How long are the most engaging Facebook videos? We look at top news publishers for the best practices.
After analyzing how Facebook shares on videos have changed in a year, we decided to dive into what’s making these videos so successful. One consideration that comes up again and again is the length of a video.
We last looked at the length of Facebook videos in September 2015. We analyzed five publishers’ top ten shared videos for the average length of a successful video, and found that average video lengths varied from 24 seconds to 90 seconds.
A lot has happened since then. Facebook Live was one of the biggest emerging formats of 2016, leading to longer videos featuring more and more in the news feed. This year, Facebook announced a renewed focus on longer videos as well.
This time, we took our news publishers from our recent analysis of Facebook videos. We looked at Daily Mail, Fox News, CNN, ABC News, AJ+, NowThis, BBC News, ATTN:, and Mic, which were some of the news publishers with the most video shares in January 2017. We also added in BuzzFeed and The New York Times for consideration.
This time, we looked at their ten most engaging videos overall, taking into account likes, shares, comments, and reactions. Here’s what we found for a month’s worth of data (January 15th to February 15th, 2017). The data comes from NewsWhip Analytics.
Live video made a big impact here. Seven of Fox News’ most engaging video were Live videos, and six of the New York Times’ videos. If we discount Live video, we see that video lengths are still trending longer than they did in 2015.
BuzzFeed was still the shortest, with an average of 26 seconds on non-Live videos, while Fox News was the lengthiest at a 2:53 minutes average.
In fact, only two of these publishers factored in at under a minute, ATTN: and BuzzFeed. Three of these publishers had averages of over a minute and a half, while the majority hovered just above a minute long on average.
So what trends did we see around these videos?
Soft and Hard News Both Engage
There was a solid distinction between which publishers relied on hard news vs. soft news for their most engaging videos. Soft news may be easier to cover in a quick video, yet these publishers prove you can find a stride across various beats.Read more