For this report, we looked back at the last six months of video content, and more specifically the engagement around it.
The below graph shows the engagement to English-language video content on Facebook on a week-to-week basis. Video engagement is still very high, consistently topping 300 million engagements per week, and totaling more than 7 billion engagements per quarter. There has, however, been a slight downtrend in the number of engagements per week between the beginning of May and the end of October. Even with this decline, however, there has not been a full week that dropped below 250 million engagements for the week.
In the six month period we looked at, photo had more than 1.5x the number of engagements that native video drove, with 12.2 billion interactions compared to 7.6 billion. One thing worthy of note is that video rose above links to second place, which was not the case the last time we looked at this data.
Among the different types of video, it is still native video that dominates the rest. Out of the top 10,000 video posts in the last six months, more than 9,800 were native video, an increase on the 9,745 we saw in our last video report. This means, by association, that the number of live videos and embedded videos in the top 10,000 posts for the time period went down once again. Live videos made up 151 of the top 10,000, while embedded videos made up just 35 of the top posts.
It is obvious, then, that native video is likely to have a higher average engagement than the other two types of video formats. That is the case here, with nearly 230,000 engagements per video across those top videos. In fact, average engagement has increased almost 1.5x across all three formats since we last checked in. The only reaction type where native video does not come out on top is with average comments per video, where live video once again wins out, with almost 3x as many comments on average as a native video.
How Long Should a Video Be?
Surprisingly, the average length of the top 100 videos was exactly the same as it was when we last examined the metric. At 132 seconds, the average length of the top hundred most engaged videos has not changed at all, though the length of the longest video in the top ten thousand certainly has.