 4x in the last year. This is in part due to the priority Facebook has been giving to live video.
Buzzsumo’s analysis of Facebook Live videos found that interactions increase the longer the video lasts, until about 15-16 minutes. After this time the interactions remain fairly stable.
Facebook Live Videos are typically longer than other Facebook videos. Live sessions requires a certain minimum time to allow users to join or discover that the event is taking place. From the data it would appear that Facebook Live videos should be a minimum of 15 minutes to gain maximum engagement.
Looking at just the top performing 10,000 Facebook Live videos, the average length was 20 minutes long.
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