Wochit 2017 Video Report Identifies Top Social Video Trends to Follow as Facebook’s Changing Algorithms Impacts Publishers

Jan 18, 2018

Social video creation platform, Wochit, reports that Facebook’s de-prioritization of publisher and brand content is already having a negative impact across video metrics. The finding is among critical trends featured in the 2017 Wochit Social Video Performance Index, which is based on data from 33,000 videos posted to over 500 Facebook pages by nearly 300 brands.

The annual report builds on insights published in the company’s quarterly indexes, informing brands, media companies, and publishers of video trends and how to best leverage them to drive success. In addition to data on elements such as aspect ratio, duration, and engagement, the report provides interesting observations on video titles and showcases some of the year’s most successful social videos.

Based on videos posted between December 2016 and December 2017, findings include:

  • Views are declining: Following significant increases in the first half of the year, declines of 8-15% in the second half point to the impact of changes in Facebook’s newsfeed.
  • Square is the winning format: As mobile is increasingly becoming audiences’ first screen, this format is proven to have a significant advantage over other aspect ratios, particularly in the increasingly important “comments” metric, which averages 5 times the average received by non-square video.  
  • Video’s “1%” persists: The 1.2% of videos that get more than 1 million views continue to have a disproportionate level of engagement, receiving 38.7% of total views and 58.3% of total shares across all videos. While a higher number of page followers boosts the chances of virality, the number of smaller publishers achieving this level of success proves it’s not the only factor.    
  • Longer videos get better results: Increasing in number but still a minority, videos longer than 90 seconds have considerably higher per-video metrics, receiving 52.1% more shares and 48.2 more views on average. This trend bodes well for the monetization opportunities of Facebook mid-roll, only applicable to videos of at least this length.
  • LATAM audiences are the most engaged: Average engagement per video is highest across all metrics in Latin American countries, with nearly triple (269.6%) the shares, 253.3% more reactions, 166.8% more views and 134.3% more comments.
  • All video is not created equally: Some content is simply more viral-ready, more a function of effective production techniques and compelling storylines rather than the result of artistry.
  • “In the Know” titles are popular but don’t perform: While video titles purporting to show something the viewer NEEDS to know are common, these videos receive considerably fewer views (15-70% fewer) than average.